Brands
Icubeswire lands Central Park digital mandate in style
MUMBAI: When luxury meets logic, clicks follow. In a significant account win, digital marketing agency Icubeswire has been named the digital transformation partner for Central Park, a marquee name in ultra-luxury real estate. The decision follows a keenly contested multi-agency pitch, sealing Icubeswire’s growing reputation as the go-to for high-stakes digital mandates.
The partnership gives Icubeswire the keys to Central Park’s entire digital kingdom spanning everything from social media and search to web experience, performance marketing, media planning, creative strategy, and online reputation management. And in the world of luxury real estate, the stakes aren’t just high, they’re sky-rise.
“Central Park stands for elevated living, and we’re excited to be chosen as their digital transformation partner,” said Icubeswire founder & CEO Sahil Chopra. “It’s a brilliant opportunity to fuse our digital innovation with their luxury ethos to build immersive, future-ready experiences.”
On the other side of the table, Central Park was clear about what it wanted. “We needed a partner who gets luxury branding in a digital-first world,” said Central Park president of sales, marketing & CRM Ankush Kaul. “Icubeswire brought a vision that matched ours and the execution to back it up.”
With this collaboration, Central Park aims to enhance the digital storytelling around its ‘concept living’ offerings in the NCR region, transforming the way affluent audiences engage with real estate. For Icubeswire, this win is another jewel in a fast-filling crown and proof that luxury doesn’t just need polish, it needs pixels.
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.
