MAM
India is 18-24 months away from an inflection point: Ashish Bhasin
MUMBAI: Today’s advertisers aren’t short of options to choose from through which they can get a message across. But the difficult task at hand is to identify the one that allows optimisation of reach and viewership.
The digital media itself slices into many types of patterns – branded viral videos, advertorials, branded chat rooms and much more. In 2017, the muttering about artificial intelligence, chatbots, virtual reality, internet of things and m-commerce grew more than ever. With the hangover of GST and demonetisation in recovery mode, brands are back at leveraging the power of digital.
According to a recent report by IPG Mediabrands’ agency Magna, advertising expenditure in India will grow at 12.1 per cent to reach Rs 68,334 crore by 2018. While television is expected to grow at the rate of 12.2 per cent to reach Rs 27,617, digital is projected to grow at 25.2 per cent and will reach Rs 12,808 crore from its existing Rs 10,277 crore.
Though his age may confound you, Dentsu Aegis Network chairman and CEO of South Asia Ashish Bhasin is vociferous about the digital medium. For over 30 years, he has seen the media transform from print to TV and now evolving into digital. Indiantelevision.com got talking to Bhasin where he spills the beans on television, digital advertising, plan for Dentsu and much more. Excerpts:
When will the digital advertising market in India gain critical mass?
In terms of the digital advertising market, countries such as South Korea and China are ahead of India. In these markets, where smartphone penetration is over 40 per cent, an inflection point comes in because ultimately, advertising is driven majorly by FMCG, automobiles, consumer durables and others who want to reach mass numbers.
Out of the Rs 55,000 crore advertising market, Rs 10,000-11,000 crore is driven by FMCG across all media, although most of their spends are on television. Traditionally, these advertisers spent 90 per cent of their budget on television but that will soon change as digital will gain more importance. India is 18-24 months away from an inflection point. Out of every 100 phones in India, only 24 are smartphones. But there are some things that can make this whole calculation go haywire and expedite this and that is the entry of Reliance Jio as it is offering smartphones almost free of cost. Once every individual in India owns a smartphone, video consumption will increase and you already have data available at cheap prices.
Facebook and Google account for 78 per cent of advertising on digital…
They do, but I believe a new player will emerge in that segment, three years from now, and that is going to be Amazon. The reason for that is you can advertise and complete the transaction on one platform.
Google’s model is very simple. Platforms like Google and Facebook have one of the largest consumer base. Their consumer base is growing at the rate of 30-40 per cent every year. It took big players like Google, Amazon and Hindustan Unilever years to become a multimillion dollar companies . It took Dabur maybe a 100 years to get to a $1 billion but it took Patanjali only a year and half. The Patanjali story makes for a great marketing case study. He (Baba Ramdev) has done everything opposite to what we have ever been taught. He has used himself as the brand ambassador for all his products and that has worked brilliantly for his brand.
Where do you see Dentsu Aegis Network 5 years down the line?
We are driving change in the digital transformation direction. We are investing heavily in data. Dentsu Aegis Network has acquired Merkle in the United States which has platforms like M1 that house and use PII data of hundreds of millions of people. In India, we have acquired Sokarti and SVG media. Between these two, we have PII data of around 120-130 million people. We are building our DMP (data management platform) and I want to have PII data of 200 million people very soon. Out of the 26 agencies in Dentsu umbrella, eight are digital agencies. In 2018, 45 per cent of our revenues will come from our digital business.
What about television?
In India, for the next five to seven years, all mediums will grow including television because the penetration is increasing. FreeDish will drive the penetration in smaller markets. By the next year, around 30 million television sets will be sold in India and all of them will have flat screens while CRT (cathode ray tube) TV will be phased out of India eventually. Today, the consumer is driving the change. Affordability is a big issue in smaller markets but the moment flat screen TV becomes affordable, every house will have it. India is a price-sensitive market. Everybody wants a smartphone but not everyone can afford it. The moment it becomes available at Rs 2000, no one will have a feature phone. Likewise for TVs.
Do you think outdoor will be impacted because of digital?
We have to stop seeing digital as a medium. Outdoor will be significantly impacted by digital but that doesn’t mean outdoor will go away. I see 100 per cent of our business being digitally impacted five years from now but that doesn’t mean there won’t be non-digital business. Every business around the world will be impacted by digital. But OOH as a medium will thrive and grow rapidly in India with so many airports, metros and infrastructure projects coming up.
What about non-traditional platforms used for business transactions?
WhatsApp is becoming bigger than Facebook. A huge amount of business happens on WhatsApp today in India. A few years from now, all social media platforms will become banks where you will be able to compete your transaction just like Paytm. This is the first year where the number of ATMs and banks has reduced in India. Why do people need to go to banks and ATM when they can transact online!
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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