Spirit W | This is one industry that is so dynamic: Leo Burnett's Ajeeta Bharadwaj

Struggling week after week, I hold no qualms in saying that we have been successfully offering women profiles, one after the other in a section which needs no introduction - Spirit W ! Today, we take you through the journey of Ajeeta Bharadwaj, Executive Planning Director, Leo Burnett, Mumbai.

Just like many, Ajeeta Bharadwaj never thought of getting into the advertising field. She says, "I'd never consciously thought of advertising as a career."

Not surprisingly, when she entered advertising through a brand planning profile, she took to it like a fish to water. Even today after a decade of consumer interactions, she is never tired of people and listening to what they have to say. "More often than not, there is always something fresh waiting to be read between the lines", she quipped.

Speaking about the women she admired, Ajeeta said, "I admire strong women across fields." She strongly admires Meera Sanyal, who had the courage of conviction to give up a cushy job and take up politics, Naina Lal Kidwai, who broke through the glass ceiling before it was even being discussed, J.K. Rowling who believed in her unconventional, make-believe world of wizards and Sindhutai Sapkal, the legendary social reformist who after being thrown out by her husband, went on to start multiple orphanages and support over 1000 orphans". Adding further, she said, "Then there was an ordinary woman in Lucknow whom I met on a Sony entertainment channel research. Her father's untimely death had forced her to give up education, but she fought for the right to run a small beauty parlor where she employed two more girls. I remember being truly inspired by her resolve to ensure that her daughter would never have to leave her education midways the way she did."

When asked about the works she is proud of,she told us that she is proud of all brands she has worked on. "In case of some of them, our association goes way back in time like Complan and Glucon-D, and it's been very fulfilling to partner them through their growing portfolios.

On further elaboration she said, " I have seen equal levels of commitment and performance from both men and women. I have also seen men handling women centric categories and women handling male centric businesses and doing it with flourish. So the only thing that is real is merit."

Ajeeta is of the opinion that media industry does not lack in any sphere. She believes that many structures, functions and roles are getting defined as one goes, rules & regulations are getting tightened, and many useful new media partnerships are being forged.

Ajeeta Bharadwaj has been in Leo Burnett Advertising since 10 months as she joined in 2010. Earlier she was the Consumer Trends Director & Planning Partner, Leo Burnett (Marketing and Advertising industry) for almost 9 years (2000 ' 2009). | By Aanchal Kohli [aanchal(at)adgully.com]