MAM
Oye! FM launches new TVC
MUMBAI: Oye! FM ‘sabse filmy‘ has rolled out its second TVC directed by Bollywood director, Pradeep Sarkar.
It is inspired by Bollywood movie Delly Belly‘s popular song Bhaag DK Bose.
The Ghazal-ized TVC targets emotional appeal and is based on radio station‘s popular property Khas Peshkash.
Oye! FM‘s property, Khas Peshkash takes famous Bollywood item numbers and gives them a Ghazal flavor.
“Its simplicity is what makes Khas Peshkash stand apart from the clutter that can be heard on radio these days” Oye! FM national content head Virag Mishra said. “Our production team has put in a lot of effort in re-doing songs like DK Bose and Sheila Ki Jawani because while we want to make these songs different and reach out to the common man, we do not want to strip the original tracks of their integrity.”
“People are talking about us and our content, we are trending. This is because features like Khas Peshkash, Cinema Ke Faiyde and Golmal are quality entertainment, it‘s as simple as that”, Oye! FM national programming head Vehrnon Ibrahim added.
The ‘Bhaag DK Bose‘ TVC is set in a train‘s crowded sleeper compartment. A troupe of local musicians enter the coach with their gear to entertain weary travelers and make some money. Such troupes can be as disruptive as they are entertaining; in this case the musicians target one odd young man sitting in the compartment, determined to bring out his inner Bollywood fan, the official communiqué said.
The first TVC, also directed by Pradeep Sarkar, was based on the Khas Peshkash version of item number ‘Shiela ki Jawani‘.
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.
