OOH’s male leaders speak up on Gender Inclusivity

The conversation around gender inclusivity in OOH has, for the most part, centred on the experiences of women in the industry. But the conditions that shape those experiences, the culture, the hiring practices, the structural norms, are often set by the leadership that runs these organisations. This Women’s Month, Media4Growth turns to three of the industry’s senior male voices to ask the same questions: Why has OOH lagged, what can be done, and what would they say to the next generation of women entering the space? 

Why OOH has historically drew fewer women 

The outdoor industry’s gender gap has deep roots, and most industry observers point to the same origin, the physical, ground-level nature of the work in its earlier years. 

Junaid Shaikh, Managing Director of RoshanSpace Brandcom, acknowledges the historical skew while pointing to the shift already underway. “It has been so and yet you can see many changes with women occupying significant and senior positions shouldering responsibilities,” he says. At RoshanSpace, he notes, the company has actively sought to be part of that change. “We at RoshanSpace have brought that change and are really proud to be the change-agent.” 

Vishnu Telang, CEO of Khushi Advertising, traces the imbalance to the industry’s operational origins. “During the initial times, field-heavy business, site inspection, or on-ground execution required infrastructure work, naturally developing a male-dominated workforce,” he explains. But he is equally clear that this is no longer the defining reality of the industry. “OOH now offers a wide range of roles across strategy, marketing, client servicing, technology, and creative execution, making it an increasingly dynamic and inclusive field.” 

Atul Shrivastava, Chief Executive Officer of Laqshya Media Group, adds a structural dimension that is often overlooked. “OOH business has two stakeholders, OOH agencies and media owners. While agencies have a decent presence of women, the media ownership side has fewer women professionals.” The reason, he argues, is tied to the nature of the business itself. “The nature of the business is 24×7, and also a large majority of the companies are family-owned and run by family members”, a structural reality that has historically limited entry points for women on the ownership side of the industry. 

What can be done to attract more women 

On solutions, there is broad agreement across the three leaders, but each brings a distinct lens to the question. 

For Junaid Shaikh, the answer lies in going further upstream. “We need to begin attracting talent right from the universities,” he says, arguing that early engagement can help bring in candidates who arrive with fresh perspectives and the kind of tech-forward, innovative thinking that the industry increasingly needs. “This would mean a bridge with whatever is latest and what’s emerging, all of this could help the industry.” It is a point about building a pipeline, not just opening a door. 

Vishnu Telang focuses on the structural and cultural conditions within organisations themselves. “Flexible work structures, mentorship programmes, and visible female leadership within the industry” are the three pillars he identifies. The logic is straightforward: women are more likely to enter and stay in an industry where the environment is designed to accommodate their realities, and where they can see versions of themselves in positions of leadership. 

Atul Shrivastava draws on cross-industry precedent to make his case. “At the industry level, a professional work environment and better job roles, and at the organisational level, flexible working hours and better perks for women employees, this has worked in various other industries and it’ll work here as well.” The prescription is not complicated, he suggests. The industry simply needs to apply what has already been demonstrated to work elsewhere. 

A message to young women entering the space 

If there is one area where all three leaders speak with the most energy, it is in addressing the next generation directly. 

Junaid Shaikh’s message is unambiguously enthusiastic. “They are already making great strides,” he says. “We need more of them here since they are inherently intuitive, understand the pulse of the market and the consumers.” With further exposure to technology, he believes women can become the best representatives the vertical has across industries. “Women multitask brilliantly, exceed their flair for communication, many such attributes make them the right representatives for this role.” 

Vishnu Telang’s advice is rooted in the nature of the medium itself. “The industry is dynamic, creative, and constantly evolving, and women have an incredible opportunity to shape the future of brand communication,” he says. His counsel is simple but pointed: “Stay curious, stay confident, and know that fresh perspectives are always valuable.” 

Atul Shrivastava closes with a thought about longevity. “It is a very dynamic and exciting work field, which offers much better growth opportunities,” he says. “Once you win recognition, it’ll be there for a very long time.” His advice to women considering OOH is to arrive with intent: “Come with a clear focus and commitment.”