MAM
GUEST COLUMN: How digital marketing is growing post Covid-19
Mumbai: Technology is fast infesting all of the world’s processes in today’s day and age. Digitisation has become the norm of the day and is fast-changing the way we see the world. The simplest and most regular of activities have now transitioned into a virtual format. In this scenario, the advertising and marketing arenas are no exception, as digital marketing has surfaced as the prime form of marketing in the 21st century.
Even though digital marketing as an industry has been on the rise for the better half of the decade, one cannot overlook the significant contribution that Covid has made in accelerating its growth. As per a report by Statista, the Indian digital marketing industry that valued at Rs 47 billion in 2015 had reached the value of Rs 199 billion in 2020. The report further went on to predict that the industry will continue on this remarkable trajectory and reach a staggering Rs 539 billion by 2024.
Since a principal reason for such paced growth of digital marketing as a field is the pandemic, one has to speculate its existence and growth after the pandemic is over as well. Especially with preventive vaccines rolling out and the probable end of the crisis approaching, an evaluation must be done with regard to what a firm operating in the industry can expect in the post-Covid era. Some trends as expected to dominate the landscape of digital marketing in the year 2022 are listed as follows-
Growing importance of content quality
‘Content is king’ is a popularly accepted phrase now. A company is primarily known and recognised by the content that is available on various platforms under its name as that is what a large chunk of prospective customers interact with. Thus, it is vital for the content to be top-notch as a brand’s image and potential business largely depend on the first impression it makes. Good quality content will captivate the reader’s attention and lure them in to glance at the products and services that you offer.
The quality of the content is, in fact, so crucial when it comes to making a mark on the potential customer and interesting them in your brand that it can prove to be a make or break factor for your digital advertising campaign’s success. Digital marketers are expected to note this steadily growing trend of content importance and capitalise on it in the approaching year to gain customer trust and attention.
Influencer Marketing
The attention span of people is reducing by the day in this day of technology and fast entertainment. Nowadays, the prime priority of consumers is quickness and efficiency in all fields of life. Additionally, as the internet population grows more diverse and scattered, it becomes increasingly harder to capture their attention, even for a limited time. There is thus a need for digital advertising to be done in a manner that conveys all vital information in a crisp and engaging manner.
Additionally, there is also a need for marketing agencies to pick carefully the manner and the platform on which a particular offering will be advertised based on the target customer group. Influencer marketing is one tool that is fast picking up in today’s time due to its several benefits such as existing customer trust in their favourite influencers, affinity to popular platforms, and proven effectiveness. This trend is expected to escalate in the year 2022 as well owing to these and more perks that it carries.
Growing need and importance of virtual assistants
Technology is at the core of all innovation and is thus an integral part of ‘the way forward.’ AI has been ruling all industries for the greater part of this decade and is only expected to continue the streak. Automation and Chatbots have now made their way into most of the B2C communication that goes on in today’s date, thereby making these processes quick, efficient, and economic. It is critical for digital marketing firms to infuse the use of automation and AI in their daily processes to enhance their efficiency and results.
Summing Up
The digital marketing industry has experienced enormous growth in the wake of the Covid pandemic. However, as the pandemic is coming under control and drawing to a possible end, the industry is bound to undergo some substantial changes. In this scenario, it is important for a firm functioning in this industry to assess the trends that are expected to dictate the approaching times. Some of the principal trends as such were discussed in the scope of this article.
(Amol Roy is the founder of The Shutter Cast. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)
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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