MAM
Interactive Television: Throwing light at cinema advertising
MUMBAI: In the country where cricket and movies are more than a pastime, for Ajay Mehta films meant more than just a family business.
Brought up in a household of film distributors, Mehta decided to do much more than that for the same industry. “I wanted to do something related but not join the family business and working with advertisers sounded exciting and fun,” he recalls.
Founded in 1996 in New Delhi, Interactive Television, was set up as a marketing agency which provides cinema advertising and marketing services in multiplexes, malls, and shopping chains.
However, the journey wasn’t a smooth one even though he belonged to the film fraternity. “The biggest challenge was to convince people of the medium without any data and in fact the cinema industry still does not offer enough data to advertisers,” says Mehta while adding that in the digital age that is simply unacceptable.
Even though everyone knows that cinema is like a religion in India but without viewership data and demographics, advertisers are investing in the dark, highlights Mehta. To counter this, Cinema Audit Monitoring (CAM) was launched, which according to him was the first step in making the medium transparent and accountable.
Today, working across 9000 screens in India, the company is country’s only integrated entertainment and retail marketing company, releasing CAM report each month, which gives comparative analysis of cinema advertising and movie marketing throughout the country.
Satisfied with the journey so far, Mehta feels that the process of establishing a medium which was not in any major advertisers plans to one which is included in every major plan has been tremendous. “High point have been many, every conversion of a client is a high point especially the non believers, every innovation is a high point as it feels special to create an idea which has not been thought off before, advertising for Indian clients in international markets like the USA, UK and the UAE has been a high point as Indian movies now have a global reach and can offer a platform for clients trying to reach out to the Indian diaspora.”
Seeing the potential, WPP had acquired the company, but it remains an independent company. “They have been fantastic shareholders and we have learnt a lot from them, apart from access to clients, we have learnt a lot on systems, processes, accountability to clients. The business has benefited from the insights which they have brought and we have managed to scale up the business post them coming on board,” informs Mehta.
Started with just three people, the company now employees more than 70 in six cities which helps it to create exclusive packages for its clients. “Our people are our biggest strength and come from diverse backgrounds like cinema chains, media agencies, logistic companies, research agencies and ad sale houses. This is unmatched in the industry and gives us deep understanding of what clients want from their media investments and also gives us insights into how the cinema channel thinks. This ability to understand the entire landscape of cinema advertising is our biggest advantage.” The company has been responsible for immense value adds to promotions for corporates like Samsung, HLL, ITC Foods, Reckitt Benckiser, Vodafone, Star Network, and many more.
On the current market trend, Mehta believes that single screens have a lot of potential for advertisers trying to reach out to the mass market and categories such as FMCG, telecom, BFSI etc can leverage the reach and impact offered by the largest screen in the world i.e. the movie screen. “Digital cinema is an enabler for it and today new content reaches smaller cities on the same day as the Delhis and Mumbais of the world, this means piracy is controlled and newer audiences are embracing cinema. Till today, advertisers found advertising on single screens in small cities logistically difficult but this has changed completely with digital cinema. We think digital cinema will be the growth driver for the whole cinema advertising industry and we at Interactive want to lead this transition,” he pinpoints.
As for the future plans, the agency wants to lead the process of making this medium more transparent and accountable through newer tools and Big Data. “We also think cinema is more than just the screen and is the only medium where one can have a live engagement with the audiences, off screen advertising is still pretty much a virgin territory and we want to ensure that gets its value,” concludes Mehta.
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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