MAM
SET popularises its characters through interesting promos
MUMBAI: Whether its Jassi from Jassi Jaissi Koi Nahin or Pooja from Yeh Meri Life Hai, Sony Entertainment Television is working on series of interesting programming and marketing initiatives for viewers to empathize with the main protagonists of its prime time shows.
Sony is currently running a ‘Jassi Hum Tum’ contest involving a interesting tussle between Jassi and Karan Kapoor, a role of cartoonist portrayed by Saif Ali Khan in the forthcoming movie Hum Tum.
In the promotional campaign for Yashraj Films’ Hum Tum, Karan, who is working with the Times of India in the movie, will have an argument with Jassi on May 27 during Jassi Jaissi Koi Nahin. Karan, who as in the movie is indifferent to her co-star Rani Mukherjee and other women, will be involved in a similar situation with Jassi.
Says SET senior vice-president marketing Albert Almeida, “It’s a three-way promotion between Sony, Yashraj Films and the Times of India. The plot of the movie or Saif’s character has been smartly woven with Jassi Jaissi Koi Nahin. Saif will be seen in a cameo, having similar differences with Jassi (as with Rani) soon.”
On the objective behind the new initiative and the recent one, where Jassi and her friend Nandu were shown on NDTV during the India Fashion Week (held in the Capital recently), Almeida said, “The whole idea is to make viewers relate with these characters, emphatise with them and also to bring in additional viewers by usage of other mediums.”
The interactive contest is about choosing an option for what is Jassi’s problem, according to Karan Kapoor. Viewers can either use SET’s four-digit SMS code or log onto SET’s web site for an opportunity to meet Saif Ali Khan.
Such contests soon will be extended to other characters from Sony. “Its not only Jassi. We have plans for others like Saaksshi and Pooja,” said Almeida.
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.
