MAM
Why TV remains the preferred mode of advertising for brands
MUMBAI: Cord-cutting may be a thing in the west, but in India, television still rules the roost when it comes to at-home entertainment. Consequently, there’s a tremendous amount of money spent on TV content and advertising on the medium. However, the Covid2019 pandemic altered this TV-centric state of affairs; now, with changing world scenarios and consumer behaviour, we have already seen and can expect further shifts in the way viewers and advertisers interact with content on TV.
Indiantelevision.com organised The Television Boardroom- a virtual panel discussion that explored how to fully understand TV audiences as well as the brand journey through TV today.
The panel comprised esteemed representatives from the industry – Kotak Mahindra Bank joint president-consumer, commercial & wealth marketing Elizabeth Venkataraman, PepsiCo India head media and partnerships Om Jha, id Fresh Food chief marketing officer Rahul Gandhi, ITC chief operating officer- dairy and beverages Sanjay Singal, Maruti Suzuki India executive director – marketing and sales Shashank Srivastava and Indiantelevision.com's founder, CEO and editor-in-chief Anil Wanvari presided over the session.
Why TV takes biggest slice of brands’ adex pie
Maruti Suzuki’s Srivastava took the discussion ahead, sharing the company’s advertising spend – the auto-maker blows 40 per cent of its budget majorly on print, television is a close second at 30 percent and digital is at 25 per cent with the balance being split by radio, OOH and cinema.
“We are using TV at the top end of the funnel for the reach, brand awareness and brand salience KPIs. Clearly television stands out as a huge medium of importance when it comes to these points,” he added.
The executive director also shared how the growth in TV audience has been all-encompassing – not just in rural but also urban regions. Citing the example of how e-commerce giant Amazon was the third largest spender in advertising on TV in 2017-18 in India, he asserted that India is proving to be different from other countries when it came to the reach of television.
Id’s Rahul Gandhi spoke about how the rhetoric question of ‘Who even watches TV?’ should be done away with because “out of the 133-crore people in India a sizeable 100 crore use TV as their primary source of entertainment still”. Thus, “there are many Indias within India with different indicators, which could come as a shock to the naysayers.”
Also, with television reinventing itself by evolving into Smart TVs, which can be connected to the home wifi or an amazon firestick, it will continue to remain relevant to consumers and the viewership can only grow from here, was Gandhi’s opinion.
Pepsi’s Jha agreed that “TV remains indispensable to not only consumers but also to marketers” who wish to leverage their brand’s advertising. A large part of marketing that happens in India is centred around TV, for most of the brands and product categories. Speaking about the soft drink brand, Jha said they cater to both spectrums of consumers- from the lowest socio-economic strata to the deepest pockets of our society. And television helps them to reach the last mile of this wide-ranging audience from the two ends of the spectrum. Hence the bulk of the beverage company’s spends would remain in television, he said.
Where would a brand prefer to advertise on TV
Recently released BARC stats have shown an upward mobility in TV viewing. The panel theorised that the pandemic seems to have increased the value consciousness of the average Indian. Jha pointed out that “if one had to communicate with 90 per cent of the audience in this country” you will have to go to a mass-heavy medium like television. And that this will only further improve with improving affluence of societies in lower GDP markets like Jharkhand, Bihar and Orissa – which presents a great opportunity for brands like Pepsi for which these are untapped markets.
Even when it came to high value items like automobiles, Srivastava said that they still prefer television for more strategic brand building, launch and reaching even the interior vernacular regions, while print would be for tactical and lower end of the funnel. All agreed that these stats are highly encouraging, even for high value products. As, not only have the numbers but also the viewing time has spiked.
“Which is a big vindication of the automaker’s investment of 300 crores currently in television- of which GEC takes up 100-120 crores,” Shashank shared, referring to the IPL viewership touching a high of 400 billion viewing minutes.
Kotak’s Venkataraman made note of the unusual consumer viewing behaviour in the year gone by, which needed to be watched carefully to learn whether it sustains going ahead, as we come out of the pandemic. So while all agreed, TV viewership will be higher than 2019, but it will probably not remain at the levels that we see now.
Perspective on TV advertising in 2021
The jury is out on how many more covid waves the world has to contend with, before it can settle back into pre-Covid “normalcy”. It is apparent we need to learn to manage the waves, while learning to live with it without letting economic activity come to a complete standstill.
The outlook for 2021 is more optimistic, that it will be more like 2019 rather than the previous year. Herd immunity or vaccination impact also bodes well for settling in by mid-2022. So both viewership and marketer’s spending should improve this year on, was the general opinion.
“Projections for spending on TV adverts this year is 12 to 13 percent higher than previously,” Srivastava shared. There was overall hope and optimism from 2021 that it will not be an out and out disruptive year like the year before.
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.
-
News Broadcasting2 weeks agoMukesh Ambani, Larry Fink come together for CNBC-TV18 exclusive
-
News Headline1 month agoFrom selfies to big bucks, India’s influencer economy explodes in 2025
-
iWorld5 months agoBillions still offline despite mobile internet surge: GSMA
-
Applications2 months ago28 per cent of divorced daters in India are open to remarriage: Rebounce
-
News Headline1 month ago2025: The year Indian sports saw chaos, comebacks, and breakthroughs
-
e-commerce2 weeks agoSwiggy Instamart’s GOV surges 103 per cent year on year to Rs 7,938 crore
-
News Headline1 week agoJioStar announces biggest ever talent line-up for an ICC event
-
iWorld2 weeks agoNetflix celebrates a decade in India with Shah Rukh Khan-narrated tribute film


