The results of a survey issued by She Runs It in December 2021 found that Covid took a disproportionate toll on the representation of women. During the past 12+ months, the percentage of women in advertising fell by 10%. This International Women's Day we spoke to Raji Ramaswamy, CEO at Contract Advertising India of Wunderman Thompson India Group, about what problems women still face in the industry and how to move forward in a better way.
What barriers do women still face in our industry and why are they still there?
The social conditioning that exists in India has unrealistic expectations from working women, forcing them to often prioritize their family over their career. Women still need a supportive ecosystem to do well in their career. And being ambitious at the cost of the family is still not an accepted norm. The winds of change are here but it still needs more time for women to be unapologetic about their career ambitions and personal growth. The last two years of covid and the uncertainty has had an adverse impact on everyone and women in particular. They had to manage the home and the demands at work. While WFH helped to an extent they still had to stretch themselves to manage the situation at home and their careers. Women should be able to have their careers as a priority and manage their lives and rise above the social conditioning to claim their place in the corporate world.
How should we tackle an issue such as equal opportunity, not solely for women’s equality but across the entire DE&I spectrum?
Equal opportunity means we have an inclusive culture that celebrates diverse talent and new voices and opinions. The culture in the organization should not be about fitting in but about everyone adding their originality and views to make the culture richer and more imaginative. Acceptance, respect, individuality, empowerment to build a gender agnostic and gender fluid environment will create equal opportunity for everyone. It will go a long way towards building an open, inclusive and successful company.
How would brands react if their ad strategy was created and produced by a majority male team?
More and more companies are recognizing that building great brands require a truly insightful and creative approach which often questions the norm and the status quo. And only a balanced team can deliver on such ideas and work.
What experiences did you have joining the industry?
A journey full of discoveries, exciting challenges, insightful pioneering ideas, amazing talent, great teams, a truly rewarding experience…
Who inspires you the most and why?
I am inspired by the power of imagination and technology to change the future, the resilience of people to rise above odds, and the impact that great brands can have on people’s lives.