MAM
Hindi commentary simulcast delivers well for ESS
MUMBAI: Sportscaster ESPN Star Sports‘ strategy of introducing Hindi commentary simulcast has found favour with cricket fans as it contributed 40 per cent of the overall ratings for the recently concluded India-Australia Test series.
According to Tam data provided by ESS, the television broadcast of the recently concluded India-Australia Test series has delivered average rating of 2.05 TVR, which the broadcaster claims, is the highest average rating for a Test series played by India in the past four years. The test series delivered a reach of 92.8 million.
The India-Australia series 2013 has delivered almost 50 per cent higher ratings as compared to the previous India-Australia series played in Australia in the year 2011/12 which averaged 1.37 TVR.
The four test series also delivered 22 per cent higher ratings than the India-England test series played earlier this season which delivered an average of 1.68 TVR. The TV ratings peaked at 3.2 TVR on the eventful third day of the fourth test match when Cheteshwar Pujara made a quick fire 82 in India‘s pursuit for victory.
ESPN Software India COO Vijay Rajput states, “We are extremely delighted with the results. Our approach to the presentation of Indian cricket has been a game changer in many ways. The introduction of Hindi commentary feed has done well and so has our strong web offering through starsports.com which allows consumers to get in the game online.
He adds. Our aggressive marketing campaigns through the season which focussed on new and upcoming heroes of team India in transition culminating with the ‘Asli Test Baaki Hai‘ campaign for the India Australia series struck a chord with fans across the country.
“Our aim is to take the viewership of this game to a completely new level – be it through our compelling campaigns, quality of talent, look and feel of the presentation, multi-platform delivery or through promoting it across the entire Star network.”
Brands
Tata Consumer Products highlights workplace bias with no repeat campaign
Women often repeat ideas to be heard; Tata campaign spotlights bias
MUMBAI: In many offices, a familiar moment unfolds. A woman shares an idea in a meeting. The room nods politely, then moves on. A few minutes later, someone else repeats the same thought and suddenly it lands.
This International Women’s Day, Tata Consumer Products is drawing attention to that quiet but persistent workplace dynamic through TheNoRepeatCampaign, an initiative that highlights how often women must repeat themselves before their ideas are acknowledged.
Conceptualised by Schbang, the campaign centres on a mockumentary-style film featuring a corporate employee known simply as “Doobara”, which literally means “again”. The character symbolises the many women across workplaces who find themselves restating their ideas during meetings, brainstorms and presentations before they receive recognition.
The campaign is grounded in research that reflects a broader workplace pattern. According to McKinsey & Company’s Women in the Workplace 2024 report, 39 percent of women say they are interrupted or spoken over in professional settings. Research by Perceptyx in 2022 adds to that picture, with 19 percent of women reporting frequent interruptions and 42 percent saying it happens at least sometimes.
Tata Consumer Products head of corporate communications and investor relations Nidhi Verma, said the campaign aims to bring a commonly experienced but rarely discussed bias into the open.
“Workplaces thrive when every voice is heard the first time it speaks. With #TheNoRepeatCampaign, we wanted to shine a light on a bias that many women experience but rarely gets called out openly. By encouraging teams to listen more consciously and acknowledge ideas fairly, we hope to create environments where contributions are valued for their merit, not the number of times they need to be repeated,” she said.
The film cleverly mirrors the very behaviour it critiques. Through deliberate repetition in the storytelling, viewers experience the subtle frustration of having a point overlooked until someone else echoes it back to the room.
The initiative also ties into Tata Consumer Products’ internal SpeakUp culture, which encourages employees to share ideas and feedback openly while emphasising the shared responsibility of listening and acknowledging contributions.
Schbang president of solutions Jitto George, said the insight behind the campaign came from everyday workplace observations.
“The insight was simple but powerful. Many women have experienced moments where their ideas gain traction only after someone else repeats them. We wanted the storytelling to reflect that reality in a way that feels relatable, slightly uncomfortable and difficult to ignore. The mockumentary format helped capture that everyday dynamic while prompting viewers to rethink how conversations unfold in their own workplaces,” he said.
Aligned with International Women’s Day 2026’s theme, “Give To Gain”, the campaign underlines a simple message. When organisations give attention, acknowledgement and visibility to women’s voices, the entire workplace benefits.
After all, when good ideas are heard the first time, they do not need a second attempt.
