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Gender stereotyping remains the template for weight-loss ads

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MUMBAI: We are constantly haunted by the media, be it television, print, out of home or digital. Our thoughts and actions get subliminally influenced, not to mention the direct effects on young impressionable minds. But as David Ogilvy rightly said, “Advertising reflects the mores of society, but it does not influence them,” advertising is a mirror of society and not its torchbearer.

Picture in your mind a male celebrity lecturing you on how to use the product he is endorsing in order to look attractive and stay slim. Does it look a little off? If it did, then you are a part of the system that has been subject to gender distinction in advertising.

Since the beginning of the advertising culture, men and women have been projected differently in advertisements. Men have always been portrayed as the gender that is daredevil, outgoing, brave, strong and the dominant one in a relationship. Women, however, have always been characterised as the weaker gender that is supposed to look good, do household chores and keep the men happy.

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Although a lot has changed in the ad world over the years and women are now being projected as decision makers and as equals to men, the hard truth is that women are bombarded with products that are supposed to make them the ‘perfect woman’ according to society’s standards. Female consumers have faced years of being sold the idea that they must have the perfect skinny body and look beautiful.

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Brands have always stereotyped women to look their best and that does not seem to be changing anytime soon. Even today, advertisers prefer using women to endorse fitness, weight loss and a healthy lifestyle. Although a lot of men also seem to be getting fitness-conscious and concerned about their weight and looks, brands continue to use women in order to promote their product. Even in the 21st century, we see Deepika Padukone endorsing Kellogs Special K, Shraddha Kapoor promoting weight loss with Lipton Green Tea, Parineeti Chopra endorsing a healthy eating option of Sugarfree and so on. On the other hand, we don’t see any such product being promoted by male brand ambassadors. This gender stereotype does not seem to be changing anytime soon. But why does this stereotyping of women still happen in Indian advertising?

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Harish Bijoor Consults founder and brand strategy specialist Harish Bijoor notes that sadly stereotyping brings in the moolah and women in India by and large do not complain about being stereotyped as there is a tendency to believe in the dictum “This is how we are”.

According to investment banking platform SMERGERS, the fitness industry in India was worth Rs 4,500 crore in 2017 growing at 17-19 per cent per annum. The total branded tea market in India stands at Rs 9,500 crore, growing at about 5 per cent but the branded green tea market, in contrast, is only around Rs 150 crore. The green tea market, however, is growing faster at 21 per cent yoy. Dabur Honey rakes in some Rs 500 crore in annual sales for the ayurveda brand.

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Brands look at this category with awe, as their volumes gallop with every progressive move that is governed first by vanity and then by good health. While Bijoor notes that the fitness and weight loss market is huge in India, it is dominated by the aspiration of the people in the metros and mini metros who want to ape the western lifestyle of looking good and feeling good.

Brand-Building founder and brand guru Ambi Parameswaran notes that Indians want good health but without going through the pain of exercising and that does not seem to have changed much. “We discovered this phenomenon when we launched Sweetex in the late 80s and once again when we launched Tropicana in the late 90s. While you see a lot more people on the roads walking in the morning and doing yoga, Indians want it easy.”

Brands need to adapt now because there is a growing male audience for the same products. Men today don’t shy away from sipping green tea in order to shed those extra kilos or have a bowl full of Kellogg’s Special K or eat oats. With increasing awareness about fitness and an aim to lead a healthy lifestyle, more men have started to adapt to the healthy route. So, it only makes sense for advertisers to shift their focus to men and bring more male endorsers to promote their ideology.

Ambi Parameswaran mentions that today young men are more conscious about their looks, hair and skin than women of their age. “I am waiting for brands to jump on to the ‘keeping men fit’ bandwagon,” he prophesises.

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Netflix India names Rekha Rane director of films and series marketing

Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names

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MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.

Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.

A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.

At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.

Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.

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Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.

Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.

The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.

For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.

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Orient Beverages pops the fizz with steady Q3 gains and rising profits

Kolkata-based beverage maker reports stronger revenues and profits for December quarter.

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MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.

For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.

Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.

On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.

The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.

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Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.

The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.

In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.

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Washington Post CEO exits abruptly after newsroom cuts spark backlash

Leadership change follows layoffs, protests and a bruising battle over trust.

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MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.

Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.

The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”

The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.

Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.

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Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”

Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.

Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.

According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.

While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.

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As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.

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