MAM
upGrad fires on all cylinders; targets explosive growth
NEW DELHI: The pandemic has proven to be a boon for the edtech brands helping them clock more downloads and bag new subscribers. Students, across age groups, have adapted to online learning as schools and learning institutions were forcibly shuttered and and moved online.
Both professional and school-level courses witnessed a spurt in takers. While professional courses are expected to make job search easy in this competitive market, the school courses prevented students from compromising on their learning during this time.
Experts say that the edtech space has accomplished more in the last 100 days than it did in the past five years. A white paper released by Ficci indicated that 92 per cent of learning leaders have confirmed the adoption of online learning journeys from 68 per cent in the pre-Covid2019 period.
A testimony to the growth of this sector is that investors are now keenly doling out hundreds of millions of dollars to startups with even edtech as part of their business plans. Media reports quoting Venture Intelligence data state that $998 million from just January 2020 to July 2020 as compared to $310 million a year ago has found its way into edtech startups.
A large part of that cash is going into category building and customer acquisition – through both digital marketing and promotion and expensive TV air time. With reason: they are trying to change old habits of physical face to face learning. And with that out of the question for a while now, it definitely would not harm anyone if they went in for an upskilling course which would give them a shot at getting a better job or designation or fancier increments.
The Ronnie Screwvala funded edtech venture upGrad has over the past month or so running a print, TV and digital campaign, Sirfnaamkinahin, kaamki degree’ to spread awareness on the importance of getting a degree which will help execs get kicked upstairs into a better position and role.
Based in an office, the TVC features a donkey – or an ass in common parlance – whom employees come and lick in the hope of pleasing him.. The donkey symbolises the boss who gives higher priority to smoothness over talent. Towards the end, the protagonist appears who refuses to lick the donkey and ends the film by saying that he needs specialisation, not ass licking to get ahead in his career.
![]() MARKETING BUDGET OF RS 175 CR FOR THIS YEAR. upGrad is clearly pushing its specialised courses and positions them as a tool that can help executives to rise. The media plan for the campaign includes 50 plus TV channels. upGrad CEO Arjun Mohan says, “At upGrad, we have reiterated our age-old principle of ‘life-long learning’ across all our marketing efforts and brand campaigns, making it a new norm for individuals who are looking to upskill and re-skill. Especially during the current pandemic-induced lockdown period, where concerns like job loss, insolvency, and career ambiguity are looming, this mantra helped us resonate and connect with our audience better.” Currently, it is running the TVC across Disney+hotstar and on TV during the Indian Premier League and hopes to grow by 300 per cent by this fiscal year-end. |
Read more news on edtech space in India
The edtech brand had previously launched a campaign in February 2020 ‘Raho Ambitious.’ The previous campaigns from the online learning brand were mirroring the sentiments of working professionals. “With the changing times, we realised that what they lack is a means to achieve and materialize the ambition. Hence, a brand only claiming to fuel ambition will not serve a definite purpose in their lives, because it isn’t providing a solution that they urgently need now. Hence, we let go of the previous brand propositions and moved to ‘Sirfnaamkinahin, kaamki degree’, with which we promise to provide outcome-oriented specialisations, to help learners achieve the ROI on education; job/profile switch, increment or promotion, thereby supporting employability,” adds Mohan.
Since the beginning of the pandemic, upGrad has registered a massive upsurge in the traffic. Around 1,00,000 learners are logged in to the platform and over 8500 hours of live sessions have been conducted in the past three months (May – July). Media reports suggest that upGrad has a 500,000 -strong learner base, of which 32,000 are paid users. The company expects to close the current fiscal year with revenues of around Rs 1,200 crore. Small towns and non-metros are playing a key role in fueling the growth of the brand.
The brand is now ready to scale the number of learners to one million. Mohan says: “Moreover, given the Covid2019 scenario, we are now looking to double our quarterly revenue numbers. (We are considering Q4 – Jan, Feb, March is the pre-COVID-19 quarter and Q1 – April, May, June is post-COVID-19 for the data). While all verticals have grown in Q4 vs Q1, the MBA vertical has grown by 63 per cent in terms of revenue and 82 per cent in terms of learner base, making it the biggest winner.”
Other programs such as an MSc in data science witnessed a 60 per cent growth and PG certification in digital marketing and communication with Mica witnessed a 70 per cent growth in terms of revenue and learner base.
He further shares that the brand had to move from quarterly to monthly cohort launches, in order to cope with the increased demand for the online programs that it is experiencing.
upGrad has gone the whole hog on social media marketing as well, with the #DontBeAChaatuin August to synchronise with the release of the TVC. The campaign connected with the youth as did its funny short film ‘How to impress your boss’ with YoutuberBeYouNick (BYN), shortly thereafter. The sequence of activities triggered pop – culture influencers across platforms, who then contributed to the buzz and shared their personal experiences. Abhiand Niyu, Barkha Singh, AnkushBahuguna, Saloni Gaur, and AyushMehra amongst others joined the bandwagon to promote the idea of upskilling. Twitter heavyweights like Gabbbar, Sagarcasm, Trendulkar, also shared their views on corporate world culture to support the drive.
Mohan says, “At the beginning of the year, we announced a budget of Rs 175 crore for marketing. We will be largely present on TV and digital. We are strong on social media as well.”
He further explains that the brand is now expecting an overall surge in the television viewership. “This will increase the co-viewing window. Therefore, keeping the current situation in mind, the idea is to look at more mass media such as TV and accordingly shift our spending towards the same, supplementing it with digital. While we will continue to advertise targeting the metros due to new launches that we have in the pipeline. The consumers and prospective learners will now see upGrad more active in the smaller towns,” adds Mohan.
upGrad has recently announced a corpus of Rs 500 crore to expand internationally, especially in APAC, Europe and west Asia. Mohan is optimistic about the shift in the education space. He believes online learning is here to stay and the sector will continue to boom going forward.
The company has also introduced a wide range of free online programs across the areas of tech, management, and data to encourage users to utilise the extra time at hand, meaningfully. It has introduced ‘upGrad higher’, which is a free platform for all job portals for Covid2019 impacted professionals.
Screwvala and his teams have honed a special skill which can hopefully be imparted to other execs wanting to turn entrepreneur through upGrad: how to scale up companies from scratch, and in the process build high valuations.
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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