MAM
Onsitego revamps its visual and corporate Brand Identity
MUMBAI: Onsitego, a leading provider of after-sales services, has revamped company’s brand identity and unveiled it along with the launch of a new website supported by a multi-faceted marketing campaign to drive awareness about the company’s value proposition.
The brand provides protection plans like extended warranty and damage protection, and boasts to have 30 different electronic categories and over 300 plans available on its new website. One can get a protection plan for a smart-phone, laptop or television amongst popular categories and even for a fitness tracker or a trimmer. The website makes it easy for people who have bought a new device or appliance to choose the best suited protection plan for them. It also tells them how much they are likely to save in repair costs if a device breaks down.
Apart from a digital marketing campaign, Onsitego has also launched an in-store campaign to promote its services at partner stores of Vijay Sales, Croma, Sanket India, Great Eastern, Value Plus, Vivek and also general trade stores.
Onsitego is growing at a rate of 80-100% y-o-y and has more than 5 million customers today. The company is leading the after-sales service industry that is touted to become $5.3 billion in size over the next 3-4 years. Onsitego currently provides device protection, brand warranty, installation, maintenance services and is soon going to launch on-demand repair services for the Indian consumers. The brand covers all electronic categories for the segment and their service plans are widely available across electronics stores and online marketplaces like Amazon.
Speaking about the benefits for consumers, Kunal Mahipal, CEO, Onsitego said “We see that the customer works and lives at a frenetic pace, and he demands not good, but great, prompt service. People also don’t want to risk incurring financial loss with expensive gadgets. We have been successful so far because we are able to deliver on this expectation with our ‘Wow’ service philosophy.”
“The Onsitego brand promise is to undo the unexpected 'bad' thing that happens in someone's life. The brand delivers unexpected 'good' things or 'Wow' experiences to customers through its hassle-free service. If a device or appliance gets damaged or stops working, we fix it and have it up and running in no time. Our new tagline ‘Good Things Last Longer with Onsitego’ – pretty much sums up this proposition for us”, added Kunal Mahipal, CEO, Onsitego.
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.
