As part of an ongoing series highlighting young talent in the industry, Branding in Asia presents “One Under 30” – a special feature that focuses on up-and-comers in the ad & marketing world – one person at a time.
This time we talk to Sidra Aidrus, Sr. Manager Planning & Account Lead Mondelez at Starcom Pakistan.
Over the course of our conversation, she talks about how she got her first break in the industry, what she loves about the job, what she’s not so crazy about, some of her favorite campaign work, and more.
The Basics
Name: Sidra Aidrus
Age: 28
Company: Starcom Pakistan
Position: Sr. Manager Planning & Account Lead Mondelez
Hometown: Karachi
Current Location: Karachi
Education: Institute of business Management – BBA (H)
Seven Questions
How did you get your first break in the industry?
Despite my academic achievements and being shortlisted for positions at multinational corporations, my initial job search was a challenging one. The disappointment of being overlooked in favor of candidates with stronger references was disheartening. However, I believe that everything happens for a reason. A friend’s recommendation led to a breakthrough opportunity at Digitz Digitas, which proved to be a pivotal moment in my career trajectory.
What is your personal mantra?
“I am more than my thoughts.”
Considering that I do a lot of negative self-talk, I am trying to embrace the power of positive affirmations and practice mindfulness. Let’s see if I can succeed.
From what person, place or thing have you drawn your greatest creative inspiration?
Hmm, I’ve never really thought about this, but honestly, I’m a big fan of the cool stuff happening in the Indian market. Like those creative campaigns for Mondelez (remember SRK?) or Zomato—they always come up with such innovative ideas.
On a different note, I’m a sucker for shows, and there’s something about Mike from Suits. Not that he’s a creative genius, but the way he handles situations with such positivity just gets me every time.
What do you love about the job?
I love several aspects of my job but the autonomy and control it grants me to navigate through diverse tasks, is truly an empowering experience. The supportive and collaborative environment not only cultivates a pleasant workplace but also nurtures creativity and innovation, fostering a sense of camaraderie and shared purpose.
Contributing to impactful projects for various brands allows me to leverage my skills and knowledge, keeping me engaged, motivated, and excited about the work I do.
What about your job are you not so crazy about?
It’s quite the ironic twist that we proudly preach work-life balance and healthy living, while our own working conditions are the complete antithesis of the notion. It seems like our agency has a case of ‘work-life imbalance’ rather than ‘balance.
What is some work you’ve done that you’re most proud of?
I have worked on multiple projects across diverse brands but below are a few campaigns that I loved working on:
Sensodyne – Hassas Rishtay: Focused on how relationships are sensitive and needs to be handled with love & care just like you need to take care of your oral health.
VELO & VELO Sound Station: Establishing the brand from 0 awareness to where it stands was truly an amazing experience for my learning as well as career growth. A pivotal role to where I am in my career now.
Cadbury CWC’23 – Get In The Game: Sports is not just about playing; it is also about the support from those who believe in you and have your back. That’s why Cadbury Pakistan partnered with the Pakistan Cricket Board and Khelo Kricket to empower female cricket enthusiasts to get in the game and inspire them to keep playing. Girls from Karachi, Lahore, and Islamabad/Rawalpindi can apply for the Cadbury Cricket Scholarship. 50 selected girls will receive fully funded scholarships to refine their cricket skills and have the opportunity to meet and train with the current stars of Pakistan’s Women’s Cricket Team.
If you had to choose another career what would it be?
I’ve always been drawn to the heartwarming moments of celebrating new life and witnessing the joy of parenthood. If I could pursue an alternate career path, I would aspire to be a gynecologist, playing a pivotal role in bringing new beginnings into the world.
While personal circumstances prevented me from pursuing a fashion degree, my passion for style and design remains undimmed. I aspire to channel my creative energy into launching my own apparel brand, empowering individuals to express their unique selves through fashion.
