Brands
How COVID-19 will change live events
Maya Angelou said, “People will forget what you said, people will forget what you did but people will never forget how you made them feel.” This was is the bedrock of every live experience. The ones that we remember most vividly are the ones that made us feel most ‘a-live’. And over the years with the advent of technology, communication, internet, this feeling can be enhanced with these tools.
The pandemic, however, has made a swift incision at the heart of the live event business. If you just look at the figures pouring in from different sources about the estimation of current losses, they are a staggering Rs 3000 crore in just two months in India alone. More than 10 million people employed in the industry have been impacted. It will, if it hasn’t already, force the industry to rethink its strategy entirely. The consumer journey is now different– the touch and feel of in person events is not involved right now. Going virtual, using technology and design thinking, is the need of the hour. We have already seen many platforms including venues like NCPA that have taken the staged experiences and brought them home. Ticket booking platforms like BookMyShow have widened their canvas to include online fitness classes and dance classes. Experiences that you never thought could be enjoyed sitting indoors, like Theatre, have already started adapting to the small screen format of your laptops and mobiles.
Can it be shown as it was on stage? Maybe.
Can it be made better to include the new consumption process? Absolutely.
That’s what will set the best experiences apart. It cannot be just a LIVE on ground experience anymore. It will have to be a Mixed Reality Experience.
Once things come back to normal, yes, events will happen again. In my opinion though, two things will need to be now evaluated:
What kind of experiences are the consumers seeking – those who are attending live and those who are not?
How will the event industry design an experience within this environment? It will have to move ahead from just another ‘Going live on a social media platform’. It will need to be more integrated.
Emotional connect will have to be elicited through consumers’ devices. Not just event managers but even artists will need to rethink their delivery of the experience. In India, thankfully, the event industry has a body like EEMA that enables discussions, debates and innovations and in unprecedented situations like this, the body provides a voice as well as support. This pandemic will hopefully also give rise to a collective body that will be a platform for freelancers, gig workers, artists to enable them to come together and keep innovating and growing.
(The author is TABHRASA founder. The views expressed are her own and Indiantelevision.com may not subscribe to them)
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.
