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Isobar introduces programmatic radio buying in India

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MUMBAI: The face of radio and music consumption has changed with the smartphone explosion in India and so has the way advertisers look at the market. With almost all music consumers tuned into their favourite tracks through their choice of over-the-top digital music players, top media agencies too are taking note that radio as a form of mass media could catch up with the rest backed by data and analytics.

A good example of this is the recently launched initiative from Dentsu Aegis Network’s digital arm, Isobar India, in partnership with AMNET that facilitates programmatic radio buying — a first of its kind in India as per the agency. In order to execute the first ever digital radio, Isobar and AMNET partnered with digital audio companies, Triton Digital and AdsWizz by integrating data with Appnexus.

Online music consumption enabled by players like Guevara, Tunein, Planet Radio city, AIR Fm Gold and Music Live FM etc. have democratized the music industry in India, making it a lucrative segment for brands to capitalize on. However, until recently, media buys used to happen on these platforms on an ad hoc basis with no clear definition of the audience segment clusters.

But with introduction of digital radio infusing intelligent targeting through programmatic solution,the new tool from Isobar will be efficient in aiding the process of acquiring new customers and delivering relevant output to existing customers via search, display, native, video and social.

Breaking the concept down for the layman, Isobar India MD Shamsuddin Jasani AKA Shams explained, “Currently music lovers are consuming most of their music on the Gaanas and Saavns of the world as opposed to traditional radio channels. With the new tool that we are launching we are able to marry the data that we acquire from these digital players and target consumers.This will allow advertisers to programmatically buy audience targeted digital radio units based on the consumer’s’ music listening behaviour. Basically radio commercials that are targeted at digital music consumers.”

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AMNET India business head Salil Shanker said, “At AMNET, we believe in extracting the full potential of our brand offerings by using AMNET Audience Centre to profile new customers, deliver unique messaging to brand loyalists, and connect audiences across channel beats they fall into – i.e. Search, Video, Social and Native. Many brands fail to connect with relevant audiences, who consume audio content on the go (on digital radio).We have managed to bridge this gap by introducing the first ever programmatic digital radio in India. Our recent associations with brands like Microsoft, DS Group and JK Tyres have identified the potential of digital radio like never before and adopted this new-age technology.”

Similar to how two way communication through digitally addressable system (DAS) on television allows advertisers to run different ads targeted at different audience parallely, programmatic buying of radio units will let advertisers place user specific different communications all playing at the same time.

“We are creating different profiles for users to be categorised in based on the different campaigns. It’s not like one profile fits all consumers. We are able to target different profiles of consumers with different ad sports at different points in their purchase journey for a particular advertiser. For example at one time 30 different 15 second-er audio spots can run on one of these on demand music players.” Not to mention, being audio, the ad spots are lighter on the advertiser’s pocket as well.

There are several perks to using audio as a medium of communication for brands. Apart from targeted messaging that saves brands from spraying and praying, and prevents wastage of precious advertising budget, tapping into a whole new market is another advantage that the new tool offers advertisers. “Most of the users who have switched to digital to listen to music are not paid users. In turn they are okay with listeing to advertisements as long as they have access to the huge music libraries players such as Saavan and Gaana.com have to offer.”
Currently digital agency already has three major clients onboard with the new initiative namely – -DS Group, Microsoft and JK Tyres.Claiming it to be the first of its kind in Asia Pacific, the agency also hopes to get 50 to 60 clients using the service by the end of this financial year.

Lauding the new initiative Microsoft India CMO Jyotsna Makkar shared her views saying, “We always look for innovative ways to cut-through and are happy to be amongst the first marketers to explore the potential of this format.”

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“Again,” Jasani highlights, “audio consumes less data and therefore consumers seamlessly consume the content.”

When pointed out that only handful of such digital audio platforms are available to advertisers in India, Jasani assured that by the end of this financial year Isobar has plans allow access to ‘ 45 such apps, both Indian and global’ to its clients.

Jasani is also optimistic that this new aspect of digital audio ads will push the envelope of digital ad spends within the country. “It’s only a matter of time before advertisers take better notice as the majority of consumers have already shifted to digital, especially when it comes to music. And it’s only going to grow as the data price becomes cheaper and cheaper in the next few months. What holds them back is a proper mechanism that will allow them to systematically use to power of digital in their campaigns and that is exactly what programmatic radio buying will allow them,” Jasani signed off.

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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MAM

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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