The first edition of the Cannes Lions International Festival of Creativity's 'See It Be It' was hosted in Mumbai on 14 November by Manifest and Indian Creative Women. The event opened with a keynote, ‘bringing your own seat to the table’ by Tista Sen, founder, Tista Thinks.

Reflecting on the cultural conditioning that women grow up with, she voiced, “When I stand back and think of everything, I keep wondering what happened to being successful, worthy, and valued. Rich is great, but I want to be successful and heard. We need to be bold and radical, because in an industry where women are a mere fraction, we really need more of us."

Sen urged women to stop waiting to be seen and put themselves at the centre of their journey. “We have made work the centre of our life. Put yourself in the centre now because it’s really about you. You have to be the one who pushes and elbows because staying behind is being left behind. Don’t listen to your bosses when they say you will catch up next year,  because it doesn’t happen. Catch-up never happens. You need to ask for it and you need to push your way through now,” she explained.

Reminding women of the power that helps them push through, she stated, “Your voice is your elbow and karate move. Nobody is gonna teach you how to speak or how to shout. Your voice is the most powerful weapon in the room. You pour your voice into your work and don’t even realise how much of your voice is in your work. Use it. Unmute yourself. Don’t be silent.”

Encouraging women to embrace the art of negotiation at their workplace, she mentioned, “I want haggling to be a part of our game. If you are expecting a 20% raise and you open the letter and it’s 30%, still haggle. Don’t settle for what has been given to you. The HR is your bhajiwala, (vegetable vendor), and you have to bargain with him. That’s the rule.”

Building on her message of self-worth and visibility, Sen delved into the idea of belonging and the spaces women occupy in the industry. “You belong in corridors of power. You belong in places where angels fear to tread. You belong everywhere where there are few women because you’re going to make that difference. You belong where you really feel safe and are valued. As a woman in the industry, you belong wherever the hell you want to be,” she noted.

Emphasising the importance of sisterhood and solidarity, Sen mentioned, “If you haven’t shed tears with another woman in your office restroom, then have you even created your people? Build your own table and create it with people - take them along the way as they all add to the little parts of your table.”

She called women to step into leadership roles without hesitation. “Don’t wait to grab your seat. In an industry where you are against a tsunami of everything that is not female, not about leadership and creativity, you are trying to push back. The tsunamis may engulf you, but learn to ride them.”

On a concluding note, Sen highlighted, “Leadership does not know gender, and a creative director doesn’t come with a gender. That’s why I want you all to change the way you think and the way we are. It’s going to be a long time. We will not be talking about female leaders, but we will be talking about just effing good leaders because that’s what we’re going to be.”