Spirit W | Skill of multi-tasking, unique advantage over men: Maxus Global's Amrita Choudhary

Adgully brings to you this extrovert, fun loving, bubbly, flirtatious and intelligent Investment Group Head from Maxus Global, Amrita Choudhary in today's Spirit W. Choudhary is one of those women who are always on the prowl for the perfect media solution. Celebrating the spirit of women this week, Adgully learns more about what drives her to excel and who inspires her among other things. She began her career with DNA (Daily News & Analysis) when it was launched and confesses that media happened to her by accident.

"The entire city of Bombay was painted by DNA "Speak Up" hoardings. And it was then when DNA happened to me. I joined as a trainee and my profile for first 2 months was to conduct a research with celebrities where I would take their views on reading habits and scope of a new entrant in the highly monopolistic market where TOI was a leader. In the first month I met up with the entire caste of Kyunki Saas Bhi Kabhi Bahu Thi, the highest TVR show then. Soon after a month I was shifted to Ad Sales department where I was handling corporate clients. I remember getting the first ad for the first issue that too on front page. I still have the copy of that issue with me," she said in her usual lively self.

Talking about some of her work which she takes pride in, she said, "Ad sales as a profession is full of highs. Starting from deal closure, to spots on air to revenue reflecting in your revenue sheet all these occasions gives you a sense of achievement. However, after joining Maxus there is one work that I am really proud of. The integration was done for Parle Krackjack."

"The entire team wanted to do something unconventional other than buying as tons or product placement on Television. And for the first time we designed a commercial which went live during ITA Awards on Star Plus. The Brand came alive in the form of 2 human characters Krack & Jack, thereby creating an instant impact among viewers. The campaign managed to break the clutter among ad avoiding consumers, who enjoyed the brand act without being exposed to actual advertisement while the brand managed to communicate its brand proposition of delightful combination of sweet and salty taste," she further added.

Choudhary further states that Indira Gandhi is someone from whom she draws inspiration from, the world's longest serving Female Prime Minister, she adds.

The media space is full of creative individuals but Adgully asked if women have an edge over men in this space? "Women do get a differential treatment in the media space. However, it is the ability in her that differentiates her from the men. A unique advantage every woman has is the skill of multi tasking. Our work today is so versatile and dynamic that this ability helps us to get an edge over men," she said.

On a concluding note, Choudhary wishes that the media industry could get more logical as right now it is still so dependent on relationships.

It doesn't matter at the end of day, if you are a man or a woman, each are different in their own way and bring different things to the table. Women are on the top of the world today, quite literally, simply because they have worked hard to reach there. Join Adgully as we recognize this aspect and give credit where it's long overdue. | By Janees Antoo [janees(at)adgully.com]