MAM

GUEST ARTICLE: How can brands develop conversations around sensitive topics without hurting sentiments?

Published

3 years ago

August 14, 2023

Mumbai: Controversy is a strong instrument, but it also carries a great deal of responsibility. It’s understandable that brands want to avoid controversy; no one wants to be the target of negative publicity or irate internet users. While controversy may be a risky business, leaving marketers wondering if all publicity is good press, one thing is certain: controversy is a potent tool for content marketing. So, before you develop content that will get people talking, make sure you have a plan. Be strategic in your approach, and plan to get people talking about your brand without making it look awful. The rest of this piece will show you exactly how to do that. According to a study, 54 per cent of workers worldwide agree that CEOs should speak publicly about challenging political and social topics that they care about.

Similarly, 53 per cent of customers believe that every brand has a responsibility to participate in at least one social issue that is unrelated to its business.

Public relations is frequently confronted with sensitive issues that the public does not want to debate openly. PR professionals will always have to deal with delicate subjects, regardless of the industry they work in. When individuals discuss a story, it boosts social sharing and mentions. As publishers cover the news, it boosts traffic and increases the number of links. Getting featured in a newspaper or other publication is an excellent way for a brand to get recognized, and writing content that elicits an emotional response or explores a contentious issue can help your brand regain valuable attention. Depending on the brand, the themes in question will differ significantly; nonetheless, it is important for all public relations professionals to be well-prepared and knowledgeable about how to handle tough issues for discussion.

Let us have a look at how PR helps brands develop conversations around sensitive topics without hurting sentiments:

● Choose a hot topic

With the help of PR, brands can produce content that gets a lot of attention without endangering their reputation. It may achieve this by connecting the content—not the brand—to a contentious, trending issue. Although it will be a delicate subject that stirs up strong emotions, brands should not avoid it since PR will help raise awareness about the contentious subject without making the brand itself the centre of attention. PR also assists by taking a data-driven approach to the subject.

● Find a way to share data about the topic

It is preferable to present facts on a contentious subject rather than personal opinions. To avoid being labelled as “rumour spreaders,” PR helps brands remain truthful and mention credible sources. It is critical to stick to facts and avoid identifying the brand with any specific ideas or positions. People are more likely to use brands when they know they can count on you to offer accurate information.

● Maintain objectivity

The most important part of providing disputed data or information is to remain neutral. Brands cannot undertake research with an agenda or to prove a point. Instead, it must perform an objective study of the situation. Brands must let the data speak for itself. This precludes the corporation from commenting on the subject and reduces the possibility of negative backlash as a result of the research.

● Show both sides to provide balance

PR can help brands create content that covers a sensitive or divided issue without primarily focusing on the contrary viewpoint. It will determine how the brand might respond to or make comments about the sensitive topic. Maintain balance by including a glance at the lighter side of the story. Displaying both sides adds believability. It keeps the content from appearing too harsh and distances your brand from taking a position on the subject.

Finally, it is vital to spend time thoroughly researching sensitive subject matter in order to obtain all necessary details while remaining conscious of the subject’s sensitivity.

PR ensures that the topic matter is appropriately reflected. PR aids brands in focusing on sensitive topics, but it must strike a fine balance between the need to increase awareness and any sensitivities around real-life situations, or make sure that the topic is addressed via the appropriate channels.

The author of this article is Scenic Communication co-founder Anindita Gupta.

Brands

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

Published

4 weeks ago

February 9, 2026

indiantelevision.com Team

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.

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.

Brands

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

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

Published

4 weeks ago

February 9, 2026

indiantelevision.com Team

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.

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.

MAM

Washington Post CEO exits abruptly after newsroom cuts spark backlash

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

Published

4 weeks ago

February 9, 2026

indiantelevision.com Team

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.

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.

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.