MAM
CNN teams with Time, Fortune, Malaysia Airlines for contest
MUMBAI: This is an initiative through which CNN is looking to further increase cachet among the business traveller segment. The broadcaster has forged an alliance with Time and Fortune magazines as well as Malaysia Airlines for the Dream Holiday contest.
Targeting elite, adventurous international travelers, the highly integrated programme revolves around the contest that includes both above the line and below the line elements-print, television commercials and a dedicated campaign website as well as point of sales materials. The contest will close on 6 June 2003.
To highlight the airline’s positioning of Going Beyond Expectations, the contest offering participants the chance to choose a Dream Holiday experience. Prizes, sponsored by Malaysia Airlines comprise business class tickets, night stays at luxury hotels, and the unique dream element- from a helicopter ride over Paris or sightseeing in Sydney on a Harley-Davidson to dining on a yacht off tropical Langkawi with spa treatments to follow or shopping in Shanghai accompanied by a personal porter and guide.
Readers are asked to choose their Dream Holiday from the four listed experiences and to state in 25 words or less why they deserve to win that holiday. Responses are channeled through a dedicated website, www.chooseyourdreamholiday.com, which includes animated sequences integrating the theme of the print creatives and television commercials together with more details of the contest prizes. Readers are encouraged to promote the competition through online efforts as this increases their chances to win.
The project was conceptualised for Malaysia Airlines by Time, Fortune and CNN and Starcom along with strategic interactive partner Web Guru Asia and Leo Burnett. Through this programme, the media partners not only developed a platform that connects directly with more consumers, they also offer a unique opportunity for Malaysia Airlines to reach out to a highly lucrative demographic of sophisticated and mobile travelers.
Senior VP, News Advertising Sales, Turner International Asia Pacific Nick Morgan said, “As AOL Time Warner media brands offer unparalleled quality and quantity of target audiences that Malaysia Airlines wants to reach, this customised, integrated solution is set to allow Malaysia Airlines to benefit from not only the highest level of media exposure, but also the most creative and targeted way in reaching potential and existing customers.”
International Media Director, Starcom KL.Kristine Ong said, “We are constantly looking for strategic alliances with our media partners to maximise value for Malaysia Airlines by going beyond the two dimensional TV and print ads. It is all about reaching the target at various meaningful contact points as a means to forge closer interaction with consumers for long term gains.”
The contest is being promoted through television commercials on CNN, double page spreads and column creatives in Fortune and Time, as well as email blasts, an integrated website with viral marketing mechanism, point of sales support plus postcards, ticket jacket sleeves and meal tray tentcards distributed through Malaysia Airlines flights.
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.
