MAM
Bates crafts Tata AIG’s extended campaign
MUMBAI: Tata AIG Life Insurance Company has released an extension of their communication campaign reiterating the importance of inculcating strong values and a sound foundation in children.
The new commercial highlights the importance of building good values and principles among youngsters. The campaign focuses on the principle of basics being right and a strong foundation is a step towards a protected and secure future.
Conceived by Bates India, the TVC showcases the importance of right values which commences with a daughter convincing her father to meet her boyfriend. The father was reluctant and hesitant and was of the opinion that a new generation boy would not have appropriate values. Surprised by the young boy‘s values rooted in tradition, when he touches his feet, he opens up and offers support for a coffee date. The commercial ends by emphasizing the fact that “Good beginnings deliver good returns all your life.”
Tata AIG Life senior vice president and head of marketing Vijay Sinha said, “There is a huge, latent need for financial instruments for long-term savings and protection in India. Hence our brand strategy emphasises on the platform of protection through the creative route of ‘strong foundation‘. The campaign focuses on our core philosophy of providing life insurance solutions that help build a strong foundation to enable individuals protect their financial needs for a stress-free and meaningful tomorrow.”
Bates regional planning director (Asia) Dheeraj Sinha said, “In today‘s India, growth, progress and moving ahead are the key flavours of life as well as brands. The truth however is that Indians are progressing because of their values and foundations, not without them. As my parents always said, if your basics are right, nothing can hold you back. In an increasingly uncertain time, it is our grounding that will keep us in good shape. Tata AIG Life stands up to this philosophy that our foundations will help us fly, in a context where everyone is merely focusing on winning, achievement and progress part of the picture.”
Tata AIG Life vice president – brand marketing Vikrant Ramachandra said, “As a wise man said, ‘India has changed. Indianness has not‘. As a Tata brand, the company has always given a strong emphasis on creating a future by nurturing a strong foundation. Our communication campaigns have always focused on inculcating good values from the start. The principle that ‘a strong foundation means a protected future‘ is at the core of the brand strategy.”
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.
