MAM
TNSSport’s develops SportsI brand recognition software
LOS ANGELES: TNSSport has announced that it is developing advanced image recognition technology to track the television exposure and value of brands within sports.
Already capable of measuring exposure from advertising boards, the new SportsI system is being developed with BrandTraX. TNSSport claims to be the world’s leading sports research company.
An official release informs that the company is partnering with BrandTraX, which is leveraging advanced image recognition technology originally developed by Bell Labs, the R&D division of Lucent Technologies. Over the past 20 years, television exposure data has been collated manually. While this will continue to some extent the use of this technology is a pivotal moment for the sports research business, states the release.
Requiring relatively little manual input, the recognition software measures the exposure time a brand receives during a sports broadcast. Whilst this sounds relatively simple, the technology is groundbreaking and can produce analysis currently not possible to capture using a manual process. Bell Labs first developed this technology to detect and extract data from documents such as financial statements and faxes. This image recognition technology has proven to be applicable across a range of disciplines and industries. Bell Labs has licensed this technology to BrandTrax and is providing R&D services to them to meet the evolving demands of its the sports media measurement business.
TNSSport’s managing director Mark Cornish says, “Undoubtedly this will have a significant impact upon the industry. The technology is such that it improves both the accuracy and type of data we can extract from sports broadcasts, ultimately allowing us to precisely and consistently measure value. For years the industry has demanded that sponsors’ television exposure should be sold like advertising – but this is difficult due to accurate measurement. This new technology now makes this a distinct possibility”.
BrandTraX’s president Dick Gold adds, “The demand for accurate electronic tracking of sponsors’ signage is mandatory for valuation of exposure. As such, our use of Bell Labs’ advanced image recognition software is the most efficient technology to electronically advance a currently manual tracking system to a fully computerised solution.”
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.
