Lalita is a powerhouse, thought leader and a leading voice in Advertising and Journalism. She is the recipient of the prestigious Campaign Female Frontier Award '19 for her continuous contribution in this field. With D&AD Shifters Speaker '19, Industry Hero at Miami Ad School '15, '17, '18, Cannes Young Lions Academy '14, etc, her list of accomplishments go on. She lives in New York and has been in the states since last 10 years. A Kick-ass Copywriter, Journalist, awesome Chef, Podcast guest and she also moonlights as a stand-up comic. Originally from Mumbai, Lalita moved to USA after finishing her Bachelor in Mass Media. She has donned a lot of hats and is living the American dream with an Indian heart.
Before COVID-19
Q: We would love to know you and your journey so far.
L: Lalita is a senior advertising writer and journalist based in New York City. She grew up in Mumbai and moved across continents 10 years ago, fueled with curiosity. That same curiosity has her questioning colleagues, seniors and her 5 year old cat. When she’s not asking questions or crafting advertising copy, she’s found at music concerts, buried in libraries or cooking up culinary storms in her Brooklyn apartment.
Q: What is your profession? What do you do for feeding your kitchen and your soul? These two may be different as well. You can give us how you spend your typical day if that’s more suitable to your profession.
L: I love to cook up advertising stories and culinary storms. Passionate foodie, I write a blog documenting my recipes https://butternani.com and you can find my advertising work here: http://www.lalitalaxmi.com.
Q: We would love to know how you came to be who you are now. What were the most important turning points in your childhood that made you YOU?
L: At age 17 I interned at an advertising agency in Mumbai. I unexpectedly wrote my first published print campaign for Bombay Stock Exchange. That is when my career began. Another tipping point came when I was determined to move to Miami (to attend Miami Advertising School). I had traveled through Europe but I'd never been to the United States. I have lived and worked in 4 different American cities. Living and learning alone has shaped a giant part of my becoming.
Q: Before COVID lockdown what was the first thing on your mind to do in your business/life? What move you wanted to make to grow? This includes short term goals.
L: I decided to invest time in my blog and to things that bring me immense joy—food.
Q: What was your 3-5 year plan before COVID? We would like to know your long term goals before this unexpected phenomenon.
L: I'm happy to report that COVID hasn't hindered my long-term plans. My dreams and ambitions are intact and staying indoors hasn't impacted them at all.
Q: Among the people you have worked with who do you admire and why? Past and present people included.
L: 1. Cindy Gallop-- For changing the world 2. Kendra Jones-- As a fellow writer and woman of color, her words and advice have made me better at my job and life.
Q: Any experience with best and the worst bosses/employees? Any story? Don't worry! We'll change the names of those individuals! ;)
L: Many! Our business of advertising is filled with negative bosses. I teach a night class at the advertising college I graduated from and keep stressing on the importance of being a good collaborator.
Q: What new culture you wanted to bring to the profession you are working in? (before COVID-19 of course!)
L: Transparency, open-mindedness and undying passion for the product.
After COVID-19
Q: How are you holding up the fort of your home and your profession in these trying times? How are you entertaining yourself if you have more free time on your hand now?
L: I do not have more free time. Work is intense and so is home. Whatever time I carve out for myself is spent reading and writing (for me).
Q: What changes are you experiencing in your job? What changes you had to make in your working style?
L: WFH has taught my organization a different kind of collaboration. We're more empathetic to each other's needs.
Q: Everyone is talking about how this virus is going to permanently change the way we live now. What do you think will be the biggest change after this Pandemic situation is over?
L: Getting the economy back on its feet. I doubt places like New York City will ever be the same again. A new different is coming. And I'm excited to witness the change.
Q: Do you think this will affect area/industry you are working in? If yes, why and on what scale? If no, why not?
L: Economically maybe. The scale might be immense too, but humans are adaptable. We'll be back to doing what we do in 2 years.
Q: Some of us are optimistic that this is just a small bump in our progress story and won't majorly affect how we lived. Do you agree? Do you think we can get back to where we left before this pandemic?
L: I agree. I'm optimistic. Newton discovered gravity while cooped up in his home cave during the plague. Immense innovation will come from this time.
Q: If a kid walked up to asking for your advice for starting his/her venture and you only had a few minutes to give them your best tip, what would it be? Considering the pandemic.
L: Be fearless. The younger you are the more possible that is. And I will take his/her advice too :)
Q: Which direction you think that we all - as a world - responsibly need to act and think? You can say in whichever sense you feel is most important.
L: I'd like the collaboration to continue!
Q: Do you think you need to re-modify the bucketlist? Why and how?
L: My bucket list is private :)
Q: We should not ignore the silver linings that you noticed in this scare. After all, hope is what makes the world go round. What positive thing you experienced during this pandemic?
L: Empathy from co-workers. Creativity during isolation. Better time-management.
Q: Do you think you and the world need to set new milestones? Will sustainability and earth-friendly business practices be an important factor now? How will you ensure you fit in this new picture in your respective profession?
L: Sustainability has been on my mind for the past year. I'm taking active steps in reducing my footprint. From recycling to public transportation, I hope to continue to do the same.
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