MAM
The evolution of creative marketing in the digital age
In today’s paced world of the century, there has been a significant shift in the realm of creative marketing. The rise of technology has completely changed the way companies engage with their target customers, emphasizing the importance of creativity like never before. Recognising the need to stay ahead in this evolving landscape involves developing strategies and keeping up with digital trends. This article delves into how creative marketing has evolved in the era and how businesses can use these changes to their benefit.
The dawn of digital marketing
The arrival of the internet, in the part of the century signalled a new chapter in marketing. Conventional marketing approaches, like print ads, TV commercials and direct mail began to blend with digital avenues. Initially, digital marketing focused on banner ads and email promotions. Although these strategies were successful, they didn’t offer the targeting features and complexity seen in today’s landscape.
The rise of social media
The emergence of social media platforms like Facebook, Twitter, and Instagram has been one of the most significant developments in digital marketing. These platforms have redefined how businesses engage with their customers. Social media allows brands to interact directly with their audience, creating a two-way communication channel that was previously unimaginable. Creative marketing strategies on social media involve not only eye-catching visuals but also engaging content that fosters community and loyalty.
Content is king
The saying “quality content reigns supreme” holds true in today’s landscape. Content marketing plays a role in marketing tactics as it aims to draw in and keep customers through informative and valuable material. This encompasses a range of formats like articles, videos, graphics, podcasts, and other engaging mediums. Modern marketing strategies now call for an approach that ensures the delivery of content consistently across different channels.
Personalisation and data-driven marketing
Digital marketing offers a benefit, in its capacity to gather and assess data. This advancement has resulted in the growth of data-centric marketing strategies. Companies are now able to customise their marketing activities based on tastes and actions, enhancing the impact of their campaigns. In today’s era, innovative marketing entails using data to craft tailored experiences that connect with each customer on a personal level.
The power of influencer marketing
Influencer marketing has become a powerful tool in the digital marketer’s arsenal. Influencers, with their large and engaged followings, can help brands reach new audiences and build trust. Collaborating with influencers allows businesses to tap into their creativity and authenticity, creating content that feels genuine and relatable. Identifying and partnering with the right influencers can maximise a brand’s impact.
Embracing new technologies
As technology evolves, innovative marketing strategies need to adapt accordingly. Augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) are transforming the field of marketing by offering ways to connect with customers through interactive experiences. To remain competitive and captivate their target audience, creative marketers should be open to exploring these cutting-edge tools.
The importance of mobile optimisation
In today’s age, most people browse the web using their phones. It’s essential to tailor websites, apps, and content for mobile users to connect effectively with customers on the move. Marketing efforts should focus on making sure everything looks great and works smoothly on devices, for a user-friendly experience.
The future of creative marketing
Looking ahead, the progress of advertising continues to move without pause. The merging of cutting-edge technologies, the surge of platforms, and the growing emphasis on tailored approaches will influence the upcoming phase of online marketing. Staying dedicated to leading in these developments involves guiding clients through the environment and assisting them in reaching their marketing objectives.
Conclusion
The era of technology has transformed the landscape of advertising, providing a plethora of opportunities for ideas and engaging campaigns. With the emergence of social media, content marketing, personalised data analytics, and cutting-edge technologies, companies need to adapt to these advancements to prosper. The focus should be on leveraging the potential of marketing during this era, developing strategies that resonate with the target audience and lead toward success.
The article has been authored by Creatique Studio founder Richa Bhanot.
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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