MAM
IndoSpace selects Liqvd Asia as its advertising partner
Mumbai: On Saturday, Liqvd Asia onboarded IndoSpace as its advertising partner. The Liqvd Asia Mumbai office won this 360-degree mandate from DDB Mudra, the incumbent agency, following a four-month long pitch journey with large network agencies in the fray, proving Liqvd Asia’s mettle as an idea’s first full-service agency.
In India, Everstone Group’s IndoSpace is the pioneer and largest investor, developer, and manager of grade A industrial and logistics real estate, currently spanning 44 logistics parks with 49 million square feet of delivered/under development projects across India.
With India’s largest and most experienced industrial real estate team, IndoSpace continues to lead the development of the world-class warehousing backbone of India’s growth.
“Being market leaders in a category that is so pivotal for nation building is both an honour and a responsibility. We needed a partner that recognised this and assisted us in representing our market leadership, business impact, and core organisational values. With Liqvd Asia, we have found one that shares our passion for business growth without compromising on the human relations that make it worthwhile. Their vision for the brand was strongly in line with how we aim to present ourselves to key stakeholders as well as the community,” said Everstone Group vice chairman of real estate Rajesh Jaggi.
Liqvd Asia’s strategic communication approach is to translate the IndoSpace brand’s leadership position into traditional and digital channels, aligning it as a forward-thinker that is future-ready and customer-focused.
Commenting on this development, Liqvd Asia managing director Arnab Mitra said, “Winning the IndoSpace mandate is special because Liqvd Asia was not the only agency vying for the account. Our deep expertise across all media formats and stellar client list are testament to Liqvd Asia’s mettle as a full-service agency. The objective is to showcase IndoSpace as a brand that turns thoughts into action and possibilities.”
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.
