1. This International Women’s Day, I pledge…
To choose my dreams and enable others in my own little way to achieve theirs’ too. I will encourage women to spread their wings and fly. Women might believe they cannot make a difference but when we think about it, all of them are doing their best, creating a big difference in society and at home. They should be aware of their strengths and play to them.

2. Across the organizational landscape, I want to see more female representation as…
Designers. I have been fortunate to work with amazing women in every advertising vertical and have had the good fortune to work with incredibly talented female designers at the agency but as an industry, we need to encourage this trend. Additionally, the perspective that they bring adds a unique flavor to the communication.

3. The one stereotype about women that should be busted this year is…
‘Women are emotionally fragile’ is the one I have heard the most. No, they are not! Their emotional quotient is high and they have the flexibility, strength, and expertise to deal with all sorts of problems and situations. It’s about time we should get rid of this thought.

“IAL Saatchi & Saatchi is promoting gender equality and women empowerment by empowering women at every level.”

4. My organization is promoting gender equality and women empowerment…
By empowering women at every level. I consider myself very fortunate to have learned the trade at IAL Saatchi & Saatchi. I have been mentored by the best in the business, both Nida and Imtisal have encouraged all of us, especially the women to be fearless. The Creative, Client Services, Design, and Strategy departments are all headed by women, truly an all-star female team.

5. I believe women can fight gender inequality at their workplaces…
Through communication and changing the narrative around how women are portrayed by taking a more progressive approach – brands such as Tapal, National Foods, Shan Foods and Nestle Nesvita are already doing that. Two, agencies need to change the rules within the industry and bring more women into the fold. My agency for example has paid maternity leave and offers transport for women to ensure they get to the agency and get home safely if they have to work late. Offer flexible hours and work-from-home options. So that we are able to retain valuable resources and women don’t have to choose between a job and home commitments.

6. As for men, they can help reduce gender bias at home and work…
By being supportive of the women in their families and taking on a bigger role at home.
Work especially in this industry is demanding, this is a global fact, not just in Pakistan. Men need to recognize that the women in their lives are just as passionate about their work as they are, that they are just as good at their jobs as they are. If they are able to do so, they will automatically ‘lean in’ at home to give their wives, mothers, and daughters the ability to ‘lean in’ at work. Within the industry, men need to see their female colleagues as equals and not see their home commitments as impediments to the workflow.
On a more macro level, there needs to be a better representation of women in the corporate sector on the top hierarchy, better representation of women in the political arena to drive policies and legislation that empowers women, protects them and ensures that their voice is heard.

7. My message to young aspiring women looking to start a career in 2022 is…
You must have all the Ps in the marketing mix. I will give them some more if they want to join the advertising field:
Passion – This is a service industry and by default comes with challenges, again this is a global phenomenon. You need to love what you do; you need to be constantly engaged and forever learning because this is an industry that is forever evolving.
Perspective – Bring a fresh perspective to your campaigns, to your ideas, to changes within your agency. Also, be brave enough to offer that perspective fearlessly.
Patience – This is important. Growth, learning, progress take time. Be willing to give it time. Nothing worthwhile comes using shortcuts. So, give it time, and then you can soar.