MAM
O&M conceptualises Max New York Life’s new ad campaign
MUMBAI: Max New York Life is launching a new brand campaign ‘Aapke Sachche Advisor’.
Created and conceptualised by Ogilvy & Mather, the campaign has been crafted to take the industry issue and concern of mis-selling head on and focus on Max New York Life’s brand promise for the organisation’s quality of advice and need- based selling.
The campaign will roll out on 14 April.
Max New York Life Insurance director and CMO Anisha Motwani said, “This campaign has been designed to extend itself beyond promoting life insurance policies and products and begin establishing trust with the consumers by educating them on how to identify a customer centric company and evaluate the correct selling behaviour of the agent keeping in mind the needs of the consumer.”
The first leg of the campaign launches with the TVC that features a ‘sachcha advisor’ who highlights need-based sales process for its customers and believes in providing right advice. This agent is constantly being lured by another character, ‘the bad agent’, in the film to give wrong advice to make the sale. However, the ‘sachcha advisor’ sticks to his ethics and provides the right advice to his potential customer.
The company is adopting a 360 degree brand campaign to establish itself as the most trusted player in the industry through its quality of advice and fair treatment with the customers. It is deploying digital and social media platforms, as well as outdoor marketing. As a part of BTL activity, the campaign would be organising ‘nukkad nataks’ or street plays to spread the message of right advice. The street plays will initiate in tier I cities and spread to tier II cities in the later stages.
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.
