Srishti is the founder of Tape Recorder, a recently established Indian based boutique marketing agency with ambitions to for the big stage. With an eye for photography, she had her sights on being a photojournalist. We find out how the marketing bit her as well as how she harvested the confidence she has today whilst running her business. Welcome to this segment of Women In Marketing
LET’S GET PERSONAL
WHERE WERE YOU BORN? WHAT ARE SOME OF YOUR FONDEST MEMORIES?
I was born in Shimla, Himachal Pradesh, India. I remember waking up to the beautiful scenic view of the hills and playing in the snow during winters.
SHOW OFF TO OUR READERS. ANY HIDDEN TALENTS YOU CAN SHARE WITH US? A CLARINET STAR IN THE MAKING PERHAPS?
Haha! Not to show off or anything but I do excel in singing and art. As a kid, I have won awards in various singing as well as poster colour painting competitions. I have also been a freelance photographer and attend workshops for the same.
WE WOULD ALL LOVE TO WIN THE LOTTERY RIGHT? IF YOU WON $10 MILLION TOMORROW, WHAT WOULD YOU DO WITH YOUR FORTUNE?
Would like to keep maybe 1/4th for my family and me to travel and as for the rest, would like to donate it to help others.
WHAT IS YOUR FAVOURITE MEAL? THAT ONE MEAL YOU WOULDN’T SHARE WITH ANYONE!
I am a sucker for pasta! Cannot and will not share it with anyone.
WHAT MADE YOU FALL IN LOVE WITH THE WORLD OF MARKETING?
It was this one particular campaign with Whisper (a well-known sanitary napkin brand in India). With the help of my colleagues and also a bit of self-confidence, I was able to achieve the ultimate result. The campaign was a huge success. The success thereof boosted my confidence in the skills I have. That’s when I knew I had fallen in love with this field of marketing and how interesting it is.
IN TIME PUSHED YOU TO PURSUE THIS CAREER? AFTER ALL, WE ALL WANTED TO BE DOCTORS GROWING UP, RIGHT?
Yes, I never wanted to get into marketing. I wanted to be a photojournalist. But life happened. I ended up taking the role of Social Media Manager for a publishing company. That’s when I got to know more about digital marketing. With time, it became both challenging and fun to grow brands online. That’s how I got into marketing.
IF YOU COULD BE ANY ANIMAL IN THE WORLD, WHAT ANIMAL WOULD YOU BE AND WHY?
I would be a turtle for they live longer or a cat as they sleep and eat the whole day.
WHAT’S THE MOST INTERESTING THING ABOUT YOU THAT WE WOULDN’T LEARN FROM YOUR LINKEDIN PROFILE ALONE?
I have a great sense of humour!
ENTERING THE WORKPLACE
GIVE US A SNEAK PEEK OF HOW YOU TYPICALLY START YOUR DAY. ARE YOU #TEAMCOFFEE OR #TEAMTEA? OR BOTH? YOU BEAUTIFUL REBEL!
I start my day with a task sheet that I make for myself to know what all tasks I need to do then I pour myself a good cup of coffee. Sometimes I would go to the washroom, after my coffee, to cry about life but that’s like once in a month.
HOW BEST DO YOU STRIKE A WORK-LIFE BALANCE?
It’s hard to have that balance, especially when you are working for an advertising agency. But eventually, you learn to wrap up the pending tasks in a manner that you make enough space for your personal life. That’s what I do to maintain a work-life balance.
JOB HOPPING IS A COMMON PHENOMENA ESPECIALLY IN THE DYNAMIC WORLD OF ADVERTISING AND MARKETING. WHAT’S YOUR OPINION ON JOB HOPPING? DOES IT HURT OR AID ONE’S CAREER?
It hurts. People are judged by their consistency, not their skills. So better to stick to one company but not for too long because let’s be honest, you ultimately have to change to grow in your career. So work, work for a fixed period and then hop to a better opportunity to learn and grow better.
FOR OUR INTERVIEW WITH YAEL TAMAR FROM SOLIDBLOCK, SHE REMARKED THAT WOMEN ARE MOST LIKELY TO OCCUPY THE CMO ROLE AS COMPARED TO THEIR MALE COUNTERPARTS. WITH WOMEN CONTROLLING OVER $20 TRILLION IN GLOBAL SPENDING, WHY HAS IT BECOME INCREASINGLY IMPORTANT TO HAVE FEMALE CMOS IN YOUR OPINION?
I think it is something that should have existed already because I don’t see skills as something associated with gender. There is no work that a woman cannot do. They can do it better if you take into consideration how so many firms have a woman as the chief.
I won’t call it to be something important but rather, something that’s obvious because we need to shun this sexism that comes along with the higher positions. It is indeed a positive way to motivate the women around the world that if this one woman can be a CMO, then even you can be one. But then again, why can’t you be a CMO? You can be anything you want. Go and get it, girl!
SYSTEMS AROUND REMOTE WORK AND VIDEO CONFERENCING ARE INCREASINGLY BECOMING STAPLE IN MOST ORGANISATIONS. ACCORDING TO VISUAL CAPITALIST, ZOOM IS NOW WORTH MORE THAN THE 7 BIGGEST AIRLINES IN THE WORLD AT A WHOPPING MARKET CAPITALIZATION OF JUST OVER $40BN. SUFFICE TO SAY, REMOTE WORKING IS AN ASPECT OF MODERN-DAY WORK THAT HAS BEEN LONG OVERDUE. IN YOUR OPINION, WHY HAVE MOST ORGANISATIONS STRUGGLED TO CONVERT TO THIS WAY OF WORK?
I think I love the WFH concept. Within my company, we were already working remotely before the pandemic. But most of the companies struggle to get to this point because of the several reasons like no clear communication, toxic work culture, the sense of ownership in a way that an expectation from employees is required to work and function as per the employer and several other reasons. Ultimately, I blame it on the toxic work culture only.
I do agree that in the office you get to live and work in an environment where you can concentrate. But the relaxation and comfort you get by working at home is something that people have come to appreciate only now.
STORYTELLING SEEMS TO BE THE NEXT RISING BUZZWORD. WHAT’S THE Tape Recorder STORY? HOW ARE YOU TELLING IT IN AN INTERESTING WAY?
That’s the best part about us. We describe the story of Tape Recorder using the space theme. I have been an avid-comic reader since my childhood, that is one of the reasons I wanted TR to be not just another agency existing in the market. We knitted a story where three Astro people find a device called Tape Recorder and how they are on a quest of reaching out to the brands that need us.
Here the TR is our brand. We are the astronauts and space is our Social Media. No pun intended but SM is a “space” for everyone these days to promote themselves and be themselves. So we want our agency to be an aid for the people who don’t know how to Social Media and grow their brand to new heights.
WHAT HAVE BEEN SOME OF Tape Recorder BIGGEST SUCCESSES IN MARKETING OVER THE PAST 12 TO 18 MONTHS?
Tape Recorder is just a baby for now; it has evolved quite well. We started back in June 2020. So far, the company has top-notch brands associated with it. We haven’t been successful till now and won’t until and unless we come up with a campaign that will resonate with people. We will achieve this feat. I am proud of what we have done and how we have brought so many brands to life online.
WHAT DO YOU SEE AS SOME OF THE MAJOR TRENDS IN DIGITAL IN THE NEXT 12 TO 18 MONTHS?
Mashups, viral dancing moves and good-feel videos are something that is evergreen. Take the video where a baby was lip-syncing to “Girls like you” by Maroon 5. Also keeping in mind how every country is working on vaccines, so most of the content will be around. Rest, it’s hard to predict because things are changing quickly since 2020 & COVID started.
2020 AND BEYOND
WHAT ARE YOU CURRENTLY READING?
I prefer paperback.
I am not reading any book currently. I do not have time. When I do, I spend it on gaming. But yes, the last book that I read was ‘Ikagai’.
WHAT IS ON YOUR NETFLIX WATCHLIST?
I am a huge anime fan. I am currently watching My Hero Academia.
AS WE LEARN TO LIVE WITH COVID19 IF YOU COULD REPLACE THE HANDSHAKE AS A FORM OF GREETING, WHAT INTERESTING NEW GREETING WOULD YOU INTRODUCE?
Air bump! Like fist bump but you do it in the air without touching the hands.
WHO HAVEN’T YOU SEEN OR TALKED TO IN A LONG TIME AND HOPE THEY ARE DOING OKAY?
My friends from the other states; I miss meeting them and partying with them.
A UNIQUE MESSAGE FOR ALL YOUNG PROFESSIONALS IN THE MARKETING INDUSTRY
Know your value. Nobody will dare to exploit you once you know the value you bring.
IF YOU COULD GO BACK IN TIME, WHAT WOULD YOU TELL YOUR YOUNGER SELF?
Relax! It will be all okay. So please relax.
WHAT CHALLENGE IS ON YOUR PLATE?
I am trying my best to stay calm. I often panic. Even though that doesn’t lead to any hasty decisions, still I think that if I remain calm over small inconveniences in my life, I will be able to handle situations in a better way.
ANY BUCKET LIST ITEMS?
Travel the world 🙂
WHO ARE SOME OF YOUR FEMALE HEROES?
It’s not one but many women who have inspired me in my life. From women around me to celebrities, each woman has inspired me one way or the other. So it’s a hard question to name them all because the list is long.
HOW CAN PEOPLE FOLLOW YOUR COMPANY ON SOCIAL MEDIA?
Here’s our website and Instagram page