Sudha Natrajan gave up her 18-year-old job at Lintas Media Group to become an entrepreneur last year with colleague Raghav Subramanian.
Today founder-director of The Media Café, Natrajan feels that marriage does not really bring upon demands, though motherhood does. A good support system at home, however, helps.
The doting mother of an 11-year-old, Natrajan prefers to catch up on music concerts or plays over mall browsing. She confesses that even though she is from the business of media, she does get influenced by ads like an average media consumer.
One of the leading ladies of the industry, Natrajan, believes in the strength and conviction of women. She also feels that women are hardwired to multitask better than men and firmly holds the belief that sky is the limit for any individual, man or woman.
What has your experience as a woman in the media industry been?
I‘m a bad example to ask these questions as I have always been gender neutral in my professional dealings, and have always expected the same from my team and colleagues. Having said that, it has been my experience that women thrive in the media business. We do have a healthy ratio of women to men in our industry, at every level.
How conducive is the environment for women to thrive in the media business today?
The environment has always been extremely conducive. Women have to just think of themselves as professionals. They need to be as good as or better than their colleagues for them to shine. Opportunities are equal for both genders. Our industry has not been biased.
What according to you are the major challenges women in the industry face today?
I really don’t think there are any specific challenges women face in the media business, other than the ones regularly faced while pursuing a career seriously. Marriage does not really bring upon demands, but motherhood does. It is up to the woman‘s mental strength to go through these first few years of motherhood that separates the weak ones who succumb, to the strong ones who make it. It is my opinion that women are hardwired to handle multiple challenges at the same time, far more than men can. So they can face this one too, and come out of it stronger. A good support system at home does help. I was one of the fortunate ones who had this support system, so I could get back to work 2 and a half months after my son was born. If I had to go home in the evening to tend to him, I would come back to office after tucking him into bed, continue working and then go home late. Yes, I did burn some midnight oil, but it was well worth it.
Organisations do have to be a little more flexible with working new mothers. I converted an unused cabin in my office into a nursery, and had a couple of my team women to bring in their kids to work with their nannies, on days when they could not manage it otherwise. A little bit of support given to them during this period goes a long way in ensuring that we do not lose our best talent to motherhood.
Which are the TV shows that you like watching more on television? Does this influence your buying and planning decisions positively?
With the nature of my job and my upbringing, my TV viewing habits are more like working males because of the hours of viewing, and the interests I have, rather than like the masses of women watching TV in India. I watch sports, news, reality TV (of the genres that appeal to me), and movies primarily. Content that does not require loyalty as a pre-requisite to watch. Even during the hey days of the K serials in India, I am perhaps the only Indian who hasn’t ever watched even one episode (even partly) of Kyuki Saas Bhi Kabhi Bahu Thi or Kahani Ghar Ghar Ki.
Being a marketing, then advertising and then a media person, yes, my interest in advertising is high. But I also behave like a lay consumer and do get influenced by advertising. I feel Television plays an extremely critical role in making a consumer aware, and in some cases drawn to be associated with a brand.
What kind of movies are you fond of?
War, sporty, comedy, and movies showing societal changes and insights in a bold and insightful manner. I watch English and Hindi movies.
What do you do in your spare time?
I spend most of my spare time with my son, who is 11 years old. I guess I will not have too much of his attention and time as he grows up. It has already been decreasing off late. I don’t shop, or go mall browsing. I do not have the time to while away in that manner. I like to catch music concerts, and the odd play, when I can make it. I listen to Indian classical, a lot of fusion and international music too. I like to indulge in some form of physical activity every day, be it cycling, or working out in the gym, or jogging in the park.
Please cite some situations where you think being a women has helped and where things have not been in your favour because of being a woman?
I have been brought up not to think of myself as a woman, but as a self respecting and contributing individual. There‘s nothing I could not do or aim for, that my brother couldn’t. So, it’s difficult for me to even think of occasions when being a woman has helped me. I think it really depends on the confidence an individual has, his or her competence and professionalism. There also haven’t been any instances of it going against my favour. Guess, I have been lucky in that manner.
What traits of you as a woman have lent well in terms of media buying and planning?
I guess the ability to multi-task, handle crisis situations frequently, as media is the last process that happens before the campaign is released. Delays happen right from the brand brief coming into the creative agency from the advertiser, and at every single stage. But more often than not, the launch date of the campaign is pre-decided. So the time media gets to plan and execute a campaign gets compressed time and again. I‘m not too sure, but perhaps I don’t have much of an ego, because I’m a woman. Even when I was the CEO of Lintas Media Group, I wouldn’t find it beneath my dignity to help my team out in getting an important ad to be scheduled urgently, and in situations when space is not available.
I‘ve also always maintained extremely good relations with all media owners, irrespective of whether they are the top performing media vehicles at that point in time or not. I really believe in supporting the eco-system we all work in, and the fact that results have to be win-win for all concerned. I have never utilised my position or my chair for undue favours, or to bully people.
Your vision of media 5 and 10 years on and the role of women in it?
The media industry has bred a lot of successful women leaders. I see it continuing.
Your views on traditional media?
In India, the old lives with the new. It is critical for us to keep up with the times, and be ahead of it actually. We have to constantly keep learning and staying ahead of the curve. how much of traditional vs new media, what is the role they are performing, how is that role changing/evolving constantly, how should it impact strategies, are questions we need to be prepared to answer at all points in time. it is important to have a youthful and curious mind.
Your perception of emerging media such as the mobile screen, tablets, online, social media? And your perception of these being used as a targeted medium to communicate brand messages to consumers?
Well, every medium has a role to play today, with different audiences. These media vehicles have already emerged, they aren’t emerging any more.
What will the media buying agency look like in 10 years?
This is a trick question. My personal view is that the media agency the way it is structured today, would not exist in 10 years. Most of media planning and buying would happen online, it would be accessible to any individual/corporation, and strategic solutions are what would be sought for from strategy hot-shops who show directions and who are experts in understanding consumer behaviour and media.
What advice would you give to the young girls entering the business of media today?
Take your careers seriously. It is not a stop gap arrangement to keep yourself busy until you get married. It makes you a respected and contributing member of society, increases your self-pride and makes you become a more complete and better human being. You are also able to support your husbands and be more understanding towards professional situations. Sky is the limit for any individual, doesn’t matter if it is a man or a woman.
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