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Young Indian indies can bloom under consolidation wave

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MUMBAI: Young Indian advertising agencies will not be affected by the consolidation of the big daddies and they will still find room for growth, industry experts feel.

The two recent mega acquisitions of creative hotspot BBH Worldwide by Publicis Groupe and Indian agency Mudra by US advertising giant Omnicom will, for instance, make the top agencies fight more fiercely for the larger clients as they aim at gaining market share in India. The consolidation will not stop the new crop of Indian entrepreneurs from winning comparatively smaller clients or getting project work to handle big brands.

Traditionally, small independent shops have lived by working on projects till they attain critical mass. Says DraftFCB Ulka ED and CEO Mumbai Ambi M G Parameswaran, “The situation has not changed now. India has seen a sharp increase of indie shops during the last five years. This has injected more action in the ad scene. The BBH sale will have no impact on this trend in India. Let their tribe increase. And let them not be driven by the next buyout but by professional excellence and long term brand success.”

The scope for growing retainer clients, in fact, stays unhindered. The smaller agencies can have more time and full-focused energy to care for the specific creative campaigns of a big brand that works with a larger agency for its integrated approach.

According to Leo Burnett national creative director KV Sridhar, there will be many instances where bigger brands will prefer to work with a local agency for a specific creative. “The independent Indian agencies have the advantage of not getting married to any one brand. They can, thus, explore different brands and clients. They may have the disadvantage of not having the backing of a strong parent but they do not have the pressure of showing scale and have no rigid processing structure,” he says.

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Euro RSCG vice president Sheel Saket shares a similar view. “The creative independent agencies were formed because some creative professionals wanted to get out of the process bound environment and focus on great creative ideas that work for brands. Also, they want to do more of brand campaigns and are happy to work on assignment basis as long as they have the freedom to be creative and not be bothered by work that is mundane, compulsory or run of the mill,” he says.

Taproot India co-founder Santosh Padhi believes the creative business runs on people and parental strength can‘t smother the growth of the independent agencies. “It is people with ideas who can move brands, there is nothing called a ‘group‘. A network holds nothing but people. Clients don‘t go to bigger agencies because they have 500 people working there; they will go to them if they think that there are five people who can make a difference to their brands,” he says.

The younger Indian agencies are not prepared yet to handle the entire creative account of high-spending brands. They will need to gather more financial muscle and human resources before they can take the giant step. “These agencies do not have the bandwidth to carry out the creative duties for big brands,” avers Saket.

Scarecrow Communications, which had a magic run last week by bagging four accounts, has followed the strategy of getting the consolidated creative duties of a group. It has got Religare‘s account barring its mutual fund biz which is being still handled by Ogilvy.

The young Indian agencies will still have the running option of selling out at a time and value they think is appropriate. Percept/H chief executive officer Prabhakar Mundkur compares the process with that of parents “getting the bride ready for marriage”.

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Like any other marriage, both the partners have to find mutual value. And that is what independent agencies will have to create. Says Mundkur, “I worked in JWT when it was bought over in the late ‘80s and it was, perhaps, one of the first significant acquisitions in the agency business. If you create value, finding the right buyer is that much easier.”

Taproot is open to the idea of diluting stake and has started weighing options. Says Padhi, “We are happy with our work and growth. But associating with a bigger group will help increase the momentum of growth. If collectively we can grow, we are ready to join hands with the bigger agencies.”

Creativeland Asia is not ready yet to align with a bigger agency. “We are very young and we have a long way to go before we think of getting consolidated to any bigger group. Every young agency has its own working model. The market is large enough for everyone to grow,” says the agency‘s national creative director Raj Kurup.

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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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