‘Empathy goes a long way in creating inclusive work environment’

“They said, ‘you are very capable, but you are a woman, will you be comfortable in this industry?’  and I said ‘Try me!’” recounts Shalini Shankar, National Head, Senior Vice President, Laqshya Media Group, while talking about her early days in the industry. The words capture the perception that has pretty much ruled this industry for a very long time. They also spotlight the mindset that has enabled some of these women to storm a male bastion.     

“I have always looked around and taken on new opportunities, risks and new challenges, as it’s been my belief that that if I don’t try, I will never know whether I’m going to succeed or fail,” says Shalini Shankar, National Head, SVP, Laqshya Media Group, while sharing her journey with Media4Growth, as we capture conversations around gender inclusivity in the OOH space.   

A rough & tough world that’s changing 

It’s not hard to see why a gender skewed perception has held sway for so long in this industry. “I think that it has more to do with how the industry began. Historically, outdoor was run by media owners and vendors, and the work itself involved lot of tough, grunt work, interacting with mounters, and making sure a hoarding was up on time, which meant working at odd hours. Many of these conditions stiIl exist, but things are changing,” says Shalini.  

She adds, elaborating on the changes that have made it more conducive for women to enter the industry now, “Today with more agencies coming in and the industry getting more corporatised, it has begun to appear more comfortable and suitable for women.”    

Drawing from her own experience, she adds, “I took on the challenge. And once I did, there was no looking back. And now there are many more women in this industry.  We are not yet there, but we are getting there. We are reaching a place where women are being recognised for what they can bring to the table.”   

OOH – the rush it gives!  

For Shalini entering this OOH advertising space was as much about wanting to be part of a dynamic space, as it was about discovering a new challenge. “I find this space extremely exciting, challenging, innovative and creative. It’s full of surprises; it pushes you to find ways of becoming better than what you were yesterday, because that’s what your client expects you to do,” she explains.  

She goes a step further and shares the tangible sense of accomplishment that a well-executed OOH campaign can deliver, “Closing a big campaign after following up with a client for a long time gives a unique high. Also, only in outdoor, you get the power to communicate and showcase a brand in a larger-than-life manner. When you are on the road and see your campaign up and running, it’s a special thrill, and it’s amazing. It also reminds you to never ever give up!”  

Mindset- the tough nut to crack 

But Shalini does concede that mindset is among the tougher and longer standing challenges to tackle. “Sometimes, it’s a client who is doubtful of whether you will be able to do things the hard way, that are required for a campaign and sometimes it could be your own team members who might wonder if you’ll be able to come down to the nitty gritty of an  issue and solve it for them. But I think one should learn to ignore these and just carry on with what needs to be done.”  

“The reality is that it’s easier for a man to be accepted. A woman often has to prove herself to be accepted. Some women have proven and now everybody else is getting accepted,” she adds on a positive note. 

“The more you try, the more you will be asked for proof” 

While acknowledging the pressure that has always existed for women to prove themselves, Shalini also cautions women against overtly succumbing to the pressure to prove.      

“It’s important for women to understand that you can’t keep proving yourself again, and again, because the more you try to prove yourself, the more you will be asked for a proof. So, instead accept that you are great at your work, that you are going to do deliver a great campaign for the client and just go with that belief.”  

Further, offering her advice to women aspiring for the OOH industry, Shalini adds, “I would just say that it’s as challenging as any other line of work.  If you want to constantly learn (because you learn from every brand and every client) and if you can handle continuous deadlines, then OOH is the best place to be.” 

Nurturing a conducive eco-system  

Shalini also shares her thoughts on how the industry can make it more conducive for more women. As she says, “Empathy and recognition that both men and women bring their own inherent strengths, while acknowledging the unique responsibilities women shoulder, can go a long way in creating a more inclusive work environment.” 

“Internal understanding between co-workers is extremely critical. The organizations where women are growing are the ones where the internal ecosystem is supportive,” she sums up.