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Outdoor advertising badly hit in Kolkata

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KOLKATA: A few days ago, when indiantelevision.com spoke to a cross-section of advertisers, media planners and broadcasters to find out if the current economic scenario had negatively impacted ad budgets, the response was a bit of a mixed bag.

However, when this correspondent undertook a recce of primary hoarding spaces in and around the City of Joy, a different picture emerged.

“The near-empty billboards (many of them just white spaces with telephone numbers) spoke of outdoor advertising suffering on the back of subdued economic sentiments. Usually, with the onset of the festive season, Kolkata’s advertising business eagerly awaits newer opportunities. Not so this year. As compared to last year, we can see that clients have reduced their ad spends by more than 40 per cent as market sentiments are low,” observes Ashif Kumar Biswas, treasurer and grievance committee convener, West Bengal Outdoor Advertising Association, and director, Arun Sign Service.

Even hoarding spaces at sought-after locations like Park Street, Park Circus, Gariahat and Girish Park have no takers. So much so, the Rs 300-Rs 350 crore Kolkata outdoor advertising market is likely to nosedive nearly 20-25 per cent in the current fiscal, says Biswas.

Big to small brands have considerably slashed their marketing and advertising budgets to hold back funds with a view to investing in relatively direct factors that affect business.

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Sampark Advertising & Media marketing head Kalyan Brata Ghosh downplays the fall in outdoor advertising somewhat. “25 per cent billboards are vacant as of now. But with different packages offered by players, vacancy rates are expected to decrease going forward.”

So why has outdoor advertising taken such a beating in Kolkata? Well, there are a number of explanations.

According to Brand Wagon Media creative director Prantar Chaudhuri, “that most brands are channelling their ad spends into areas like ambient and digital are the primary reason.”

Biswas pins the problem on oversupply of billboards, “There are far too many billboards and the increase of supply has only added to the problem. Kolkata has more than 5,000 billboards, including in areas such as Joka, Diamond Harbour, Airport Gaira and Dunlop.”

Arun Signs has around 15-20 per cent direct hold on such billboards, he is quick to point out.

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Not just the number but also the size of billboards matters. In the Kolkata municipal area, the maximum size of a billboard is 60 by 20 feet. But the most popular dimension is 20 by 10 inches for which, clients are asked to shell out nearly Rs 50,000-Rs 60,000 per month (long-term campaign).

Then again, the price differs from location to location, says Biswas.

An outdoor media agency (name withheld on request) reveals that for a 20 by 10 ft billboard, it has to pay a corporation tax of up to Rs 3.60 lakh per year, even if the billboard stays blank throughout.

Also, the sorry state of outdoor advertising is as much to do with who spends on it and when, not to mention how certain media agencies appear to rule the roost.

According to Chaudhuri, while retail, mobile service, mobile hardware, liquor and surrogate are the big spenders, July to October is the period when spending is the highest while January to March are lean months. He expects the market to be okay by Durga Puja though.

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As far as the biggies in this business go, of the over 300-400 outdoor media agencies in Kolkata, the likes of Selvel, Arun Sign, Karukrit, Enkon, and Incoda Media Services call the shots. Brand-wise, some real estate projects, Bengali serials and FMCG products from the house of ITC and HUL have an upper hand, “Johnson and Johnson, Emami and Shalimar coconut oil among others do occupy a sizable space,” says an expert.

With a saturated telecom market and big telecom players getting business without really having to spend in the outdoor medium, the practice of telecom operators targeting customers with billboards in every nook and corner of the city has also somewhat stopped.

Yet another reason is corporate and brands planning annual ad spends for TV and newspaper at the beginning of the year itself. Since they get a lucrative package from these media, outdoor is not really a big draw. Ghosh cites the example of Sampark Adverting & Media, which garnered a business of Rs 16 crore in the last fiscal and expects no growth but the same amount of business in the current fiscal.

A media analyst sums up the situation as: “I see less work coming from all clients in general as compared to previous years. The economic crisis has affected greatly the entire media spend, be it on TV, outdoor, radio or any other form of mass media.”

With outdoor ads maintaining a really low profile in the city, what is the state outdoor advertising association currently busy with, we ask. “The outdoor advertising vertical is mostly unorganised. We are making rules on credit policies that we can give our clients. And also ensuring that the two lakh-odd people working in this industry get their dues and don’t face any professional hazards,” Biswas shoots back.

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Well, we do wish him luck in his current assignment…

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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