MAM
GUEST ARTICLE: The future of brand marketing using influencers
Mumbai: ‘Influencer marketing is the future,’ ‘Influencer marketing helps brands reach millions,’ and ‘Influencer marketing has limitless potential.’ We see such statements across articles, news, blogs, etc. As we dissect the relevance and future of influencer marketing, let’s clarify what it is.
Simply put, influencer marketing uses content creators on social media to craft engaging promotional content to drive traffic and conversions, boosting the brand’s growth and revenue. But is it true? Can we assume that brands can turn towards influencer marketing as the marketing industry’s future? And if so, how is this shift getting suitable returns? How is the integration happening across different mediums? How is it a reliable method of generating high ROI? Finally, and most importantly, what is influencer marketing for brands? In this article, we will unravel this boundless strategy.
One strategy – multiple purposes served
Influencer marketing, with its multifaceted benefits, serves more than one purpose. Some of the objectives of brand marketing with influencers can range from:
1. Building brand awareness: Influencers can amp up the brand positioning and visibility for their respective followers, especially if they’re niche-based with a highly engaged audience.
2. Increase reach: Influencers can help brands reach broader and more relevant audiences across cities or countries. This also helps the audience connect strongly with the brand that their favourite influencers associate with.
3. Drive sales/traffic: Influencers can help brands get more qualified leads and traffic with their content.
4. Improve brand image: Influencers are usually considered experts or key leaders in their niche or industry, and their followers highly value their opinions. When an influencer posts something good about or for the brand, this boosts the brand’s credibility and image.
Sass and Sales are on the same side now-
The evolution of digital marketing has taken over people’s digital privacy, so it’s safe to say that most of the expensive advertisements you’re pushing forward to your potential customers are not even reaching them. As a result, people are now paying to stop receiving advertisements. So it’s no surprise that the marketing industry witnessed the rise of influencer marketing as the hero of marketing, helping brands reach their potential customers on social media platforms with quirky, engaging, and relatable promotional content. Leading creators have mastered the subtle and sassy ways of promoting products or services. Be it Bhuvan Bam’s Myntra collaboration, RJ Karishma’s Hotstar collaboration or KYRA’s boAt collaboration, the content doesn’t just reach millions of people, it also helps people connect more with the brand. They feel the urge to buy the products recommended by their favourite influencer, driving high ROI in sales, website traffic, instals, brand visibility, awareness, and so much more.
Pay Less, Earn More? Yes, that’s on the table
Tired of paying for ads and marketing promises that never yield good returns? Influencer marketing has successfully established itself as a cost-effective strategy. How? Here’s an example: Micro-influencers charge as low as Rs 2,000 for content that reaches 50k potential customers. At the same time, macro influencers charge Rs 40,000 or more for content that reaches five million potential customers. Moreover, influencer marketing can be customised to suit your brand’s budget, ensuring your brand spends less and gains more.
Not just that, some influencers even prefer to do barter campaigns, meaning your brand can give some products to the influencer in exchange for a promotional post for the product.
Rule the digital world? Yes, along with customers’ hearts and pockets!
The digital crowd is hooked on their social media platforms throughout the day. Be it Instagram, Youtube, Twitter, LinkedIn, or Facebook. However, the digital crowd is smart, so the selling process has to be more innovative. Customers are no longer attracted to advertisements promoting anything and everything. Brand marketing with influencers can be considered the liveliest form of marketing by simultaneously capturing millions across the globe. Let’s check out some of the leading influencer campaigns across different social media platforms to better understand them.
1. YouTube influencer marketing: Youtube influencers specialise in different niches. Collaborating with YouTubers for brand marketing can add value for your target audience while driving higher conversions. Some YouTube brand campaigns with influencers include live-shopping, review videos, and narrative and reaction videos, among others. Case in point, Open Book launched a regional campaign with influencers to familiarise the brand’s new products with its target audience. The content revolved around experts talking about the products and their solutions.
2. Instagram influencer marketing: With Instagram, brand marketing with influencers usually focuses on campaigns that aim to earn brand mentions, product reviews, content sharing, and contests. With the rising popularity of Instagram in the last decade, the creator pool has successfully implemented content curation and creation strategies that boost brand awareness, sales, brand visibility and more. Case in point: Paragon collaborated with mega influencers to target the youth audience and depict the brand as the go-to footwear for all occasions. The content revolved around reviews and product experiences, with a hint of humour.
3. Snapchat influencer marketing: Snapchat marketing with influencers is often considered the ace of social media due to the high rates of conversion, genuine interaction, and two-way content engagement allure it holds. Case in point: In 2020, Dunkin’ Donuts launched the most extensive campaign on Snapchat. To put a smile on its customers’ faces, it launched a campaign on National Donut Day. The brand’s Snapchat channel was taken over by influencers who posted snaps from Dunkin’ Donut outlets. To enhance their customers’ experience, they also devised a “Geofilter” that visitors could access after signing up with the store, driving high outlet visits.
Over the years, we have witnessed brand marketing with influencers on Facebook, TikTok, Twitter, etc. It is safe to say that the trend has seen a glorious rise, and the future of brand marketing with influencers is ripe with possibilities and opportunities. Most brands have started adopting and adapting as per the latest trends and updates, staying in-vogue with campaign strategies with the “WOW” factor for the digital crowd, like boAt with its first-ever campaign with virtual influencer KYRA or L’Oreal revamping its influencer marketing strategies in a relatable way. One thing is sure: influencer marketing plays a vital role in the growth trajectory of brands. It won’t be long before most leading brands shift their strategies to adopt influencer marketing as a core strategy.
The author of this article is The Good Creator Co. co-founder Rahul Singh.
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
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.
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.
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.
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