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Women leaders honoured at WWLC 2014
MUMBAI: Women who’ve reached top positions in business would understand the kind of courage, conviction and sacrifice it takes for a member of the fairer sex to achieve that kind of success.
And so the World Women Leadership Congress (WWLC) 2014 was recently held on 14 and 15 February at the Taj Lands End in Mumbai to honour such outstanding women and their achievements.
The WWLC Awards recognized the profound role played by women as leaders, decision makers and administrators in shaping the future of nations across the globe.
The panel was constituted by women from different walks of life from different nationalities who all but echoed Mahatma Gandhi’s saying: “Be the change you wish to see”.
The Social Business Company founder and MD Tania Ellis said: “Women play an integral part in driving the global consciousness movement.”
While several women still choose to be home makers, many others have broken the shackles and made it large in the world outside. According to BNY Mellon managing director, global head of diversity and inclusion Jyoti Chopra, “Women who have made it to that position share tremendous drive, mentorship, are risk takers, visionaries, have the skill to connect, to lead, inspire and motivate.”
During a session titled ‘Women leaders as architects of change’, Chopra expounded the qualities of a good leader. “You need to find solutions to the issues troubling you. Also, being a good listener helps,” she said while stressing that personal change was a prerequisite of social change.
Women’s Business Development Centre president and CEO Nancy Allen opined that women in leadership positions are always interested in giving back to the community. “It is great to be successful. But a woman knows that their success depends on the success of the community,” she said.
Zambia Media Women Association media consultant and board member Sally Chiwama was of the view that the future would belong to women, provided they ‘believed, dreamed and dared to do things.”
Hettigoda Industries company director Vidyani Hettigoda echoed the general sentiment that women had a long road ahead to leadership.
Africa Nazarene University vice chancellor Leah Marangu emphasized the importance of education. “There is a need to replace traditional teaching methods with integrated ones. This will not only help women increase their knowledge but also follow their passion,” she said.
A key point raised during the discussion was that women need to be more vocal about their thoughts and demands. “Women are shy in asking for what they deserve. It is high time we become more vocal and be the person we want to be,” concluded Standard Chartered Bank global head, mobile money, transaction banking, wholesale bank Namita Lal.
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GUEST COLUMN: How strategy and creativity drives ROI in digital campaigns
Why engagement, AI, and integrated strategy are redefining ROI in digital campaigns
MUMBAI: As digital marketing matures, the benchmarks of success are undergoing a fundamental shift. Reach and visibility, once the primary indicators of campaign performance, are no longer sufficient in a landscape defined by fleeting attention spans and evolving consumer behaviour. Today, brands are being challenged to move beyond surface-level metrics and focus on meaningful engagement, relevance, and long-term impact. ForAkhil Nair, founder and CEO at BigTrunk Communications, this transition from visibility to value reflects a deeper change in how campaigns are conceived, executed, and measured. In this piece, Nair explores why traditional metrics fall short, how AI and integrated thinking are reshaping campaign effectiveness, and why creativity, context, and agility are essential to driving real return on investment in modern digital campaigns.
The shift from visibility to value
For a long time, digital campaigns were judged by how many people saw them. If lots of people looked at it and the numbers were good, it meant things were going well. Impressions and clicks were what mattered. Over time, that didn’t feel like enough. Just because someone sees something doesn’t mean it makes an impact. People scroll through content quickly and often do not really notice what they have just seen. This has changed how we think about campaigns today.
There has been a shift in how brands look at this. It is not just about reaching people, but also about what happens after that, whether someone stops, engages, or remembers the brand later. That is what matters more. This moves the focus from visibility to value.
Some metrics we have relied on for years do not tell the full story. A campaign can reach a large audience and still fail to create a real connection. On paper, it may look strong, but in reality, it does not do much. That is why engagement and intent have become more important, especially whether people are interacting with the content or simply scrolling past it. Even small actions, like spending a few extra seconds or clicking through, matter more.
AI is helping brands understand how people behave and interact with them. It helps brands make better decisions so they can create campaigns that truly connect with people, not just reach a large audience. AI can also predict what will be popular and help refine campaigns, which makes marketing more effective. This allows marketing teams to focus more on generating ideas. In this way, AI supports both creativity and strategy.
Why integration and context matter
Another important factor is how well everything comes together. Campaigns often fall short when strategy, media, and creative are developed separately, because that lack of alignment is noticeable. When everything is aligned from the start, the campaign feels more natural and the message comes through clearly. It also fits better within the platform where it appears.
This matters because people behave differently across platforms. The way someone watches a video is not the same as how they search or read longer content. These differences may seem minor, but they can significantly impact performance. Paying attention to context helps campaigns feel more relevant and effective.
Creativity, agility and long-term impact
There is a common assumption that performance-driven campaigns leave little room for creativity, but that is not the case. The most effective campaigns often feel simple and real. People tend to ignore anything that feels overly polished or forced. Instead, they connect with content that feels familiar and relatable, something that reflects how they think or speak.
At the same time, campaigns do not always go as planned. Audience behavior, trends, and platform dynamics can shift quickly. What works initially may stop working later. That is why it is important to continuously track performance and make adjustments. Small changes over time can improve outcomes, and campaigns that stay flexible tend to perform better.
While short-term results matter, consistency over time plays a bigger role. When a brand shows up in a relevant and consistent way, it builds familiarity. Over time, that familiarity turns into trust.
Digital marketing has evolved, and expectations have evolved with it. Visibility still matters, but it is no longer enough on its own. What truly drives impact is whether a campaign connects, leaves a lasting impression, and leads to action. Being seen is easy, but being remembered is what really counts.
