MAM
IPL engagement on digital is higher than TV: Report
Mumbai: Over the years, The Indian Premier League (IPL) has become one of the biggest and most sought-after platforms to drive brand building and engagement. This year, the cricket extravaganza sees a 20 per cent jump over 2021 with 41 per cent fans saying that they will watch each and every match, according to the findings of Pre-IPL Trends Report, released by Havas Media Group India’s Hi-Cricket. The study revealed that while IPL continues to be a TV-first property, viewers on digital have higher involvement compared to TV.
The league continues to have avid viewers who are engaged with the game at all levels, says the study, with 41 per cent stating they will watch each and every match, 47 per cent following stats closely, and 55 per cent actively participating on social media with posts, comments, match analytics.
Some of the other significant pre-findings of IPL 2022 released by the study include: Over the years female viewership of the game has only increased. 36 per cent stated they will watch each and every match, while 44 per cent stated they watch matches wherein their favourite player/team is playing.
The study found that IPL is an emotion shared with family and friends, with 54 per cent stating they watch it with the entire family while 44 per cent watch it with friends and colleagues. ‘Powerplay’ and ‘Death Overs’ are the most popular segments. The study also reveals that Fantasy leagues are gaining popularity, with 31 per cent respondents having created their own team in 2021.
Havas Media Group India partnered with YouGov, a global research & analytics agency, for its annual syndicated Hi-Cricket study, that helps advertisers measure the impact of their ads during the cricket event.
The Hi-Cricket 2022 study is being conducted across key markets in India – Mumbai, Delhi NCR, Kolkata, Chennai, Bangalore, Hyderabad, Jaipur, Pune, Ahmedabad, Lucknow and Chandigarh. 2700+ respondents are being interviewed using a structured quantitative research questionnaire over three waves – before the event (Pre-IPL wave), during the event (first wave – 30d post start) and post the event. The sampling frame will constitute YouGov’s online panel of 200,000 active respondents encompassing top four metros and seven top tier-1 cities. The sample size is two lakhs, as per the statement.
Hi-Cricket 2022 aims to help brands to further bolster their meaningful connect with consumers and also identify the most meaningful campaigns during IPL. Over the multiple waves that were covered, there has also been a significant jump in brand recall and familiarity across various categories like auto, e-commerce, food delivery etc. Over the course of IPL, making this study an indicator of brand health.
Hi-Cricket is the flagship property of Havas Sports & Entertainment and going forward, this study will cover other sports leagues with the number of cities covered and respondent base being much larger, according to Havas Media Group India. The study is critical for the group to understand the sentiments and performance of IPL in influencing brand metrics as several of its key clients are part of the tournament through various associations.
Every year, Havas Media Group India commissions the Hi-Cricket study to understand the overall sentiments regarding the tournament and each of its elements including delivery, driving engagement for consumers, and creating unique brand experiences. This study captures all that brands are doing including on-ground sponsorships, innovations, exclusive tie-ups and so on, to understand which element drives highest engagement/ROI for them.
“The recent study tracks the impact of IPL 2022 on brand metrics in the endemic world as people have finally come out of isolation,” said Havas Media Group India head of strategy Sanchita Roy. “IPL is all about community building and enjoying the sports league with family and friends, so sentiments surrounding it are undoubtedly high. Involvement with IPL goes far beyond the actual matches as there are peripheral properties including fantasy leagues and gaming that ensure high engagement of viewers thereby making it the best choice for brands to connect with the audience. This makes Hi-Cricket a real time solution that consistently and accurately measures and monitors brand trends based on key indicators. It helps us identify the most meaningful brands and drive meaningful conversations with our clients as we help them understand the overall impact of their association with the IPL.”
This recent study comes at a time when the economy is expected to make the most robust recovery on the back of buoyant market sentiments as the Board of Control for Cricket in India’s (BCCI) IPL is all set to take the centre stage in the endemic world. The study helps establish the efficacy of IPL as a platform when it comes to influencing mind measures and also answers one of the most critical questions that advertisers have today: the role of premium buys on brand health.
“The Hi-Cricket research that YouGov India conducts annually in partnership with Havas Media Group India has become one of the most pivotal research exercises for us,” stated YouGov India general manager Deepa Bhatia. “Hi-Cricket provides an in-depth, customised look into the coveted Indian Premier League (IPL) as an advertising and sponsorship vehicle and is an invaluable tool for brands and marketers to understand how the tournament delivers on their marketing objectives. This is critical given the exponential growth in investment that’s pumped into this cricketing extravaganza by brands, which has in fact made the IPL the biggest platform to create long-term brand image and value. IPL 2022 is coming back with it’s first season in an endemic world. This study is designed to deliver valuable insights into a post-Covid world, within Havas’ Meaningful Brands framework.”
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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