MAM
Guest column: How chat-based ads are winning the marketing race
‘You talking to me?’
The famous line of Travis Bickle, a lonely taxi driver in Martin Scorsese’s iconic film Taxi Driver, is known to cinephiles all over the world. In the world of advertising these days, this line is often being repeated by customers, thanks to the prominent rise of chat-based ads as the most effective medium of communication in the millennial world.
Creating compelling brand engagements has become the need of the hour for brands today. While the digital world has opened up numerous possibilities for advertisers all over the world, this very same abundance of options is also driving them crazy. Brands are trying to create the optimum communication mix by employing multiple channels such as print, radio, TVCs, video ads, social media engagement etc. to connect better with their consumer bases and gain insights to help their marketing efforts. However, understanding the millennial customer’s mind with non-personalised advertising tools is like walking into a labyrinth with general directions, rather than a customised map. While the former will only result in you losing your way as you move further, a map, as is the case with chat-based ads, will ensure that you are able to navigate, control, and conquer it.
Chat-based vs. Video ads: Identifying the perfect ad mechanism for the millennial mind
Imagine this: globally, the average consumer is exposed to 4,000-10,000 brands per day, with 56 per cent of digital ads and 86 per cent of TV ads not being seen – even once! In this era of over-saturation, the only way to keep your brand thriving is to shun the volume-driven approach and create personalised, engaging advertising efforts that make users an essential part of your brand’s conversation. This is where chat-based ads are most suited, for they do not inform, but engage users through a two-way communication. As chat-based ads are driven by the inputs of the users, there is no predefined message or conclusion and the chat ad takes a route as driven by the conversation. At one to two minutes, the user engagement on chats is also much higher when compared to the sub-10 seconds worth of engagement that video ads deliver. Even with the rapidly growing proliferation of social media, and its share of video-based content, in our lives, theengagement rate of 75 per centon personalised chatbot-based ads is much higher than the measly 10 per cent of audience interactions that video-based ads manage.
While video ads today offer an edgier style that also has a call-to-action embedded in the form of a link to the brand’s homepage, it can never be a help in the fundamental process of decision-making due to its inherent opacity. Chat-based ads, on the other hand, engage customers by distilling the rigid process of advertising into a simple and personal conversation. Perhaps, this is the reason why 90 per cent of users are reported to give a positive feedback to chat-based conversations, as compared to 45 per cent affirmative responses received by video ads.

Furthermore, the recent technological developments in the field of machine learning and artificial intelligence have made it possible for chat-based ads to offer remarkably authentic conversational experience, while simultaneously collating data and solving a user’s problem. For business purposes, chatbot creators like us have developed numerous solutions that help organisations to conduct initial communication with customers. These chatbots then store the data, thus obtained, and analyse it. The information collated by chatbots presents a rich data source that enriches future conversations by human agents, invariably culminating in positive end-results for the business. In fact, 40 per cent of chat-initiated communication efforts result in task completion, a number that in videos still hovers at 10 per cent.
Apart from the fact that it creates highly personalised experiences for the user, the alternative possibilities with chatbots, as opposed to video ads, is endless. Chat-based solutions are being used the world over to tackle a diverse range of problems, from helping out cyber harassment victims report incidents and file complaints to helping insomniacs get through the night without having to go through multiple re-readings of old WhatsApp conversations! For instance, Endurance, a chatbot specifically designed for dementia patients, apart from being a conversational companion to the users suffering from the ailment, also identifies deviations in conversational branches indicative of a problem with immediate recollection – quite a technical achievement for a natural language processing-based system.
Every era has a generation-defining advertising medium that is preferred by consumers. The post-World War eras saw the epic rise of print-based ads, which was followed by the complete dominance of radio and TVCs. At the onset of the digital era, video ads and content ruled the roost. As the era of smartphones reaches its peak, it still hangs on to the throne. But chat-based ads, with their personalised, flexible, deeply engaging, and highly-efficient approach, are quietly making their way to the top, one conversation at a time.
The author is the co-founder and CEO ofHaptik. The opinions expressed here are his own and Indiantelevision.com may not subscribe to them.
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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.
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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.
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.
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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.
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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.
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.
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