Excellent creative thinking is at the heart of every iconic company that endures throughout the years. Their originality is what helps them stand out from the crowd and grab people's attention. By directing, owning, and nurturing idea generation and execution in a manner that reinforces consumer perception over the whole customer journey and the brand's lifecycle, creative direction helps to grow brands and link them to their audiences. That's why businesses need to employ creative directors like Mahima Singh, who can steer content production in the right direction and ensure that the brand's marketing efforts always reflect the company's vision.

Mahima Singh, the brains behind Chaayos's creative marketing, has a background in design firms. Those engagements allowed her to gain experience with a wide range of companies, including Pepsi, make my trip, Krispy Kreme, Airtel, Good Year, and many more. Offering Mahima, a fantastic educational opportunity to get insight into the inner workings of many companies. Something that resonates with one company's audience but not with another is a testament to the diversity of user experience and the importance each brand places on its customers. It was because of this experience that Mahima was able to deliver engaging tales.

Engaging in an exclusive interaction with Women Entrepreneur magazine, Mahima Singh spoke about her professional journey so far.

What are some important features of your expertise as a creative designer?

An important skill for a creative designer to have been the ability to convey the brand's narrative and concepts in a way that strikes an emotional chord with the target audience. An answer may not immediately present itself; rather, it may emerge as part of a series of steps. Developing an idea on many levels and exploring several routes to its conclusion takes time and patience. A passion for art or an interest in observation is necessary for success in design. We need to go deeper, investigating both the finer points and the bigger picture. Be an excellent storyteller, since this is what will help your audience remember and relate to your designs and creatives.

Tell us about the different responsibilities you shoulder as the Creative Director of Chaayos. What are your primary focus areas in your current role?

Throughout my experience, I've realized that no one person or organization can be the greatest at everything. Instead, success depends on surrounding oneself with the right people and relying on them to help you succeed. Professionals who also know how to work together effectively as a unit. We need to pool our resources to create something remarkable. If you make an honest attempt to get to know your team members and build rapport with them, you'll be able to provide them with chances that will motivate and inspire them.

"The creators of chaayos recognized me as a 'young leader' & that recognition encouraged me to continue making a positive difference for as long as i can"

I am involved at every stage of the process, from drafting the initial requirement to researching potential creative solutions and design directions to producing the final digital or printed product. As part of my job as a brand protector, I come up with innovative approaches to solving problems by learning more about our target demographic and the challenges they face. Working with interdisciplinary groups is a key part of my role, as is coordinating with them to ensure optimal output. To ensure the long-term health of our brand and our audience, I need to go outside the confines of my Key Results Areas.

In your opinion, what are some of the most significant milestones that you have achieved throughout your professional journey? What has been the driving force behind your success as a professional?

One is being put in a position of ownership, where I can have input on key decisions and plans, as well as full responsibility for the job I perform now. What began as a means to produce social posts after driving and taking over the whole brand from concept to delivery of ideas has evolved into something far more.

The creators of Chaayos recognized me as a 'Young leader', and that recognition encouraged me to continue making a positive difference for as long as I can. When I'm creating art, I always feel the need to experiment and attempt something new. As a result of doing what I like, I've been able to achieve a great deal of success. I also realized there is no easy way out and no shortcuts. Take a stand for your passions and don't give up. One day, you'll succeed. You shouldn't resort to dishonest methods only to improve your chances of winning.

Drawing from your experience as a business leader, what would your advice be to young women and girls who also aspire to become business leaders and entrepreneurs in the future?

As a first step, you should be completely forthright with yourself and ask, 'What do I want?' Rather than seeing difficulties as obstacles, look at them as steps toward personal development. In my experience, the most exciting and fruitful endeavours have been those where I was unable to follow a direct route from beginning to conclusion.

Remembering that you, too, were once a frightened, inexperienced person is a great way to maintain your modesty after you've achieved success. Don't worry if you mess up sometimes, take the lesson to heart and perform better next time. It's OK to consider other people's opinions and even take their advice into account while making decisions, but remember that your route does not have to coincide with theirs.

Mahima Singh, Creative Director, Chaayos

Mahima completed her Bachelor of Fine Arts degree from Mahatma Gandhi Kashi Vidhyapith. In 2014, she began her professional journey with Frogwalksout Technologies and fulcro where Mahima worked with various prominent companies like Pepsi, make my trip, Krispy Kreme, Airtel, Good year, and many more.