MAM
Onida revives iconic devil for IPL campaign
MUMBAI: Homegrown electronics brand Onida, a part of Mirc Electronics, was one of India’s most recognised and acclaimed brands in the early 90s and 2000s. Its CRT TVs helped popularise the brand along with an unforgettable brand ambassador-a devil, replete with horns and a tail, who was later replaced by a married couple in 2010.
Though its advertising furore died down in the last decade, we are going to see a revival of the iconic devil. As summer rolls in, Onida is gearing up to release a new campaign for its air conditioners, which is timed with the Indian Premier League (IPL), wherein the company is also a presenting sponsor. Rs 20-30 crore has been earmarked for advertising across all formats with Rs 20 crore exclusively to be spent on the IPL with a focus on television.
Mirc Electronics MD Vijay Mansukhani believes that today the IPL is the hot property in India to invest and the money will be well spent. The campaign consists of 10-second and 30-second ads that will run across television and digital between April and May.
The brand has roped in Taproot Dentsu to conceptualise the summer campaign which will be followed by seasonal campaigns around the year. Onida will launch a washing machine campaign during monsoon and for microwave ovens during Diwali.
Since Onida’s devil has been one of the most memorable icons of Indian advertising, Taproot Dentsu Mumbai creative director Neeraj Kanitkar says that they just had to bring him back. The devil has been resurrected in a new avatar as a die-hard fan of Onida inverter ACs. The challenge for Onida will be to engage the generations Y and Z who may wonder ‘what’s the big deal behind a two-horned man’.
Earlier, the advertising budget was restricted to one to two per cent but has been hiked to three to four per cent today. The company is also reorienting its outlook to suit the digital age as Mansukhani believes that it is the way forward and the revenue from this medium is increasing.
Mansukhani is aware that the AC segment today is cluttered with the general perception that foreign brands such as Daikin, Carrier or O General are far superior and better and Onida wants to change that.
Budget constraints and the government’s state taxes and policies had forced Onida to cut back on its advertising and marketing for the past several years. “We had to set up 40 factories and hence the budget cuts. But now with GST, everything has come to a level playing field and Onida has bounced back with profits,” he adds.
Onida holds a mere eight to nine per cent of the total market share in the air conditioner space and the penetration for air conditions in India is as low as five per cent which comes majorly from urban areas and metros. The segment contributes 45 per cent to the company’s annual turnover of Rs 370 crore. Mansukhani expects it to double this year to Rs 700 crore and reach Rs 1500 crore by 2020. Onida will now focus on the rural market and is betting big on IPL to create awareness about the company during the league.
He sniffs at the idea of exclusively partnering with particular e-commerce sites, as is the norm today, stating that people should be given the freedom to buy from where they liked.
Onida is also a major exporter to Gulf countries, which contribute almost 65 per cent to the company’s export revenue while shipments to the fast-growing East African market (Uganda, Tanzania, Kenya and Ethiopia) and the SAARC countries account for 16 per cent of its export revenue. In addition to Gulf countries, Onida has presence in Russia, Ukraine and the neighbouring CIS countries.
With temperatures expected to soar in the coming days, Onida’s timing to relaunch alongside the IPL is apt. Can the company bring back its lost fortune with the aid of its trusty devil while competing against celebrity-backed rival brands? As they say, ‘the devil lies in the details’!
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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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