“It’s important to revitalise the role of women in the post-pandemic world”

We, at Adgully, have always saluted and honoured women managers and leaders across diverse fields. W-SUITE is a special initiative from Adgully that has been turning the spotlight on some of the most remarkable women achievers in M&E, Advertising & Marketing, PR & Communication industry. In the refurbished series, we seek to find out how women leaders have been managing their teams and work as well as how they have been navigating through the toughest and most challenging times brought about by the global pandemic.

Neena Dasgupta, CEO & Director, Zirca Digital Solutions, has played a pivotal role in the firm becoming a name to reckon with among the most prestigious firms in India. Zirca was Dasgupta’s brainchild, which she launched and built it to a 130-people-strong firm. She holds more than 20 years of experience building organisations that lead the charge on effective and efficient communication.

In conversation with Adgully, Neena Dasgupta, CEO & Director, Zirca Digital Solutions, speaks about Growth of Women as leaders, Women and crisis Management, lessons she learned as a women leader and more.

How do you think the role and scope of women leaders has widened in the post-pandemic world?

Women today stand shoulder to shoulder with men across several aspects of life because of their talent, confidence and understanding. The world having been forced to stay indoors has shown again how seamlessly women manage work and home. They are no longer confined to being just a homemaker. Women are now fearless. They take up challenges, aspire to grow professionally and become great leaders in the world through their exceptional work. It is important to revitalise the role of women in the post-pandemic world.

The rapid transition to digital, an uncertain economic landscape, charting unknown waters, working from home – how have you been navigating during the COVID-19 times? How are you maintaining work-life balance in the new normal?

The pandemic has altered the way we go about our lives. The sudden shift to remote working was stressful, confusing and complicated. It is not easy for a woman to balance work and home, but it is not impossible. It is important to have a schedule and create healthy boundaries. We must ensure a clear divide between work hours and family time. I made it a point to give time to my family once I finish my work. I dedicate my weekends completely to them and don’t work unless it's necessary.

Multiple studies have shown how women leaders performed better during the COVID-19 crisis. According to you, what makes women the best in crisis management?

Women have the capacity to understand crisis situations quicker and act faster. They connect and empathise with employees and others affected during times of adversity with great fortitude. It’s no wonder trust in women leaders is growing. Women have also shown strong interpersonal skills, resulting in better results during difficult situations.

What are the five most effective lessons that you have learned as a woman leader?

  1. Never settle for anything less than you deserve. Women should believe in their ambitions and work towards accomplishing their goals. There shouldn’t be any place for self-doubt. Don’t let anyone tell you that you don’t belong here.
  2. Women need to uplift other women and work to empower each other. We must believe in the power of ‘sisterhood’ and unlock other women’s potential.
  3. Women do not need to choose between their work and family. Their work is a reflection of their personalities.
  4. Find your voice and let it be heard. Be clear and certain of your thoughts. Women in the industry get bulldozed but they must stay true and firm to their beliefs. This will help women find their strength and secure their seats at the table.
  5. Build a team that trusts you and your vision. I believe you are successful when your company is.

Gender sensitivity and inclusion in the new normal – how can organisations effectively encourage and groom women leaders in challenging times?

The pandemic has ushered in an emphasis on the importance of gender sensitivity. It is important to address the problems that obstruct the creation of a diverse and inclusive work environment. Organisations should stop bringing a woman’s work-life balance into the picture and assess instead her ability to succeed in her duties. Employees, irrespective of gender, need to be given the freedom to charter their work-life situation. Firms should work for an equal-opportunity employer, focusing on quality rather than quantity, and introduce concepts like flexi hours, mentoring and counselling women at work. An ambitious woman shouldn’t be hard-pressed to make a choice between her family and her job. Women need to have faith in their work and communicate openly and thoughtfully. Moreover, it is my dream to retain women at the workplace and not lose them to parenthood.

What are your views and observations on content consumption by the viewers during these times?

We have undoubtedly leaped into a digital-first world. We can see a paradigm shift in the patterns of consumption, trends and digital entertainment landscape of the viewers. People are choosing viewing content on digital platforms over traditional ones due to the user experience, diverse offerings and accessibility. They have flocked to streaming services and OTT platforms. People have dived into the wide pool of streaming options. The rise in viewership of OTT has helped brands ride this change and adapt to the new normal. Mainstream entertainment has taken a new shape led to adoption of advance digital technologies, investing in regional and original content leading to growth in the OTT industry. Additionally, brands must focus on accelerating their strategies to create relevant content and spearhead into the digitally inclined future.

How are Influencers playing a part in engagement with the audience?

The audience believes influencers to be opinion leaders. Their views, thoughts and recommendations are of great value. Influencers have built a community through their content, credibility and creativity. Their conversations help brands reach a larger audience and interact with them through these brand advocates. The viewers can connect and relate to the influencers, which helps the brand establish and expand their presence online.

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