MAM
MagnonTBWAawarded digital duties for Ebro India
MUMBAI: The digital agency has acquired digital strategy mandate for the Indian arm of the Spanish food major Ebro Foodsfor its brands – Panzani India, Puroma and Ultimate.
The job involves conceptualizing and executing social media strategy for the group’s brands in India. The account was the result of a multi-agency pitch process that witnessed participation of various agencies.
Ebro Foods is the world’s largest trader/miller of rice and the second biggest producer of pasta. With its headquarters in Spain, the food brand enjoys a remarkable presence in more than 80 countries across America, Europe, Asia and Africa.
Peter Walker, Managing Director, Ebro India said, “Digital has become main media for us to reach out to our target audience. Panzani Pasta is encouraging young people to express themselves and try new things. Digital media is opening up the world of endless possibilities to our consumers in the same way as Panzani Pasta is. We aim to create a digital community for our consumers to share ideas and experience in a fun and dynamic way to engage with our product. We feel that the young professional and dynamic team at MagnonTBWA are well aligned with our culture and brand values.”
“We are happy to welcome MagnonTBWA as our new digital partner and look forward to a positive and successful partnership,” said Puneet Kapoor, Marketing Head, Ebro India. “We are confident about their ability to deliver strategic digital communication that aligns with our business objectives.”
On winning the mandate, Nitin Naresh, Managing Director, MagnonTBWA, said, “The Panzani brand is counted among the most recognized French brands. We are very excited to handle the digital mandate for such an iconic food brand, and help it scale new pinnacles of success in 2019 and beyond.”
MagnonTBWA, part of the Fortune 500 Omnicom Group, is trusted as a creative and digital partner by brands like Haier, UNICEF, Sony, Etihad, Valvoline, Standard Chartered Bank, Hyundai, Daikin, Adidas and many more.
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.
