MAM
Hector the factor as Wondrlab’s mar-tech muscle flexes worldwide
MUMBAI: From backroom code to front-line growth engine, Hector has moved out of beta and into the big leagues. Wondrlab’s proprietary commerce-media platform now powers growth for over 350 brands across ecommerce, quick commerce and digital retail, underlining its rise as one of India’s most widely adopted deep-tech marketing platforms.
In just three years, Hector has scaled from an internal innovation project to a full-fledged platform managing more than Rs 3500 crore in advertising investments for digital-first disruptors and large enterprise brands alike. Along the way, it has also clocked a global milestone, earning a place among Amazon Ads’ Top 20 Innovation Partners worldwide the only Indian company to feature on the list.
Built with global-grade engineering standards, Hector is now ISO-certified and SOC-compliant, a move that positions it squarely for enterprise adoption. The certifications allow brands to deploy AI-led commerce-media strategies with stronger assurances around data security, governance and compliance increasingly critical as ad spends migrate deeper into retail and performance ecosystems.
The platform’s ambitions are no longer limited to India. Riding the surge in demand for AI-driven commerce media, Wondrlab has expanded Hector into the United States and Japan, with the US already emerging as its second-largest growth market. Faster SaaS adoption nearly twice the pace of India is accelerating uptake among American advertisers looking for scalable retail media solutions.
Commenting on Hector’s trajectory Wondrlab Network co-founder Rakesh Hinduja said the platform validates the group’s belief that India can build globally competitive technology IP. He noted that Hector was designed not as a marketing add-on, but as a core business transformation engine, with its adoption across 200 plus clients and overseas expansion signalling the next phase of Wondrlab’s global ambitions.
Echoing this, Neon and Hector AI founder, Meher Patel said the platform was built to deliver measurable outcomes at scale, a promise that has resonated strongly with ecommerce and quick-commerce partners spanning Amazon, Flipkart, Instamart, Blinkit and Zepto. International expansion, he added, is just the first step in building a globally relevant commerce-media ecosystem from India.
Today, Hector sits at the heart of Wondrlab’s full-funnel mar-tech stack, as the network records double-digit growth, widens its global footprint and sees rising demand from sectors such as retail, FMCG, fintech and mobility. As brands increasingly shift towards proprietary, scalable mar-tech platforms, Hector appears well placed to keep punching above its weight and well beyond India’s borders.
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.
