MAM
Piyush Pandey throws light on O&M’s Lion-winning “Train” campaign
MUMBAI: Great ideas are often the simple ones. The same can be said about Ogilvy & Mather‘s film titled ‘Rail Gaadi‘ (Train), the winner of Gold in the Film Craft Lions category at Cannes.
The campaign was created within 15 days after the creative team was briefed.
“It came fairly out of the blue. The Railway board had partnered with the XIX Commonwealth Games 2010 Delhi. Soon, they realised that they have got lot of free air time as part of the sponsorship. So they needed to have a film; I met with the Railway Board chairman Vivek Sahai and we decided to create one,” said South Asia Ogilvy & Mather India executive chairman and. creative director Piyush Pandey.
Conceiving something creative for as dry a product as the Indian Railways was a challenge in itself. But there was the advantage of working for a very powerful brand that stays connected with people and makes trade possible.
Pandey himself has very fondful memories attached with this historical brand and this this motivated him to work more passionately.
He revealed, “I have travelled in trains — extensively, especially when I was playing cricket and have some fond memories. We didn‘t want some mundane stuff — despite having a very short timeline. With passionate talents such as Sukesh and Hiral and team, we wanted to make something that would touch people‘s hearts – just like the railways.”
Convincing the client wouldn‘t have been an easy task: after all the film was on its way to be aired during the prestigious Commonwealth Games.
“Mr Sahai fell in love with the ad instantly. Albeit, it took him some time to convince other members on the railway board,” Pandey recalled.
Shooting the film at Kolkata had its own intrinsic reasons.
“The pace of the film demanded a typical township and Kolkata met the criteria. The buildings were charming and the lanes made the human train look spectacular,” said Prakash Varma who directed the film, “We shot the whole film in just three days, with everyone in the team contributing. It was really tiring for those who formed the train as they kept running and passing through some really difficult and claustrophobic lanes.”
Why were there no women in the human train?
“Being a part of the human train was very demanding -– physically and mentally. Also, we wanted to keep the group of people as ordinary as possible”, Varma clarified.
The choice of soundtrack also remained steady from the beginning and Indian classical musician Taufiq Qureshi was roped in to invent creative voices for the film.
“Taufiq was working with me at Blue Frog and saying, “oh, we can do better than that” — magic happened. A simple idea, perhaps. But the most beautiful things in our lives are simple. Also, Railway Board executive director passenger marketing Chandralekha Mukherjee helped us a lot in getting permissions to shoot at some very beautiful spots,” said Pandey.
For Pandey, winning awards is never a priority. But if it happens, he appreciates the recognition.
“Awards don‘t matter to me –- what does matter is how much our work is loved and appreciated. We should create more practical ads that are not just for the award nights but can be aired and seen by the common man.
“For example Zoozoos — they were regular ads that won awards -– not some special film or campaign created only with the intention to win awards. One can find many ads that were never even seen before the awards night. So, how does one use awards as a threshold for creativity?” Pandey asked.
But the film being played during the closing ceremony of the Commonwealth Games was nothing less than winning Gold at Cannes, said Pandey.
“With 3000-4000 volunteers running in the stadium and the Prime Minister clapping to the tune of our film, what more could we have asked for. It was one of the most joyous moments of my life. No one ever questioned the creativity of our film after that,” Pandey affirmed.
Indeed, creativity has no language and this film is at the pinnacle of this thought, asserted Sukesh Kumar Nayak, who was another creative director for the video, besides Pandey and Heeral Akhaury.
“While awarding us, the film was played for everyone in the hall. After watching the video, a representative from JWT Russia congratulated me and said that we have done a great job. The film had no dialogues, it was for Indian Railways, shot in Kolkatta, and this guy was from St. Petersburg and still he could relate to it. That‘s an achievement”, Nayak concluded.
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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