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Indian digital marketers underinvested in mobile advertising in 2016

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Delhi: When asked to look back at 2016, 89 percent of digital marketers in India are likely to say that they underinvested in mobile advertising, with tablet and desktop advertising likely to come in second and third respectively according to an Adobe Digital Insights – Indian Advertising Report 2017 (Adobe Ad Report). Indian marketers know that mobile is the future was one six of the key insights of the report.

Other insights of the Adobe report include: Indian consumers want personalization; Mobile is increasingly the channel of choice for Video; Consumers are happy with marketers, but want more; Programmatic is the path to the future; and Marketers ask for more tech to meet consumers personalization expectations are the other five insights of the Adobe Ad Report.

Adobe says that Indian consumers show stronger preferences towards personalization that any other country it surveyed. About 75 percent (80 percent millennial) of Indians prefer to see ads that are personalized. ADI Int’l Survey 2017 covered over 3,000 consumers and over 300 digital marketers from 3 countries – Australia, India and South Korea. (over 1,000 consumers in each country, and over 100 marketers from India and South Korea and over 75 from Australia).

Sixty three percent (69 percent millennials) of the Indian consumers surveyed were comfortable with the brands they use regularly using their personal data to customize website, content, emails, and advertising. Indian consumers are much more likely than those in any other country to say that digital marketers usually respect their privacy. Fifty eight percent (63 percent millennials) of the surveyed consumers felt that marketers today are usually respectful of their digital privacy.

59 percent (68 percent millennial) of Indians surveyed said that they found digital ads more ‘more interesting and useful’ than ads on channels such as television and radio that can’t personalized.

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Indian consumers are more likely to see relevant ads while either browsing or while on social media versus in a mobile app or while watching video. Indian consumers between ages 18 to 34 said that they spent an average of 41 percent of their time viewing video on mobile, while across all the respondents who said that they spent 34 percent of their time viewing video on mobile. Comparatively, 22 percent (35 percent millennials) of time was spent by Australians and 29 percent (38 percent millennials) of time was spent by South Koreans in watching video content.

Of all the countries surveyed by Adobe, India shows the greatest disconnect between consumers and markers in terms of whether ads have improved over the last two years – Seventy three percent of the consumers said that they think brands do a good job of showing ads of products and services of interest to them, but only 48 percent thought that advertisers have gotten better over the last two years at delivering compelling ads. At the same time, 63 percent of the marketers felt that advertisers have gotten better.

72 percent (77 percent millennials) felt that social media channels are getting better at giving them relevant content and ads. Sixty six percent (72 percent millennials) felt that the ads they see were relevant to them.

Most marketers in India expect their programmatic investing to increase in 2017, with audience targeting as the top benefit of programmatic. For putting the target audience targeting capabilities to good use, optimization is expected to be the top investment area for digital marketers. In terms of effectively targeting more consumers, marketers are most likely to cite technology limitations related to pulling available data together for personalization. While social platforms led the way, 25 to 38 percent of the advertisers planned to spend more than half their budget programmatically on any given channel – this could be TV, Connected TV, Desktop video, Mobile video, Out-of-home, Search, Display or Social.

Most advertisers (91 percent Indians) are most satisfied with their ability to measure the effectiveness of their advertisements across channels. India leads (82 percent Indians) the way in believing that third party measurement is important.

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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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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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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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