MAM
Contract Advertising creates CNBC-TV8’s new campaign
MUMBAI: Business news channel CNBC-TV18 has launched a new brand campaign titled ‘Hello Dreamers‘ that has been conceptualised and created by Contract Advertising.
The 360 degree campaign will be launched in five markets – Mumbai, New Delhi, Bangalore, Kolkata and Ahmedabad, across television, print, OOH, digital, social media and radio.
According to the channel, the objective of the campaign is two-fold. Firstly, to reiterate the channel‘s relevance with existing constituencies of viewers and secondly, to establish relevance with new audiences as a brand that assists them in realising their ambitions.
Contract Advertising chairman and chief creative officer Ravi Deshpande said, “CNBC TV 18 has been the clear leader by far in the business news channel segment and has given a consistent leadership performance for the past 13 years. We needed to speak from this strong leadership position. We believe that the Hello Dreamers campaign delivers on this by engaging with a whole new generation of corporate leaders, businessmen and investors.”
“‘Hello Dreamers‘ is a clarion call by CNBC-TV18. It aspires to be an inspiration to anyone with a business dream. It is an invitation to rise above the gloomy realities of the daily environment. It sees a world in which positive, proactive thinking can indeed make dreams come true,” Deshpande added.
The TV ad vividly captures all the agony of having a dream and then the joy of making it happen. Meanwhile, the print ads and hoardings together position CNBC-TV18 as inspiration to anyone with a big dream.
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.
