MAM
Mindshare to present adaptive marketing at Melt 2015
MUMBAI: This Melt, GroupM’s flagship agency Mindshare will bring alive the concept of real time planning adaptive marketing through The Loop and Purple Box as a part of GroupM FutureReady hall.
Fitting in perfectly with Melt’s theme – a festival of creativity will take participants through an experience of adaptive marketing with a live campaign and contest. The Mindshare zone revolves around their core philosophy of Original Thinking Framework.
The experience will be demonstrated in the loop room in the Mindshare zone. The Loop is not just another technological interface but rather a way of life for all at Mindshare. It will effectively break down all silos and bring all key stakeholders into one single room – creative, media, social, digital, content and production.
Adaptive marketing enables the shift of media spends to leverage opportunities uncovered by real time data and provides actionable insights that can be executed instantly. The Loop is also used to track competitor efforts in paid, owned and earned media, as well as providing intelligence on trending and viral news and content.
The Loop @Melt – Mindshare will integrate live contests and track real time influencers at Melt 2015. Participants will be engaged through the two days by fuelling creative thinking and conversations around Melt through the Loop.
On the other hand, the Purple Box is a creative manifestation of adaptive marketing solutions. Created exclusively for Melt, Mindshare Purple Box will demonstrate various consumer archetypes in an interesting visual format. Participants will be able to choose from a consumer ‘avatar’ and look deeper into some of their passion points, while we convert them into communication opportunities.
Mindshare south Asia CEO Prasanth Kumar said, “Driven with the core values of speed, provocation and teamwork, Mindshare is not only working in an adaptive marketing environment, but also defining this environment. With The Loop philosophy we understand that content and messaging is fluid and continuous, and our frameworks demonstrate the agility and responsiveness of a collaborative decision making process for brands. At Melt, one can see a live demonstration of this framework at the Loop Room, as well as how adaptive marketing looks from a consumer’s perspective with Purple Box.”
The Mindshare experience will be live from 10 am to 5 pm on 21 and 22 May at Zee Melt 2015 in GroupM FutureReady zone at Nehru Centre in Worli, Mumbai.
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.
