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India’s advertising clampdown leaves alcobev industry hungover

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MUMBAI: Having a little drink here and there never harmed anyone. While most of us would like to believe and often preach this, the Indian government clearly does not seem to think so. Maybe that’s also because we Indians like to consider ourselves “Sanskaari” who do not indulge in any misdemeanour or wrongdoing. A part of it is also because it may ‘influence’ the children to indulge in drinking and turn them into big bad drunk people.

India has held a strong stance on the ban of advertising tobacco and liquor products since 1995. That’s why we don’t see Kingfisher, Budweiser, Smirnoff, etc advertising liquor on television or outdoor. The ban was enforced after extensive research from the Indian Ministry of Health that found cigarettes and liquor had adverse effects on a person’s health. Also, the Indian government holds the notion that these products are especially harmful to a person’s mental health while making them lazy and unmotivated. The combination of these factors eventually led to a ban on advertising of these products throughout its media channels.

However, the increase in population saw the sales of tobacco and liquor increase at an exponential rate, forcing companies to seek alternative means of advertising, which led to the eventual creation of surrogate advertising in India.

Advertising alcoholic beverages have been banned in India as per the Cable Television Network (Regulation) Amendment Bill which came into effect on 8 September 2000. Private channels often permit alcohol companies to advertise using the surrogate route and that is why we see major liquor brands promoting and advertising themselves for their club sodas, mineral water, CDs or playing cards to hammer the brand name into the heads of consumers.

Bagpiper was one of the earliest brands that took to surrogate advertising. The brand introduced the slogan of “Khoob jamega rang jab mil bhaitenge teen yaar. Aap, main aur Bagpiper” in 1993 and got the-then famous Bollywood celebrities such as Dharmendra, Jackie Shroff and others to feature in its ‘soda’ campaigns.

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India is the third largest liquor market in the world, with an overall retail market size of US$ 35 billion per annum. The annual consumption rate has been increasing steadily over the past six years and stood at 8.9 per cent as of 2017.

The Indian Premier League (IPL) tournament 2018 saw more liquor ads than ever. There are ads for Black & White, Royal Challenge, Signature, Chivas and Seagram’s Royal Stag. It was nothing but a charade of surrogate ads that were openly selling liquor. One such instance was RC showcasing Indian cricketer Virat Kohli marketing a sports drink which is not to be found anywhere easily on e-commerce websites or local supermarkets.

While liquor brands already have limited channels to advertise (including on the board and in-store at bars and wine shops, pubs), they have been further cut down to practically nothing! Remember seeing Virat Kohli’s image on a wine shop’s hoarding? Or whiskey pouring down from a bottle of McDowell’s or Blender’s Pride? Well, those are things of the past now as the Excise Department of Maharashtra in April this year directed all alcohol stores to remove advertisements of liquor brands, flexes and neon signs. Indore had earlier put a ban on advertisement boards outside liquor shops in December 2017.

The department stated that the names could be displayed on boards having a maximum size of 60×90 cm. This includes the display of license number, location and hours of operations. The directive comes on the basis of an archaic 69-year-old Bombay Prohibition Act, 1949.

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Following this, in May 2018, the Excise Department also banned advertising liquor inside the store but has now allowed it on the condition that “the liquor brand or product should not be visible from the entrance of the store”.

Sale of beer, wine and spirits in Mumbai has been growing exponentially over the last few years and that’s due to the changing lifestyle of people, increased social calls and income to spare. While sale of spirits saw a 35.39 per cent increase this year, beer saw a 14.26 per cent jump, while wine saw the highest increase, with an increase of 42.96 per cent when compared to figures of April 2017.

Alcohol sale has been completely stopped in the state of Bihar since 2016 whereas Kerala, a state which records annual liquor sales of over Rs 12000 crore, is also considering putting a state ban on alcohol sale by 2025.

Earlier, marketing for liquor brands involved largely print and television where they communicated a lifestyle and an attitude.

But with this new directive, alcohol brands have been squeezed tight with no medium to advertise themselves as they can’t use television, print, magazine, hoarding or radio. One might wonder what these brands will do next and how will they market themselves in a cluttered AlcoBev sector? Maybe that’s why AlcoBev brands are increasingly shifting their focus on digital advertising as there are no restrictions on the media so far. On digital, these brands can say the narrative they want to, the way they want to.

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Nevertheless, AlcoBev brands can still advertise in other parts of the county but we don’t really know how long it will be before the directive is passed on to other states as well. Since Maharashtra contributes to the largest share of alcohol consumption in India, banning advertisement here will only result in reduced business for these brands. How will customers know if new brands have entered the market or there is a new product launch unless the store manager tells them?

But shouldn’t we be asking whether all of this is really necessary in today’s digital world? A kid as young as seven or eight years old has a smartphone and is able to operate the device like a charm. Kids or young adults on the brink of adulthood are bound to be curious about the big world outside. Even if the government bans liquor advertising on television, print and outdoor, they can easily find that content on Facebook, Instagram and YouTube.

Today, any person irrespective of the age can log in to a liquor company’s official website to get access to all the information they may need. And social media is just a cheery on the top for these curious young minds.

Maybe it’s time for liquor rules and regulations to be more liberal because the digital audience will anyway find its way.

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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

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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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