Believe in yourself and you will be unstoppable: Deepti Sakhuja

As a strategic brand communications professional with more than 18 years of experience in building brands and integrated marketing solutions, for brands, Deepti Sakhuja, entrepreneur and consultant, has always been fascinated by new products innovations and technological advancements in brands. She has led business solutions across multiple categories of products and services in FMCG, pharmaceutical, lifestyle, airlines, media, technology and luxury space.

Talking about the most defining moment of her career, Sakhuja informed about her venture in the lifestyle category of brands. According to her, it redefined her path. Being the recipient of “Mentor of the Year in Corporate Communication” at the E4m PR and Corp Comm Women Achievers Awards, Sakhuja spoke to e4m about her thoughts on the win, the role of women in changing the industry landscape, her future goals and more.

 Edited Excerpts:-

How do you feel being the winner of the Women Achievers initiative?

It has been a privilege to have received the honour as the “Mentor of the Year in Corporate Communication” at e4m Women Achievers Awards 2020. It says a lot about the organization and its leaders who have envisaged this initiative and stepped up in acknowledging the efforts. They have valued women leaders who’ve been leading brands and helping people and organizations grow meticulously. 

What are the attributes/ qualities required to be a leader in the communication industry?

The communication industry is about “The Truth Well Told”, with respect to the brands, their messaging and the communication strategy campaigns. This industry plays a major role in the brand’s journey, lifecycle and personality in forming opinions in the minds of the customers and connecting with the audiences at a deeper level, enabling brand growth. 

A unique thought process, coupled with understanding the pulse of the audience and proper articulation of thoughts, play a major role in getting your point across effectively. Communication needs to always be clear; for which, clarity of thought in the leaders is of paramount importance.

Additionally, being aware of one’s surroundings and empathetic in the overall approach, help the leaders in manoeuvring their way in the evolving and challenging communication space.   

What role have women played in the restructuring of the industry and how has the communications industry changed over the years for the women workforce?

Women have led from the front, in shaping the communication industry. They have been driving empathy, transparency and sensitivity in the industry's overall approach.  Women have always been multifaceted, donning various hats and successfully managing their responsibilities. Communication domain has seen amazing progression with increasing women leaders at the helm of the industry. The shift has been gradual and promising for the upcoming aspirers.

Strategic reforms and equal opportunities have further empowered the women leaders over the years, through the education system. Their unique ideas have been welcomed, leading to a positive change and a healthy work environment culture.

The sheer percentage of women being hired today has seen a systematic shift from the yesteryears. Globally the management is recognizing women leaders and their leadership styles.

Why do we need to have more leaders at the helm of organizations in today's scenario and what value women bring to the table?

Gender biases are detrimental to any industry. Only through diversity and togetherness can everyone grow. Equality in the workspace brings empowerment and dignity for individuals to thrive on. It ignites conversations on gender agnostic work opportunities and gender equality across the workspaces. It provides a healthy work environment and culture. Looking at the unprecedented circumstances, women are generally more empathetic and better equipped to handle situations sensitively. Nurturing is second nature to a woman’s personality. In conjunction to being compassionate, collaborative in overall approach fused with a strategic thought process, women can face all odds with their sheer grit and determination.

What are your future goals? What initiative would you like to take as a responsible woman leader for the industry/society?

To further strengthen the “Vocal for Local” initiative, work with Indian brands conceptualizing their strategies and drive success, reaching global markets.

In this Digital Makeover phase where ‘Wireless’ is disrupting ‘Wireline’ at a lightning speed, authenticity and credibility are important!

As a strategic brand communication professional, with 18+ years of experience in envisaging integrated marketing solutions, for brands like Nestle, Pepsi, Ranbaxy, Timex, ITC in the past, I have been defining strategic journeys across categories, helping brands and leading the way, defining new trajectories, revamping product’ imagery and driving their growth.

Now I want to enable our local brands using my diversified experience and help these brands grow, boosting our overall economy.

How do you see the PR and the corp comm industry shaping up in the years to come and your message to the future women leaders?

I truly believe in the statement that if people ‘like’ you, they will listen to you. But if they ‘trust’ you, they will do business with you.  We are in the evolving phase. I agree with the thought of a leading adviser who said - “Guardrails of today will be accelerant for tomorrow …”

 “Virtual reality” is the new reality. 

This pandemic has altered our preferences to a whole new level. Loyalty is hard to retain, hence an organization’s corporate culture founded on trust and empathy will prove vital to its sustainability and its ability to pivot in the changed market scenarios, coupled with unique offerings.

Cutting edge technology solutions will be of paramount importance. Hence women leaders will need to adapt swiftly, communicate transparently and doing all so, compassionately. The shift will be from “good to have” to “must-haves” across fields and domains. Frivolity will have no space in communication. Authenticity is going to play a leading role across the communication industry.

 My message to all the women is 'Believe in yourself and you will be unstoppable!'