MAM
IPG’s Emerging Media Lab lists 5 top trends
MUMBAI: Interpublic Group’s executive director Greg Johnson has announced the top five trends in emerging media for the next year on the basis of the findings from the agency’s Emerging Media Lab.
These include:
– The physical and digital worlds collide
– Consumers build digital homes
– Social software drives communications
– Marketers embrace new digital media networks
– Next generation immersive content hits big
Johnson added, “But a lot of what we’re saying is based on the great position we have at the Lab. We sit at the center of the Interpublic network and work closely with its media agencies, plus we do work for some amazing clients, including primary research on how consumers are using today’s technologies. And we constantly look at research that’s already out there. These predictions aggregate all those inputs and overlay our perspective. Our hope is that these five trends can help marketers decide on more strategic courses of action as they move forward with their communications programs.”
As reported earlier by Indiantelevison.com, the company plans to introduce the Lab to India this year.
Actively participating in the changes taking place in the retail and entertainment space, the Lab provides an environment in which marketing programs can be tested, evaluated and improved to take full advantage of the opportunities offered by emerging communications channels.
The Emerging Media Lab provides Interpublic companies and their clients a physical and virtual space to experience the trends and technologies that are shaping the consumer media experience.
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.
