Page 60 - MASALA Magazine Vol.15 Issue 7 | October - November 2024

What opportunities and challenges drew you to Vero as a women as mentors or colleagues over the course of my career, I
company, especially as a woman in the branding industry in have had the privilege to work with some amazing female leaders
Southeast Asia? from a mix of cultures from around the world, including South
When I moved to Thailand, I wanted the next step in my professional Korea, Australia, America, the UK, and of course, Southeast Asia.
journey to be with an agency that not only had a strong foundation, These women come from diverse industries – some were bosses,
but was also progressive in their work. Most importantly, I sought some clients and some colleagues – but what they all have in
a company culture that aligned with my values, which I was very common is professional and business capability combined with
fortunate to find at Vero. being caring, responsible, considerate people. All of them have

made an impact on the person and leader that I am today.
Over the last 17 years, Vero has been delivering communications
solutions for brands across Southeast Asia — from media While I don’t believe my ethnicity as an Indian woman has changed

engagement and influencer relations, to experiential events, digital or influenced the way I approach my work, I do feel that my Sindhi
content, and government and policy communications. As Chief upbringing has made me a better negotiator when it comes to

Strategy Officer, my role is to help brands define their strategy across closing business deals. [Laughs] When you spend your childhood

constantly trying to bargain with your parents and your siblings, it

all their communications efforts in diverse and dynamic markets makes the art of closing a deal much more intuitive to navigate!
to build brand visibility, reputation, and trust. What’s great is that The resurgence of T-Pop and fandom culture like Butterbear
I get to collaborate with a team that takes its culture very seriously. has reinvigorated the creative scene in Thailand. How are these

At Vero, people come first. There’s a real culture of trust, and cultural movements impacting global perceptions of Thai culture

the company’s unlimited leave policy is just one example of this. and influencing your work?

Moreover, Vero walks the talk. It’s the first agency in the region Asian celebrities and influencers are increasingly dominating
to sign the Clean Creatives Pledge, a commitment to not work global fashion and pop culture trends. This year, Thai, Filipino,
for any brands that contribute to the fossil fuel industry. Vero also and Korean stars made waves at Paris Fashion Week, driving

earned its B-Corp certification a few months ago as part of our conversations as trendsetters in the luxury landscape, and signalling

genuine efforts to be a good corporate citizen. Lastly, the company significant growth potential for Southeast Asia, and especially

also lets me broaden my horizons, since its regional reach means Thailand as a creative hub and influence in the region.
I wouldn’t be limited by geography. While Vero is one brand, the

business has a footprint across five countries in the region, namely: I feel a lot of excitement around three areas in particular:
Thailand, Vietnam, Indonesia, the Philippines, and Singapore. Fandom culture: Beyond traditional celebrities and media products,
This gives me the space and opportunity for growth in one of the fandoms are now embracing small influencers and even mascots

most exciting regions in the world. like Butterbear or animals like Moo Deng, the Internet’s newest
and cutest It Girl. This trend is democratising influence, allowing

There are few Indian women who have followed a similar career

path in your regions. What has your journey been like as a anyone (or anything) with a dedicated following to play a significant
trailblazer in this space, and how does your identity as an Indian role in shaping consumer behaviour and cultural trends. Fandoms
woman shape your approach in this arena? are on the rise, with communities, passion points, and cultural
spaces that usually would only appeal to a small group of people
Though I haven’t had the opportunity to work with many Indian now becoming mainstream.
60 | MASALA MAGAZINE OCT-NOV 2024