MAM
Innovative and creative: Star Sports campaigns in 2019
MUMBAI: Star Sports – India’s leading sports broadcaster is committed to bringing the best sporting action from around the world to its viewers. With the focus on engaging with die-hard fans while also introducing new people to the exciting world of sports, Star Sports conceptualized new and innovative campaigns. The aim of the campaigns was to capture everything that makes sports exciting and builds up anticipation for tournaments.
Let Kids Play and A Christmas Surprise by Virat Kohli
In 2019, Team India captain Virat Kohli took it upon himself to bring happiness to the children of the nation. In collaboration with Star Sports, Captain Kohli launched the ‘Let Kids Play’ campaign which urged parents to allow kids to go out and play. The campaign focused on how outdoor activities build character, personality and leadership qualities in kids.
Let Kids Play
For Christmas, Kohli brought joy in the lives of children in a shelter home as he dressed up as Santa Claus and showed up with gifts for the children. After fulfilling the wishes of each and every child, Kohli gave them the best surprise of all as he removed his disguise and celebrated Christmas with the children.
Christmas Surprise with Virat Kohli
The Home of Cricket
With each passing season, the Indian Premier League unearths new young talent that sets the game on fire. To build on this very narrative, Star Sports, in collaboration with BCCI, unveiled the #GameBanayegaName campaign to establish the platform that VIVO IPL provides to untapped talent. The campaign set the tone for upcoming tournaments and as the competition progressed, provided the inspiration for several standout performances from budding stars like Riyan Parag, Shubman Gill, Navdeep Saini, Arshdeep Singh among others.
GameBanayegaName
In a similar vein, to generate buzz around the ICC Cricket World Cup 2019, the #CricketKaCrown campaign was unveiled. The central thought of the campaign was of the ICC CWC trophy being the ‘Crown of Cricket’ which every World Cup team sought to win. Winning the ‘Crown of Cricket’ would get the team the bragging rights for the next four years.
Cricket Ka Crown
In an attempt to break away from the norm, Star Sports introduced animated storytelling with a bat and ball as humanized characters that help break the clutter and drive recall for the Home Season of Cricket starting with the contest between India and South Africa. The TVCs created a unique identity in the form of a ‘Cricket Universe’, where the Bat termed as ‘Balla Ram’ and Ball as ‘Ball-Adams’ – symbolize the fan voices from two countries and are seen in a real-life environment.
Ballaram vs Ball Adams
The IND-WI series began with Rohit Sharma and Keiron Pollard putting their friendship on the backburner on Twitter and launching the #UnfriendshipDay campaign. The campaign caught a lot of eyes on the social media platform as fans enjoyed the banter between the two IPL teammates with a series of videos showing them playing. The #UnfriendshipDay campaign created anticipation amongst fans and helped in creating a lot of buzz around the IND-WI T20 series.
#UnfriendshipDay
Fans come together to celebrate the best football action
Football as a sport is growing by leaps and bounds in India leading to Star Sports’ launching its new HERO ISL campaign to showcase the love of fans for their favourite teams and how truly invested in the sport they are. This campaign is based on the #truelove and passion fans have showcased for their favourite teams. The #truelove campaign for HERO ISL 2019-20 also saw individual creative campaigns run by ATK, Kerala Blasters and North East United F.C. showcasing the love and never-ending support of their fans for their players and teams.
HERO ISL True Love
Kerala Blaster True Love
NorthEast United FC True Love
ATK True Love
Football Sports Development Limited (FSDL) conducted the HERO U-17 Women’s Championship under the aegis of AIFF, with the aim to select the best players to represent India at the 2020 FIFA U-17 Women’s World Cup. FSDL along with Star Sports launched the #GroundsKnowNoGender campaign to build interest in women’s youth football in the country and inspire girls across India to take up the sport.
Grounds Know No Gender
One of the most watched football leagues, the Premier League, has found a home on the Star Sports network for several years now. India’s passion for football and the Premier League has grown by leaps and bounds in the last few years and has gained legions of fans- both old and new- across the country. The recent campaign by Star Sports shows a young girl who gradually falls in love with the Premier League as she sees her brother wear his emotions on his sleeve for his favourite Premier League club. The campaign is designed around the central thought of showcasing the journey of how people fall in love with Premier League. This slice of life portrayal is inspired by numerous stories of siblings and friends as to how they fell in love with their favorite club.
Premier League
Toughest Season of vivo Pro Kabaddi
Depicting Kabaddi as a tough sport, the #IsseToughKuchNahi campaign conceptualized by Star Sports ahead of the Pro Kabaddi League, highlighted key aspects that players build over the course of the season which include strength, agility and absolute brute power. The first TVC in the series starring Telugu Titans ace defender Vishal Bharadwaj was launched during the most anticipated clash between India and England at the ICC Cricket World Cup 2019 across TV and Digital mediums. The other films that followed, featured kabaddi heroes such as ‘The Showman’ Rahul Chaudhari and Siddharth ‘Bahubali’ Desai.
Promo 1 featuring Vishal Bhardwaj
Promo 2 featuring Rahul Chaudhari
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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