‘Inclusivity is about better business, ideas, & outcomes’

Ask Zeenat Chola, Head of Sales- India Region, FRAMEN, about the biggest high she gets from her work, and pat comes the reply, “Honestly, the biggest high is seeing something go live in the real world and knowing you made that happen.”  

“Working at the intersection of media, marketing, and tech—especially in DOOH—you’re not just building campaigns, you’re shaping how brands show up in people’s everyday lives,” she adds, and explains, “For me, the real excitement is in that mix of data + context + creativity. When all of that clicks and a campaign lands exactly where it should—that’s a great feeling.” 

‘Inclusivity is not just a moral conversation’ 

Indeed, as Zeenat shares, the out-of-home (OOH)/digital out-of-home (DOOH), like most media spaces, is a highly charged and dynamic space where human creativity, supported by technology, does wonders. Yet, OOH is also a space where gender inclusivity has still not become a way of life, and hence the need for it to become a critical point of conversation. Zeenat says, elaborating on this, “The industry shapes narratives—and narratives shape how people see the world. If the people behind those decisions aren’t diverse, you end up with a very one-dimensional lens.” 

Adding another important insight, she says, “For me, inclusivity is not just a moral conversation—it’s about better business, better ideas, and better outcomes. The more diverse the room, the sharper the thinking.” 

OOH – Still a male-centric space? 

Addressing the question of why OOH is still perceived as a male centric industry and how it’s changing, Zeenat says, “OOH has traditionally been very operations-heavy and on-ground driven, and that’s naturally led to more male representation over the years. But I do see a shift now. With programmatic, data, and audience-led planning coming in, the industry is becoming more strategic and tech-driven, and that’s opening the door for more diverse talent. We’re moving in the right direction—but there’s still work to do.” 

Inclusive positioning for diversity of talent 

For an industry where narratives come alive and address a huge audience base, positioning is a critical factor in drawing a wider talent base. As Zeenat points out, “I think it starts with how we position the industry itself. OOH today is not just billboards—it’s data, creativity, audience intelligence, and tech. We need to communicate that better.” 

She lists the following as important factors in making the OOH industry more gender-inclusive:  

• More visible women in leadership roles  

• Mentorship and growth pathways  

• Flexibility wherever possible  

• Creation of safe and inclusive work environments, especially for on-ground roles  

As Zeenat points out, “It’s not just about hiring more women—it’s about making them stay and grow.” 

Own your voice, focus on outcomes 

Finally, sharing from her own journey, Zeenat sums up, “Like most women in leadership, I’ve had moments where I’ve had to establish credibility a little more consciously. You walk into certain rooms, and you can sense assumptions—but over time, performance speaks. What’s helped me is staying consistent, owning my voice, and focusing on outcomes rather than perceptions.” 

Wrapping up her take, she says, “Honestly, the industry is evolving. I’ve also had the chance to work with people who value merit, which makes a huge difference. Now, I see it as a responsibility to create more space and opportunities for others coming into the industry.”