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GUEST COLUMN: The harm that good ads do

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Mumbai: If you want to greet somebody in the morning, two things are essential. First, you have to say ‘Good Morning,’ not ‘Good Night’ or ‘Good Afternoon.’ And second, you should say it pleasantly. If this combination goes haywire, you won’t get the other person to say ‘Good Morning’ to you, and with a smile.

What to say is the ‘strategy’. How to say is the ‘creative’. Effective communication is a perfect blend of content and presentation.

The job of strategy is to set the message right. And to do that, it has to get the objective right. It should be a precise and well-defined objective. The objective must be in terms of a shift in feeling with reference to the brand in question. And then, to achieve that, the specific message has to be precise like the tip of an arrow. Sharp.

A creative’s job is to say ‘Good Morning’ but in a way that is interesting and engaging. Saying it with a blank face and with a serious voice won’t cut any ice. At the same time, a creative cannot say ‘Good Night’ in the morning howsoever enchanting the way it is said in. Your audience will like the smile and the charm but won’t get that you wanted to greet them with a ‘Good Morning.’

When the strategy is right, it may be basic, it may be obvious, but if it is right, the job of the creative is to engage the audience in a powerful manner. And only an emotional approach can engage the audience in a powerful way. Emotions can be of any kind, including humour, which is one of the most powerful emotions used for communication.

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Things start behaving like life when we forget this basic principle. When we create ads that are very engaging but they don’t say ‘Good Morning’ or ‘Good Afternoon,’ they might confuse people but in a very engaging and charming way. The road to disaster is paved with charming ads.  God forgive them for they know not what they were supposed to convey.

And while they don’t communicate what they were supposed to, they obviously don’t get the right result, which is primarily contributing to the brand image and secondarily, helping sell the product. When the batsman doesn’t score the runs in spite of hitting some beautiful shots, the selectors start believing that those shots must not be used again. While the real culprit is the strategic miscalculation while executing these shots.

Clients start believing that since these charming ads aren’t working in the long run, charming ads don’t work. They don’t see the bigger picture and become wary of ads that are highly creative. And they go back to dull and boring ads which they believe work for the brand.

We need to understand and distinguish between four kinds of ads:

1.     Boring ads based on wrong strategies.

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2.     Boring ads based on the right strategies.

3.     Highly engaging ads based on the right strategies.

4.     Highly engaging ads based on wrong strategies, and

No 1) Boring ads based on wrong strategies are certified and guaranteed disasters. Nothing can save them. Everything is wrong with them. Life looks quite pointless after watching them. Something immediately dies inside you.

No 2) Boring ads based on the right strategies are mediocre and will bring average results for the image. Look around, the world is full of them. These are donkeys walking in the right direction. But they are donkeys.

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No 3) Highly engaging ads based on the right strategies are the darlings of the industry. Everybody wants them. Though, not everybody recognizes them. There is no debate on these. They build factories.

No 4) These are highly engaging ads based on wrong strategies. These are the good-looking villains which do the real harm. They are like ‘Asurs’ in the guise of ‘Apsaras’.  Because of them, you don’t get the message right. They say “Good Evening” in a beautiful voice at 7 am, leaving the audience charmed, confused, and lost.

These ads give a bad name to the really good, charming, engaging, and creative ads. Clients become wary of all creative and clutter-breaking ads. Once bitten, twice shy. The Cred Rahul Dravid ad is the epitome of this category. Highly engaging and disruptive, but leave the audience asking “Arre kehna kya chaahte ho bhai?”

(Kapil Mishra is a brand and creative Consultant at Indiassetz, where he oversees the entire marketing, social media communication, and advertising. The views expressed in this column are personal, and Indiantelevision.com may not subscribe to them.)

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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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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.

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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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MAM

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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