MAM
Wakaw ya Pakaw? Yahoo coke
Wakaw! Just another of those wacky lines penned by a copywriter who’s had a shot too many of you know what?
Just what is Wakaw or the Vanilla Coke (VC) campaign all about anyway. Is it retro? Not really. Is it path-breaking? Well, opinions are mixed. Is it ethnic? Hmmm, not clear. Is it western? No way. But…
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Oh la la! Customer interaction at its hilt. A VC fan adorning the ‘stuck in time’ avatar
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Has it made an impact? That for sure is a given.
Vanilla Coke, launched first in Delhi on 7 April this year is a continuation of the cola major’s endeavour to offer new products to consumers, or so it has been stated. Coca-Cola’s president and chief executive officer Sanjiv Gupta says, “Vanilla Coke has been very successful in the international market and the product has the potential to be a bestseller here in India too. And while still in its nascent stage, the impact on Coke itself seems to be very synergistic.”
What was the strategic intent for the launch of VC?
April-May is a period of relatively heavier CSD (carbonated soft drink) consumption. This is also the period when consumers are most open to new offerings. The key challenge here was to leverage the current Thanda Matlab Coca-Cola equity and at the same time create a distinct positioning for Vanilla Coke. A fair amount of consumer understanding – market research, concept development and trends in the upper social economic classification (SEC) urban youth segment have been the fundamental premise in arriving at this particular positioning and creative route.
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Wakaw! Aao twist karen
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The integrated 360-degree marketing plan was derived from Coke’s international learnings and covered all elements of consumer contact – whether above-the-line or below-the-line. This included TV, print, consumer activation events, roadshows, SMS promos, etc. They also retained the international graphics which the company states worked well for them. The detailed marketing launch plan in India was customised to suit the local environment in terms of tapping into the consumer trend towards retro.
Be it the television commercial (TVC), the radio branding, the optimum usage of the print media, the use of the Internet via Coca-Cola India’s website or the two-phased promotional strategy, Wakaw’s VC aimed to totally bedazzle the consumer with its campaign.
Funnily, the reference is to Wakaw’s VC and not Coca-Cola’s VC. Well that is the power, the term ‘Wakaw’ has stringed for itself. Essentially a nonce word, it traces its origin to a 70’s Bollywood flick; the reference there also being gibberish. What’s really most interesting in all this is the unique association that has been engendered in the public mind by the two words: Wakaw and Pakaw. They immediately connect with the brand. No other brand which has used sound mnemonics, has really managed to make such a strong connect coupled with its emphatic recall value.
Interestingly Pakaw, which of course was not an original but inspired from Mumbai lingo, made a sort of comeback in common usage with the entry of VC. Pakaw does not feature anywhere in the ad but the radio branding of Wakaw and Pakaw has made the latter indispensable to the campaign.
The ad, conceptualised by McCann Erickson and spearheaded by creative head Prasoon Joshi, tackled it with an essential differentiation as compared to it’s mother brand Coke, although the new flavour extension has managed to keep its integral Thanda link with its tagline ‘ice creamy thanda.’
Priced reasonably (200 ML VC retailed at Rs 5, the can priced at Rs 20 in Delhi) considering its niche market value, the target group (TG) is essentially the urban youth.
Moving on to the genesis of the ad, the brief to the agency was crisp:
Should stand out from the clutter. Multimedia approach is crucial. TG – Youth. Niche product. Create a ‘Dhamaka’
Genesis of the creative process:
Elucidates Joshi, “There are three kinds of consumers:
1. The bold, innovative and adventurous
2. The Followers
3. The Laggards
This campaign essentially targets the third category and beckons them to try the product. Therefore the whole retro slant and the character being stuck in time. Also, when you have to launch a product like VC which is a new and foreign concept, you have to excite the consumer.”
But why the focus on the laggards?
Joshi offers, “The adventurous will sample it anyway so there’s no point in really concentrating on them. The laggards are the one’s who are the toughest to impact. Also if you crack the toughest of the categories, then the rest is child’s play. The ad looks at stimulating impulsive behaviour.”
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VC! Mein tera deewani. The celebrated ‘Wakaw’ icon
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Why Vivek?
Says Gupta, “Well, Vivek Oberoi is a youth icon and our obvious choice. Also, Vivek took to the whole concept very well and hence him.”
Speaking on the effort that went into the creation and execution of Vivek’s retro look, Equinox’s Ram Madhvani says, “Prasoon visualised the concept so clearly that my only problem was to ensure I didn’t mess it up.”
The production house put together a reference bank, wherein they collected whatever they got their hands on from the sixties and seventies era. Adds Madhavani, “I wanted to capture that era but at the same time not be totally true to it. Also, Vivek’s image had to have exotic ethnicity. It had to be something like a foreign eye looking upon an Indian icon. The image was a parody and therefore there was a need for it to be sophisticated; as parodies have an affinity to turn into a kitschy affair.”
So the key point of note here was to ensure that it is not completely viewed as Indian but also make it culture specific. A clear correlation with the TG was fundamental.
Madison Media, the brainchild behind the multimedia coverage, capitalised on the ads’ unique selling proposition (USP) and its great hook called ‘Wakaw.’
A Madison official gushes, “This ad had a number of elements a media guy can capitalise on. We played on the Wakaw platform on TV, radio, print and Internet. Secondly, a successful campaign is one which has the potential to be taken across multimedia.”
The two-phased event, aimed at visibility and sampling of the brand was a 70-day campaign.
1) The world goes Wakaw
Dancers on Lambretta scooters with product cart in tow. Sampling activity taking place in the background. Followed by constant announcement of the product.
2) Aao Twist Karen
Wakaw dancers going to 10 cities in the country and involving consumers with classical and remixed numbers from the 70’s, with gathered audience judges for the impromptu competition. The paraphernalia were cool, ‘ice creamy thanda’ accessories.
This revolutionary ad campaign designed to lure the youth, most definitely seems to have made a mark. How critics perceive this or how peer agencies mock it, is a different story altogether. The fact of the matter is that Coca – Cola has launched its first new flavour extension and has managed to create a hype that the Indian industry has not seen in a while.
On the consumer front, however, the scenario is not quite so rosy. Industry sources as well as retailers (who wished to remain anonymous) say that the vanilla flavour in Coke has not really caught on. The common reaction is “you can try it once.” The novel concept has been appreciated but the usage definitely seems to be “let’s have VC for a change”.
Another interesting hurdle that VC faces is the margin it offers to retailers. The margin of Coke as compared to VC is a lot more. To be specific, Coke offers 40 paisa while VC offers only 25. Hence, the lack of incentive for the retailer could be a major obstacle in the distribution process. Another point to take note here is that Pepsi becomes a more viable product to store because of the profit margin. The 200 ml glass bottles and 500 ml pet bottles are more in demand currently.
Why such a huge campaign for such a niche product?
Any guesses? Anyway, the primary concern here is not VC but a feeling of excitement in the market about the company. Also to keep being innovative with end-users, to ensure the brand value in the minds of the consumer keeps growing and also the sustenance of the image. The VC campaign, apart from making the consumer aware that the drink is now in India, has had a major rub off in terms of tangibles, that is, sales towards the mother product Coke.
All in all, the final word will be the consumers’ – whether they say ‘Wakaw’ or ‘Pakaw.’
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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