Mumbai, Mar 9: Tata Consumer Products has launched #TheNoRepeatCampaign to highlight a subtle but common workplace bias where women often have to repeat their ideas before they are acknowledged. The initiative, unveiled around International Women’s Day, aims to encourage more conscious listening and fair recognition of women’s contributions in professional spaces.
Conceptualised and created by Schbang, the campaign brings the issue to life through a mockumentary-style film centred around a corporate employee named “Doobara”—a name that literally means “again.” The character symbolically represents many women across industries who find themselves restating their ideas in meetings and discussions before they are taken seriously.
The campaign draws attention to findings from the McKinsey & Company Women in the Workplace 2024 report, which notes that 39% of women report being interrupted or spoken over in professional settings. Additional research from Perceptyx (2022) highlights that 19% of women experience frequent interruptions, while 42% say it happens at least sometimes.
Speaking about the initiative, Nidhi Verma, Head of Corporate Communications & Investor Relations at Tata Consumer Products, said:
“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.”
The campaign creatively mirrors the experience it highlights by weaving intentional repetition into the narrative, allowing viewers to feel the frustration of being overlooked until someone else repeats the same idea. It also reinforces Tata Consumer Products’ SpeakUp culture, an internal initiative that encourages employees to share feedback and perspectives openly while promoting active listening across teams.
Jitto George, President of Solutions at Schbang, added that the storytelling was designed to reflect a reality many women have experienced in professional environments.
“The insight was simple but powerful: many women have lived through moments where their ideas only gain traction when someone else repeats them. The mockumentary format helped us capture that everyday dynamic while inviting viewers to rethink how conversations unfold in their own workplaces,” he said.
Aligned with the International Women’s Day 2026 theme “Give To Gain,” the campaign underscores the value of inclusive workplaces where every voice is heard. By giving attention, acknowledgment and visibility to women’s ideas, organisations can foster stronger collaboration, better decision-making and more innovative thinking.
The initiative serves as a reminder that when women are heard the first time, the best ideas don’t need a second chance.
