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Viral Pitch: Transforming influence, redefining metrics

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Mumbai: Viral Pitch is a groundbreaking influencer marketing, research, and analysis platform with a singular mission – to “Measure.” In a dynamic digital landscape where influencers wield substantial influence, Viral Pitch emerges as a unified solution, providing a centralized space for influencer data that goes beyond conventional metrics. This influencer marketing industry-all-encompassing strategy aims to quantify every variable in the intricate world of influencer marketing, offering a comprehensive suite capable of tracking metrics across Twitter, Instagram, and YouTube. Designed to meet the diverse needs of influencers and brands alike, Viral Pitch makes influencer knowledge accessible to the public and brands, presenting complex data in a simple, understandable format. A journey where transparency, user-friendliness, and a commitment to measurement redefine the influencer marketing landscape. Viral Pitch, which brings clarity to the complexity of influence. Viral Pitch driving innovation and growth in influencer marketing

Indiantelevision.com spoke with Viral Pitch founder Sumit Gupta

Viral Pitch driving innovation and growth in influencer marketing.

Viral Pitch is reshaping the landscape of influencer marketing by pioneering innovative tools that redefine the discovery process. Our world’s first self-serve influencer advertising platform introduces groundbreaking search options—from content types to specialized rates—enabling brands to identify influencers aligned with their persona & objective swiftly. We’re not just in the influencer marketing space; we’re revolutionizing it, making it more accessible, efficient, and tailored to each brand’s unique requirements.

On describing the company, its culture, and the values that you have fostered

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At Viral Pitch, Our culture is committed to empowerment, creativity, and cooperation. We cultivate an environment in which creativity thrives and ideas are embraced with open arms. Our principles emphasize honesty, adaptability, and an unwavering pursuit of excellence. We are working together to create a culture that not only drives our success but also fosters the development of every team member.

On the most significant accomplishment or milestone for the company so far

The most significant accomplishment for Viral Pitch has undoubtedly been the successful launch of our influencer signups via Instagram and YouTube APIs. What initially seemed like a feature has evolved into the very essence of Viral Pitch—a pioneering Influencer Marketing Platform.

In just six months since the launch, we’ve earned the trust of over 50,000 influencers who have willingly shared their private insights, including impressions, reach, story views, follower demographics, age, and location. This accomplishment solidifies our position as the largest self-serve influencer marketing platform, providing real and direct data sourced from Social Media Platforms.

This achievement wouldn’t have been possible without the unwavering trust and support of our incredible creator community. This milestone not only reflects our progress but also emphasizes our commitment to innovation and excellence in the realm of influencer marketing.

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On measuring success for yourself and the company

Success for us is a fusion of user satisfaction and platform evolution. We measure success not just by numbers but by the impact we create for brands and influencers. Continuous improvement and adaptability to the ever-changing market dynamics are key metrics in our success story.

I gauge success on both personal and organisational levels through various metrics. I find success in the impact we create within the industry, the value we provide to clients, and the growth of our platform. On a company level, key performance indicators (KPIs) such as campaign engagement, reach, and client satisfaction contribute to our success measurement. Ultimately, our success is reflected in the positive outcomes we generate for influencers, brands, and the overall ecosystem we operate in.

On the recognising influencer marketing as a strategy.

Collaborative marketing, when effectively executed by brands, creates a symbiotic relationship with influencers. By aligning values and goals, brands and influencers amplify each other’s reach, creating a win-win scenario for both parties. One of the primary benefits of influencer marketing is the ability to expand the reach of both the brand and the influencer. Influencers typically have dedicated and engaged followers, and by collaborating, the brand gains access to this audience, while the influencer benefits from exposure to the brand’s audience.

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On IoT and AI boosting influencer marketing

IoT and AI are propelling influencer marketing by enhancing targeting precision. With data-driven insights and smart algorithms, brands can identify influencers whose audience aligns perfectly with their product or service, ensuring maximum impact. The integration of IoT and AI in influencer marketing enables brands to move beyond broad demographics and engage in highly targeted, data-driven campaigns. This not only enhances the effectiveness of influencer marketing but also ensures that brands can adapt to the ever-changing landscape of consumer preferences. AI algorithms assist in identifying the most appropriate influencers based on target audience demographics, interaction habits, and content relevance. The incorporation of AI improves the efficiency, scalability, and overall success of influencer marketing operations.

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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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