MAM
Tonic Media gets Unmisha Bhatt as director, global strategy
MUMBAI: Unmisha Bhatt has been roped in by Tonic Media as director – global strategy. She will be responsible for driving planning and strategy functions as well as business globally starting with the Middle East.
Bhatt will divide her time between the agency‘s Mumbai and Dubai offices. She will focus on integrating digital effectively with clients overall communication mix leveraging her experience of integrated brand communication.
Prior to joining Tonic Media, Bhatt was with Bajaj Electricals as DGM – advertising and brand development. She joined Bajaj Electricals in September 2010 and led 360 degree advertising across three strategic businesses units; viz, Bajaj Appliances, Bajaj Lighting and Bajaj Fans.
She has comprehensive experience of 12 years in Branding, Corporate Communication and Integrated Brand Communications across all consumer touch points. Her specialities include understanding consumer behaviour, defining brand essence and developing communication strategy accordingly. Her planning and strategic knowledge will add value to following a scientific approach towards digital communication.
She has a total of 12 years‘ experience in the media industry having worked on both the agency and clients‘ side. She started her career as an ad sales executive with Reminiscent India Television Ltd in 2000. After a couple of years there, she moved on to Star India Pvt. Ltd. (Radio City 91 FM) – Mumbai as senior executive ad sales. She then went over to the agency side with Leo Burnett‘s Black Pencil where she worked for a year and a half before moving to Ogilvy and Mather as account director in 2006. In 2008, she moved to Kotak Investment Advisors as associate VP before going back to O&M in 2009 as client services director.
She was also founder and principal consultant at Unified Brand Architect (UBA) which specialises in developing a single brand identity across all mediums thus creating a brand persona and equity.
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.
