MAM
Winning awards doesn’t get you clients: Piyush Pandey
MUMBAI: Ogilvy South Asia chairman and creative director Piyush Pandey, the man behind notable campaigns that include Fevicol, Fevikwik, Cadbury Dairy Milk, The Hindu, and Asian Paints, has been a stalwart figure in the progress of the Indian advertising industry for close to four decades. A recipient of the Padma Shri in 2016, Pandey’s contribution at Ogilvy & Mather made it the third largest ad agency in the country.
His brother Prasoon Pandey, on the other hand, directs advertising films. Advertising Age listed him among the top 100 advertising film directors of the world. His ‘one black coffee’ ad for Ericsson was the first Indian commercial to win at Cannes.
The duo has collaborated on a number of campaigns bagging national and international awards in the process.
But the world has transformed significantly from the time they joined the advertising industry. The digital savvy world won’t rest unless it gets an engaging story. Traditional media is making first-time entry into interior India. Being creative but keeping the brand messaging intact is a tough nut to crack for most agencies today. While Piyush believes agencies should not consider the audience as being naive, Prasoon opines the first thumb rule of advertising is to always remember that the audience is more intelligent than the creative minds at an agency. He has always made sure to leave the creative communication open-ended and let the audience figure out their takeaways from the ad.
Piyush joined Ogilvy & Mather in 1982 when advertising on television was in the early stages. The medium had just entered India and the creatives were highly influenced by the West. He points out that it was only towards the late 80s that India started coming up with its own creative storytelling and making stuff that was not adapted from the world. “Today, there are a number of youngsters who are doing very good work. Indians who travel abroad always come up to me and say that our advertising is much better than it is abroad. It feels good that people accept what we do,” he says.
Recalling the advertising feel in 1980s, Prasoon adds that advertising was a little plastic back in the day and people were scared as it was a new medium. The team’s Fevicol egg was a gamechanger. “Before that notable Fevicol egg ad, there was a lot of emphasis on making a commercial look good but we were lucky to have a client that asked us to keep it real,” he adds.
Ogilvy India is also popping open bottles of champagne and the reason for the celebration is its big boss Piyush, along with Prasoon, will be honoured with the Cannes Lions’ Lifetime Achievement Award, the Lion of St Mark. The brothers are ecstatic about the Cannes win and feels it is a recognition for India and puts a little more responsibility on them to work hard.
They will be the first Indians to receive the prestigious award on 22 June 2018. The Lion of St Mark is the highest honour that the Cannes International Festival of Creativity bestows on creative geniuses within the communications industry. In the past, it has been awarded to David Droga, John Hegarty, Lee Clow and Marcello Serpa, Dan Wieden, Joe Pytka and Bob Greenberg. This is the 8th Lion of St Mark awarded by the Cannes Film Festival.
The Pandey brothers do seem to agree that India’s creativity is on the rise but can still be scaled up. A majority of work is great work but the percentage of good work has increased in the last 10-15 years.
Ogilvy & Mather recently announced its new consulting arm OgilvyRED, which will bring together senior strategic specialists to consult on digital transformation of brands in India. The agency will help tackle the toughest business, brand and innovation challenges of its clients to drive growth and enable digital transformation while enabling the clients to find solutions in a disruptive world where brands are struggling to connect with consumers. OgilvyRED consulting has been hugely successful in North America, Europe, Latin America and Asia Pacific.
It will offer digital transformation consulting, data and marketing analytics consulting, marketing technology consulting, innovative and e-commerce consulting services to its clients. While the new division is headquartered in Mumbai, it does have an office in Bengaluru. Comprising five people at the moment, the team is set to expand next year and will have as many as 50 people on board. Since the consulting agency is new, its only client is Aditya Birla Corporate Group but is out to bag more clients by March 2018.
Now, more than ever, brands need to take a transformative approach to connect with consumers. There are many challenges that clients face today that cannot be solved by a traditional agency approach. Ogilvy has a long-standing history of helping clients stay ahead of the curve when it comes to all things digital. The difference with OgilvyRED is that it is a digital transformation consulting that is deeply tied with Ogilvy’s ability to execute with creativity, impact and speed.
It is generally believed in the industry that recognition and awards lead to having bigger and better clients but Piyush seems to disagree. He says that you won’t lose clients just because you don’t bag awards but they do motivate you to do better.
Piyush concludes that though India is a late starter on digital, we cannot satisfy ourselves by just ‘being’ on the medium but need to be great.
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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