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Privacy-first marketing: Adapting to new data regulations in B2B

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Mumbai: Adapting to evolving regulations and user expectations in the digital economy is an ongoing challenge for B2B businesses. Today, countries around the world are following the lead of the EU in bringing in stricter data compliance laws, with harsh penalties for companies who do not align to them. E.g. the General Data Protection Regulation, or GDPR – one of the most well-known data compliance laws – came into force in May 2018, and has since served as a common benchmark for regulation across the whole of the EU and EEA, and now, the world. In recent times, one can look at Google Chrome’s recent phasing out of third-party cookies that’s aimed at making enhanced user privacy a priority.

We will explore the impact of such changes on B2B businesses, the challenges they face, and the steps they can take to ensure compliance while providing personalized marketing solutions.

Understanding the cookie crumble

For nearly three decades, third-party cookies have been the backbone of online tracking, enabling advertisers to deliver personalized ads. Yet, their misuse of invasive tracking has led to increasing concerns about user privacy. Legislation like GDPR and California Consumer Privacy Act (CCPA) has compelled companies to disclose their use of cookies, but browser vendors like Mozilla and Apple have gone a step further by default blocking third-party cookies.

Google, with a significant stake in advertising, is gradually phasing them out, and is introducing its Privacy Sandbox project that brings features aimed at providing secure and privacy-focused alternatives to third-party cookies. Despite controversies and concerns about Google’s dominance, the company asserts that this initiative is a responsible approach. The project will gradually roll out, testing new features and addressing competition concerns.

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Impact on B2B businesses

The new third-party cookie law has triggered significant changes in how B2B businesses collect and track data. Reliance on third-party cookies for effective audience targeting is no longer sustainable, leading to challenges in data collection and tracking.

 .  Changes in data collection and tracking: B2B businesses must now pivot towards alternative methods for data collection and tracking. Shifting to first-party cookies, still allowed under the new law, is one approach. Additionally, obtaining explicit consent from users becomes paramount, emphasizing transparency and user privacy.

 .  Adapting marketing strategies: To comply with the new regulations, B2B businesses must adapt their marketing strategies. Exploring alternative tracking methods, leveraging contextual targeting, and implementing consent management platforms are essential steps. These platforms allow businesses to obtain explicit consent while offering users control over their data preferences.

Benefits and challenges

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While the new law presents challenges, it also brings benefits for B2B businesses. Prioritizing user privacy builds trust and enhances the customer experience, while the emphasis on alternative tracking methods fosters innovation in marketing strategies. On the other hand, challenges include potential data pool reduction and increased technology investments.

Recognising the delicate line between the benefits and risks associated with personal data, India has also taken a significant step forward in protecting its citizens’ digital rights by enacting the Digital Personal Data Protection Act 2023 (DPDPA 2023) which requires businesses to be transparent about data collection and processing practices, and be accountable for protecting personal data. Indian consumers have finally begun picking on their right to access, rectify, erase, and restrict the processing of their data, and businesses now must look to proactively support it, if they are to retain trust. They must also implement robust security measures to safeguard personal data, including financial information, and relook at the way they use data for profiling, as well as marketing.

Ensuring compliance

B2B businesses should conduct thorough audits of their data collection and tracking methods, updating privacy policies to align with regulations. Implementing a consent management platform streamlines the consent process, ensuring compliance with the law.

What the future holds

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The era of privacy-first marketing demands agility and strategic thinking from B2B marketers. Embracing change, prioritizing user privacy, and leveraging emerging technologies are key. Despite challenges, the benefits include strengthened customer trust, personalized marketing strategies, and opportunities for creative innovation. Moving forward, B2B businesses can not only comply with evolving standards but also thrive in a marketplace that values transparency, consent, and a personalized user experience.

The author of this article is MOBILISE founder & CEO Kamal Krishna. MOBILISE is an international digital marketing agency and an active advocate of responsible marketing.

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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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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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