Spirit W | It's all about the attitude and approach: Arena's Rachana Lokhande

As an unconventional start for a media person, Rachana pursued a Diploma in Mechanical Engineering while she was in college. "I stepped in small portion of this industry, "OOH" in 2001. It's a very interesting career and every day is a challenge," she adds.

Rachana is immensely inspired by Kiran Bedi, for her strong will power and her ability to speak the truth. "Always makes me feel that it's all in the mind and that nothing is indeed impossible," she says.

She further adds that Lintas has given her an opportunity to service one of the biggest FMCG client since the past 2 years.

"There is a battery of good work that we have done for our clients. Outdoor is a very good medium to showcase your creativity. It always gives your work a larger than life image. Citibank is one such client for which we had executed a very innovative campaign and I am extremely proud of that," Rachana says.

In our patent question where we ask her if she thinks women have an edge over men in media, Rachana nods in disagreement and says, "I feel both are equal. It's all about the attitude and approach."

So do you think the media industry lacks something organizationally?

She contends, "Every industry keeps evolving, so is media. What the industry should look towards is the seamless integration of all media. After all it's all about how well you are able to connect with your TG, engage them and convert them."

While signing off we ask her if she would like a change in the way she is perceived by her seniors and colleagues, Rachana says, "Different people perceive different things about the same situation. And it sometimes depends on the assumptions they make."

Indifferent approach to people's perception, immense self belief and a feeling of affinity for the organisation in abundance, that is Rachana Lokhande for you.

For more of hushed glories unwritten,

Of women leaders untraced

And for a chord that strikes with every woman,

An answer to each doubtful face

Keep watching this space. | By Prabha Hegde [prabha(at)adgully.com]