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Sunil Gupta lectures AI’s transformative role at IAA Conversations

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MUMBAI: Artificial intelligence isn’t just a buzzword anymore—it’s shaping the way industries think, act, and innovate. At the recent IAA Conversations in Mumbai, Harvard Business School Edward W. Carter professor of business administration, Sunil Gupta delved into AI’s transformative power in marketing, branding, and beyond. The event, titled ‘Marketing in the Age of AI’, was moderated by VML India CEO and an IAA Mancom member, Babita Baruah and organised in association with Harvard Business School.

The session kicked off with Gupta highlighting the disruptive nature of AI and how businesses across sectors are adapting to leverage it. “Almost every business, not just advertising, is thinking about AI and how it will affect their operations,” he noted.

He outlined three ways AI is transforming industries:

1    Augmenting and automating tasks to increase efficiency.

2    Expanding and growing capabilities with innovative tools.

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3    Disrupting and experimenting, encouraging businesses to push creative boundaries.

Gupta cited tech giants like Facebook and Google, explaining their use of AI to automate ad creation, audience targeting, and budget allocation.

Gupta emphasised the unprecedented access to consumer data in today’s digital age. “It’s not just about what they buy or search for. It’s also about what they do on social media or why they contact a call centre,” he observed.

AI, he argued, offers the ability to synthesise qualitative and quantitative data to create a 360-degree view of consumers. It enables brands to map customer journeys, uncover pain points, and even predict behaviours. “AI can act as a smart research assistant, helping brands connect the dots across vast datasets,” he added.

Gupta also introduced the concept of synthetic consumers, personas created using past data to simulate market research scenarios. This approach offers quick insights at early product development stages.

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Gupta didn’t shy away from discussing the hurdles of AI adoption. “The use of AI will increase competition as it lowers entry barriers, making it easier for anyone to experiment and innovate,” he said.

However, he flagged the risk of short-term thinking in advertising. “With AI’s ability to experiment and fine-tune ROI, there’s a danger that brands might focus too much on immediate results and lose sight of long-term brand building. And advertising is all about building brands,” he cautioned.

Addressing how organisations should approach AI, Gupta urged companies to embrace the technology actively. “You can’t learn to swim by watching someone else. You need to dive into the pool yourself,” he remarked.

He recommended dedicating time to understanding AI’s potential and limitations, noting that no technology has ever reduced workload—it has only shifted it. “Jobs don’t go away, tasks do. AI will eliminate non-value-added tasks, allowing professionals to focus on more impactful work,” he asserted.

On a closing note, Gupta reminded attendees of the importance of starting with the problem, not the technology. “Sometimes, we get so caught up in the technology that we forget the problem we’re trying to solve,” he said, adding that copyright and IP protection will remain critical concerns in an AI-driven world.

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IAA India Chapter president, Abhishek Karnani underscored the event’s relevance, “At the India Chapter of the International Advertising Association (IAA), we take pride in being the only body in the industry that brings together creative agencies, media agencies, and media under one roof. This year, our focus is clear—Conversations, Skilling, and Artificial Intelligence—all aimed at preparing us for the opportunities and challenges ahead.”

Organised with support from Free Press Journal as the presenting partner, the IAA Conversations event highlighted the intersection of technology, creativity, and strategy, offering a forward-looking perspective on how AI is reshaping industries.

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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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.

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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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