MAM
YiPPee! launches ‘Be A Star’ contest
Mumbai: Earlier this year, YiPPee! noodles, launched its new brand communication “Why Just Be Happy, When You Can Be YiPPee!” embodying the philosophy that YiPPee! Makes You Full of Life. As an extension to this, YiPPee! is thrilled to announce the unique “Be A Star” Contest. This initiative aims to fuel consumers’ creativity in making unique and engaging content on their brand association with YiPPee!, while giving them the chance to experience the thrill of being a star.
The trend of curating content is at an all-time high. As per industry reports, India will have the largest base of over 100 million content creators across social media platforms in 2023. This initiative thus, presents every consumer with an opportunity to create content and be featured on the brand’s platform.
Participants will have to create, shoot and share their most creative ‘Noodle slurping moment’ with YiPPee!. To take the contest a notch higher, the brand will aim to create a World Record for creating the “World’s Longest Noodle Slurp video”. Being part of this attempt to set a world record, participants will forever be associated with a remarkable achievement. YiPPee! will also giveaway premium content creator gear to selected entries to celebrate their imagination and creativity.
In conjunction with this contest, YiPPee! has also released a new television commercial (TVC) to drive participation. Conceptualised by Ogilvy India, the TVC captures the essence of the contest “Be A Star” by portraying individuals from diverse backgrounds enthusiastically showcasing their noodle-slurping skills and also showing the various content creator gear that is up for grabs.
Commenting on the new initiative, ITC Foods Division COO – Snacks, Noodles & Pasta Kavita Chaturvedi said, “With the ‘Be A Star’ Contest, we aim to celebrate the creativity and individuality of our consumers, while also attempting the World’s Longest Noodle Slurp Video. This innovative promotion perfectly aligns with YiPPee!’s brand ethos to inspire one and all to live life to the fullest and embrace a fun, energetic spirit”.
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.
