Brands

TVF and Pulse Candy join forces for hilarious MEMEvolution campaign

Published

3 years ago

August 8, 2023

Mumbai: India’s original and foremost content creators, The Viral Fever (TVF), and leading consumer goods brand, Pulse Candy by DS Group, are set to revolutionise the digital advertising landscape with their innovative collaboration. The two influential entities have partnered together to create a first-of-its-kind MEME campaign. The campaign, titled “Pulse MEMEvolution with TVF,” is aimed at reimagining iconic scenes from top TVF shows to highlight the irresistible allure of Pulse candy.

Conceptualised and executed by Foxymoron, the full-funnel creative digital agency under Zoo Media Network, The “Pulse MEMEvolution with TVF” campaign has set its sights on achieving two main objectives. Firstly, it aims to cement the association between TVF and Pulse Candy, showcasing the creative synergy between the two powerhouses. Secondly, the campaign is set to go beyond traditional advertising by introducing an innovative approach, capitalising on MEMEs to engage with the audience in a fresh and relatable manner.

At the launch of this innovative campaign, marketing GM Arvind Kumar expressed, “We are excited to announce our collaboration with TVF for this groundbreaking MEME campaign. DS Group’s Pulse candy has been an integral part of our consumers’ lives, and like always we wanted to enhance our consumers’ experience by infusing elements of fun and joy. TVF’s unparalleled expertise in creating engaging content rendered them the ideal partner for this creative endeavour. We are confident that our campaign ‘Pulse MEMEvolution with TVF’ will resonate with our audience and become a memorable addition to their digital journey”.

This ground-breaking partnership entails a three-meme deal between TVF and Pulse Candy, with renowned digital agency Foxymoron handling the account to ensure seamless execution of the campaign.

Commenting on the campaign, FoxyMoron business head – North Alin Choubey, “At Foxymoron, we were thrilled to collaborate with TVF and Pulse candy by Pulse Candy for the Meme campaign. Associating Pulse Candy with life itself, we showcased its irresistible allure and deep connection with people, aka Pulse ke Deewane. Using memes and drawing inspiration from TVF’s iconic shows loved by India, we crafted a compelling narrative that the audience can relate to. This innovative approach celebrates India’s most loved candy, capturing the essence of its popularity. We take immense pride in delivering a heart-captivating campaign that speaks to the hearts of the audience.”

TVF has meticulously planned a robust social media strategy to amplify the campaign across its platforms. The promotion plan includes a series of collaboration posts between TVF and DS Group, making the most of their vast social media presence. Additionally, cross-promotions through engaging stories on internal channels like The Timeliners, The Screen Patti, and Girliyapa will further enhance the reach and visibility of the MEMEs. Notably, TVF will also release a special LinkedIn post, tapping into the professional network to widen the campaign’s audience reach.

Commenting on the collaboration, TVF president Vijay Koshy expressed his excitement, saying, “With TVF’s significant influence on India’s pop culture and the massive trend of audiences generating their own creative memes featuring TVF’s popular characters, an interesting opportunity has risen. Pass Pass Pulse Candy, renowned as the market leader in flavoured candy, recognized this user-driven trend and decided to join forces with us. This collaboration stands as an intelligent advertising campaign, seamlessly weaving our iconic shows with Pulse candy. At TVF, we are thrilled to be collaborating on this MEME campaign, aspiring to pioneer a new era of storytelling that strikes a chord with our diverse audience”.

As anticipation has been building among fans for the launch of this unprecedented meme collaboration, both TVF and Pulse by DS Group are poised to leave an indelible mark on the digital marketing landscape.

Get ready to embrace the laughter with Pulse MEMEvolution with TVF’!

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

Published

4 weeks ago

February 9, 2026

indiantelevision.com Team

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.

Published

4 weeks ago

February 9, 2026

indiantelevision.com Team

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.

Brands

BCCL profit jumps 53 per cent in FY25 as tax bill shrinks

Revenue rises 4.3 per cent to Rs 10,209.33 crore while deferred tax gain lifts bottom line sharply

Published

4 weeks ago

February 9, 2026

indiantelevision.com Team

NEW DELHI: Bennett, Coleman and Company (BCCL) has posted a sparkling set of financial results for the year ended 31 March 2025, proving that there is still plenty of ink and gold left in the ledger.

Revenue from operations climbed a steady 4.3 per cent, reaching Rs 10,209.33 crore compared to Rs 9,786.44 crore the previous year. When you sprinkle in other income, which rose 8.9 per cent to Rs 949.36 crore, the total income for the media behemoth hit a healthy Rs 11,158.69 crore.

While the income grew at a modest pace, the bottom line tells a far more dramatic story. The real headline is the 53 per cent surge in annual profit. How did they pull off such a feat? While Profit Before Tax (PBT) saw a gentle nudge upward of 2.7 per cent to Rs 1,610.00 crore, it was a vanishing act by the taxman that really did the trick.

Total tax expenses plummeted by 32.4 per cent, dropping from Rs 468.76 crore down to Rs 316.97 crore. This was largely thanks to a swing in deferred tax, moving from an expense of Rs 156.02 crore in FY24 to a benefit of Rs 39.44 crore this year.

Total income rose from Rs 10,658.55 crore in FY24 to Rs 11,158.69 crore in FY25, marking a 4.7 per cent increase. Total expenses grew at a slower pace, up 3.0 per cent from Rs 9,306.06 crore to Rs 9,581.45 crore. Profit before tax inched up 2.7 per cent, moving from Rs 1,567.02 crore to Rs 1,610.00 crore. However, the standout figure was net profit, which jumped sharply by 53.0 per cent, climbing from Rs 1,042.03 crore in FY24 to Rs 1,594.73 crore in FY25.

Despite the rising costs of doing business across the globe, BCCL kept a tight grip on the purse strings. Total expenses rose by just 3.0 per cent to Rs 9,581.45 crore. By keeping costs lower than the rate of income growth, the company ensured that the final figure, a net profit of Rs 1,594.73 crore, was nothing short of a front-page sensation.

In a world of shifting digital tides, it seems the BCCL ship is not just steady, but sailing into significantly wealthier waters.