This South Asian Heritage Month, we have a wonderful opportunity to celebrate, commemorate, and educate ourselves about the rich and diverse contributions of South Asian communities to British society. The month is a tribute to the vibrant cultures, traditions, and histories that have significantly shaped our social, cultural, and economic landscape.
This year’s theme, “Free to Be Me,” is an important reminder of the beauty and strength found in simply being ourselves. It encourages us to embrace our individuality and the unique qualities that each of us brings to the table, resonating deeply with our company value – ‘We Help People Flourish’.
To raise awareness for this important month, a few of our Medialabbers have come together to share their experiences as South Asians in the media industry, to shine a light on how they feel their identities contribute to that.
Shan Uthayakumar: Analytics Engineer, Apollo
What does your South Asian background mean to you?
Being of South Asian background, especially my Sri Lankan Tamil heritage, is a big part of who I am. Growing up in northwest London, my cultural roots have always been a source of strength and pride. The rich history, vibrant traditions, and strong sense of community within the South Asian diaspora have shaped my outlook and values. It means celebrating festivals like Diwali, enjoying the rich flavours of Sri Lankan cuisine, and valuing the importance of family and community bonds. My heritage has given me resilience, a strong work ethic, and a commitment to giving back, especially through charity work, which is a big part of our culture.
How does your culture tie into working in media?
Working at Medialab Group as an Analytics Engineer in our Apollo team, my South Asian background influences how I approach my work. I aim to uphold high standards of quality and scalability, reflecting the meticulousness and dedication I learned from my heritage. Medialab Group’s support for charities resonates deeply with me, as charitable work is not only a cultural value, but also an important aspect of my religion.
What do you want people to know?
I want people to know that being British with a Sri Lankan Tamil background offers a rich blend of experiences and perspectives. Born and raised in London, I’ve always been surrounded by diverse cultures and traditions, which have greatly enriched my life. Supporting Arsenal is another passion of mine, adding to my multifaceted identity and showcasing the diverse interests that we hold. As the child of immigrant parents who fled a civil war to seek a better and safer life in the UK, I learned the importance of hard work from an early age. This generational trauma often drives us to strive for excellence in everything we do. We carry with us the resilience and determination of our parents, who sacrificed everything for the opportunities we enjoy today. We’re fortunate to live and work in such a multicultural city as London, where we celebrate a variety of cultures, ethnicities, and religions. Whether it’s Eid, Diwali, Christmas, or any other festival, the diversity around us enriches our lives and broadens our understanding. This multicultural environment fosters inclusivity and allows us to appreciate the beauty of different traditions and perspectives. Most importantly, I want to convey that our culture is not just about where we come from, but also about the values we carry forward – resilience, community, and the drive to make a positive impact in the world.
Pooja Shah: Senior Account Executive, Team CB
What does your South Asian background mean to you?
My South Asian background (Indian) is a tapestry of rich cultural diversity, deep-rooted traditions, and strong family values. Growing up, I was immersed in a world where community and family were at the heart of everything. These values have deeply shaped who I am. Living in London, a city celebrated for its cultural diversity, feels like an extension of my heritage. It’s amazing to see how different cultures coexist and thrive here, just like back home and is a reminder that while we may come from different backgrounds, we share common values and experiences.
How does your culture tie into working in media?
Working in media is all about embracing diverse perspectives, continuously learning, and keeping an open mind. My South Asian culture is inherently people-oriented, emphasising relationships and community. This background helps me bring a unique perspective to the table, fostering collaboration and understanding in our diverse workplace. The media landscape thrives on fresh ideas and varied viewpoints, and my cultural heritage equips me with a rich reservoir of experiences and insights to contribute.
What do you want people to know?
One beautiful aspect of the Indian culture is the emphasis on togetherness, especially when it comes to sharing meals. We believe in eating together as a family, which fosters a deep sense of connection and belonging. Another interesting fact is our reverence for cows, which are considered holy animals in many parts of India. This respect for life translates into a significant portion of the population being vegetarian from birth. These traditions highlight our deep respect for life, family, and community.
Deb Mitra: TV Director, Team CB
What does your South Asian background mean to you?
My background is an inherent part of me, and the culture I’ve been brought up in leans into all parts of my life – my love of food, cricket and the chaos of noisy family environments. It is the heart of my personal values and the reason that I’m trying to teach my kids Bengali, so they can feel the same associations that I do.
How does your culture tie into working in media?
For a long time at the start of my career, I was the only ethnically diverse person in my teamand I didn’t see anyone who looked like me in senior roles. At that time, I felt it was better to lean into my Britishness, rather than my diversity. I remember clearly when the Jade Goody /Shilpa Shetty incident happened on Celeb Big Brother and was being discussed in the agency. A lot of people were looking to me to be the arbiter of whether what they were saying was racist. But there is now greater recognition of Britain as a multicultural country. As media becomes more accessible to more people, the increase in diversity is improving and we’re starting to see a shift. Particularly in the understanding that diversity is not just a way of boxing people into categories and there is a lot more nuance in how these groups feel.
What do you want people to know?
Identities are not mutually exclusive. You can be 100% British and 100% Indian, without having to compromise how you feel and who you are. If you’re using diversity to pigeonhole people, you are doing them and yourself a disservice.
Anannya Kumarvel: Support Analyst, Apollo
What does your South Asian background mean to you?
In short: valuing the different languages, music and food – not necessarily in that order! I think the South Asian experience (and indeed being from any ethnic minority) involves continually navigating and maintaining a delicate balance between preserving cultural traditions/heritage and adopting the British lifestyle. I recognise the privilege I have being from this background; being first generation also means I am very fortunate to have tangible role models who can demonstrate the importance of hard work and seizing the opportunities presented to me at every turn.
How does your culture tie into working in media?
As we’re under-represented within this field; I find that explaining our role in the broader context of “marketing” can be challenging for those outside our field. It’s often difficult to convey what we do and why it’s important. Even we are still figuring it out as the opportunities to apply our skills are incredibly diverse with new things to try all the time, so our roles and responsibilities are ever evolving! There is at times, an element or illusion of tokenism that has a part to play within our roles in the industry; so, it sometimes leads to such initiatives not being authentically represented. It’s always reassuring to come across a company such as Medialab where employees are regarded on our merits, while also providing the space to belong and be ourselves.
What do you want people to know?
I want people to know it’s okay to ask questions! Curiosity is encouraged, there’s very little to lose and all to gain from this! –We’re constantly learning and adapting to build an open and inclusive environment, where everyone at Medialab feels they can bring their true self to work, and we’re proud that our Medialabbers continue to drive this mission forward. Happy South Asian Heritage month!
