MAM
It’s very disappointing that this wasn’t caught before going live: ASCI CEO on suspended Layer’r Shot’s ad
Mumbai: Deodorant ads have not exactly been known to propagate gender sensitivity values. However, two recent controversial advertisements from deo brand Layer’r Shot probably take the cake in offending gender sensibilities. The latest ad film from the brand raised a stink on social media with several netizens flagging the commercials, accusing them of promoting rape culture, trivialising sexual violence against women, and being plain creepy. So much so that even the MIB (ministry of information and broadcasting) sat up and took notice.
The ministry on Saturday wrote to social media platforms, Twitter and YouTube to remove the offending video commercials of the deo brand for their alleged obscene content.
The move came after the advertising self-regulatory body, Advertising Standards Council of India (ASCI) found the ads to be in serious breach of its code and against the public interest, and ordered its suspension.
Following the ministry’s action, the channel Sony ten 1, which originally aired the ad during a sports telecast, has pulled it down.
Coming right on the back of the Asci updating its code to prevent new areas of possible discrimination or derision, the council was alerted to the offending ad for the deodorant product on the morning of 3 June 2022, ASCI CEO & secretary general Manisha Kapoor told IndianTelevision.com. After seeing the ad, which was in serious violation of Chapter II of the ASCI code against offensive advertising, the council immediately invoked a special process called “Suspended Pending Investigation (SPI)”.
On the same day, the industry body informed the advertiser of the decision to suspend the advertising and invited the advertiser’s response, which would be tabled before the Consumer Complaints Council in the coming days, Kapoor added.
The SPI, Kapoor informed, is invoked, in exceptional circumstances, when it appears prima facie that an advertisement is in serious breach of the ASCI code and its continued transmission on any medium causes public harm, injury, or its continuation is against the public interest. In which case, the company would, pending investigation, forthwith direct the advertiser/the advertising agency/the media buying agency and the media concerned to suspend the advertisement with immediate effect.
The first of the ads features a couple getting intimate in a bedroom. Four of the guy’s friends barge into the room, sneer at the couple and ask a seemingly loaded and crude question. After a few moments of suspense, wherein the girl is seen visibly getting alarmed at what the guys’ true intentions are, the ad reveals that the friends were simply asking if they can use the Shot deo kept in the room!
Layer’r shot deo ad #1
Can’t find the ad online but here it is, apparently being played during the match. I didn’t see it till @hitchwriter showed it to me
Who are the people making these ads really? pic.twitter.com/zhXEaMqR3Q
— Permanently Exhausted Pigeon (@monikamanchanda) June 3, 2022
The second ad plays out along similar lines, where the four men are showcased indulging in an animated conversation at a supermarket. A woman is shown in the forefront, while they discuss who will take the “shot” since there are four of them and just one of “it”. Again, the ad plays on the fear factor of the woman, as she looks back in alarm at the four men, only to find that they are talking about the single bottle of the Shot deo left in the store, while the ad makes it look as if they are talking about her.
Layer’r shot deo ad #2
How does this kind of ads get approved, sick and outright disgusting. Is @layerr_shot full of perverts? Second ad with such disgusting content from Shot.@monikamanchanda pic.twitter.com/hMEaJZcdmR
— Rishita (@RishitaPrusty_) June 3, 2022
Needless to add, such casual propagation of sexual violence is alarming and completely unacceptable in a country like ours, which’s already reeling under the problem, as was pointed out by several netizens.
Does the ad industry watchdog need to be more proactive in weeding out such ‘bad apples’ before they hit our screens, we ask Kapoor.
She responds that everyone in the ecosystem has a role to play, including the advertiser, agency, production partners, and endorsers. “An ad goes through many layers of discussions and approvals, and it is very disappointing that such ads were not weeded out,” Kapoor said.
Adding that ASCI takes action on already-released ads, she points out, “We do offer a pre-production advisory service which responsible advertisers can use in order to ensure that their ad does not have objectionable or misleading content. Due diligence done can prevent this sort of incident from being repeated.”
Kapoor also noted that the channel has stopped airing the ad after the intervention of ASCI and the MIB. “We expect the ad being played on YouTube to be pulled down shortly.”
Layer’r Shot’s mother company Adjavis Venture was incorporated in 2013. Its current portfolio includes body deodorants, body spray and perfumes.
The same brand had released a ‘woke’ commercial in 2018, featuring actor Varun Dhawan. Which is in stark contrast to, and seems to go completely against the grain of its own messaging propagated by its recent ads. The slogan for the earlier ad went (believe it or not!): ‘Gandi soch ki badbu no more, soch ho khushbudar’ in regards to misogynistic, petty and shallow thoughts of people. The creative was credited to Triton Communications agency.
Watch the 2018 Varun Dhawan ad here:
The latest set of offending ads, however, are not conceptualised by Triton, Kapoor clarified. “To the best of our knowledge this is an in-house ad,” she added.
Well, going from its latest creatives, it looks like the brand could do with a dose of its own product for some “khushbudaar soch”, even as it is in dire need of some fresh ideas to remove the stink kicked up by its recent ads.
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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