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Will the falling Re hit TV ad spends?

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With the rupee in free fall, escalating prices and the economy teetering on the brink of collapse, it wouldn’t be incorrect to say the country is going through one of its worst phases presently. The first quarter of the current fiscal, which registered the slowest growth in over four years, saw market sentiment at an all time low. The dismal scenario made us wonder if television advertisers too had been forced to tighten their ad budgets, adversely impacting broadcasters in the process. Talking to a cross-section of advertisers, media planners and broadcasters,indiantelevision.com found that industry opinion stands divided on the issue.

Aegis Group plc chairman India & CEO South East Asia Ashish Bhasin blamed the negativity in the air for the industry thinking that reduced ad spends were not too far away. “Growth is still there but not as much as one would expect or wish it to be. Therefore, people have started thinking that cuts are on their way,” he opined.  

A media planner said on the condition of anonymity: “The general mood isn’t positive. Advertisers are bound to rethink on the money allocated for advertising as there is an imbalance between demand and supply. People are not in the mood to go out and spend, so advertisers are apprehensive about spending too.”

Godrej & Boyce vice president (sales & marketing) Kamal Nandi put it out in clear terms saying: “We apportion a percentage of our topline to advertising promotion. If the topline growth is not moving as per our expectation, then we will drop expenditure. Initially, when we had done the planning, we were expecting the market to grow at 20 per cent, but it is growing at half of that.”

He asserted, “If the topline is dropping, then proportionately, the advertising will also drop,” saying that the company now plans to spend only where it gets higher ROIs. “We are very open to this though,” he added.

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However, Parle products general manager (marketing) Pravin Kulkarni had a different take on the matter. “Depreciation of the rupee will not affect advertising. Budget cuts happen because of media costs going up. Media costs depend on how much inventory is available, and what is the demand for that. And if an advertiser is cutting down, then it is because of that,” he observed.

A Vodafone spokesperson too said that such slowdowns don’t affect the company as budgets are decided and allocated at the beginning of the financial year itself.
Others reasoned that with the festive season just round the corner, it was difficult to ignore or drastically reduce ad spends.

Said Madison Group COO – buying Neel Kamal Sharma: “This year, the festive season is not going to be like previous years. Clients are cautious because of the economy,” adding there were chances of the budgets being revisited. “The impact will be seen across categories as the fall in market and depreciation of rupee is affecting everyone. But the impact as well as cuts will vary from company to company,” he said.
Indeed, many media planners were of the view that though the general trend would be of companies either rolling-back or postponing the launches of new products, the festive season could not be ignored. They even went on to say that most advertisers allocate a large portion of their budgets for end of year as consumers are bound to shop more because of various festivals.

Said E&Y consultant Mihir Date: “If you look at TV or print, one can see advertisers have already started their new campaigns. There are ads splashed all across and it will only increase in the coming months. So I think, apart from certain sectors, no one else will cut back.”

Similarly, a Dabur spokesperson said the company wasn’t planning to cut down on ad spends because of the impending festive season.

An industry expert observed: “In the current market circumstances, anything is possible. Cutting ad spends is not something that advertisers will voluntarily do, unless they are pushed to the wall. But I do not think it’s happening as of now.”
Meanwhile, Zee chief sales officer Ashish Sehgal shared a diametrically opposite view on the subject of ad spends. “I presume the economy actually pushes advertisers to increase budgets to push sales. Recession hits the consumers directly, so advertisers will have to do more of advertising. This is one cost they will have to invest in to protect their future. One cannot ignore the existing portfolios as far as FMCG (Fast Moving Consumer Goods) is concerned whereas in the auto sector, there are 10-15 launches that are planned so they need to invest there.”

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Similarly, ITV (News X and India News) ad sales head Arti Machama said: “We haven’t got any negative sentiments from our clients. And if it happens, then all broadcasters will be affected. However, if regular advertisers pull out, retail will still be there. Plus, with state elections and festivities coming up, advertisers will have to build up for next year.”

Suvarna business head Anup Chandrashekar said, “Our ad revenues have grown y-o-y despite the economic slowdown. The large FMCG advertisers have continued spending on our channel and we do not see any major impact on revenues. We are buoyant that we will see a significant growth in revenues this year backed by our increase in viewership performance.”

With no consensus on whether advertisers will slash ad budgets or not in the current scenario, we proceeded to find out whether broadcasters would agree to such a cut, if at all…

“If they don’t agree, it is up to them. But if brands, manufacturers are not getting the expected growth, how will they invest in communication?” said Nandi in a matter-of-fact manner.

A CEO of a niche channel felt the genre would be the most hit and went on to argue: “Contrary to what most advertisers do, if they want to save money, they should cut ad spends on GECs and sports channels rather than niche channels where the percentage saved will be lesser. Our primary source of revenue is advertising. So, we will go to more number of clients and introduce more innovations. The festive season is on and they all have to advertise because that’s the only way they can make up for their loss in other times.”

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Several broadcasters felt that with 10+2 coming up, prices were anyway headed north and only premium products would be able to advertise on high-rated channels. As such, advertisers would have to choose if they wanted to go with mass or niche channels. 

“FMCGs spend throughout the year but it is the automobile and electronic categories keep a huge budget for the month of Oct-Nov. So, we will have to see how much they are willing to spend now with the value of rupee depreciating. So, there could be some cuts, but we will have to wait and watch,” says a senior GEC broadcasting professional who says they were lucky enough to sign in sponsors for the channel‘s upcoming programme.

A Hindi movie channel head went a step further to insinuate that the anticipation of the possible rate hike due to the ad cap could be the reason for advertisers and agencies to contemplate ad cuts. “This could be some kind of reverse ploy to defend the hike,” he said in a guarded manner.

All said, the negative vibes of the current slowdown cannot be denied and only the coming weeks will be able to tell if this is all smoke and mirrors or people want to indeed play it safe.

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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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