South Asian Heritage Month (SAHM) was marked by Medialab as our flagship Roots Community event of 2025. Medialab’s Communities are employee-led ERGs who come together based on shared characteristics or life experiences to provide support, enhance career development and contribute to our culture of diversity. This month was a time to truly honour the rich histories, identities and contributions of South Asian communities across the UK. Under the theme “Roots to Routes,” we hosted a panel discussion featuring award winning journalist, author and competitive powerlifter Poorna Bell, expertly moderated by our own Shobithaa Sritharan. Here are the key insights that were shared:
1. Shifting the Narrative
Shobi started off by asking Poorna what SAHM means to her. Poorna emphasised that SAHM isn’t about “teaching” cultural nuances such as colourism to outsiders but about showcasing the breadth of South Asian creativity. It’s essentially about showing you everything, what the culture truly has to offer and celebrating the community’s vibrancy without reducing it to stereotype.
2. Representation & Belonging in Media
Reflecting on her early newsroom days, Poorna spoke of the “pinch points” when appraisal panels and promotion discussions lacked any senior leaders who looked like her. She credited her parents’ belief in her potential for giving her the confidence to persist and excel, even when the corporate culture didn’t always feel welcoming.
3. Allyship in Action
Poorna emphasised that true allyship isn’t about reacting when things go wrong, but about proactively sponsoring under‑represented colleagues. She urged allies to genuinely champion South Asian teammates by putting their names forward for high‑visibility projects, making sure they’re included in leadership meetings, and speaking up in private conversations – whether in corridor chats or appraisal discussions and to ensure their contributions are recognised fairly. According to Poorna, it’s this behind‑the‑scenes advocacy that can ultimately make or break someone’s career trajectory
4. Sport as Empowerment
As the least active demographic in UK sport, South Asian women face cultural and practical barriers – from academic pressures to restrictive PE kit rules. Poorna’s journey into powerlifting, jiu‑jitsu and wrestling in her 40s transformed her confidence, resilience and sense of agency, proving it’s never too late to reclaim space in traditionally exclusive arenas.
5. Authentic Brand Collaborations
Brands too often slot diverse talent into one size fits all campaigns. Be organic in campaigns as people can tell when companies are being diverse just to tick a box. Poorna referenced a brand she worked with – Sweaty Betty and how the billboard campaign featured women of colour who were also in their 40s, showcasing true representation. Other authentic campaigns she praised included an Elf Cosmetics one that had a non-binary South Asian model. Poorna also gave a word of advice for any marketer out there, that if you are in a brainstorm session, outsource some of that creative process to the community you are trying to include in your campaign.
Overall, the discussion reminded us that true inclusion and authentic representation require ongoing effort, not just occasional gestures. By intentionally championing diverse voices in our projects, highlighting hidden talents in every meeting, and holding ourselves and each other to high standards of equity, we can embed these insights into our everyday practice and carry their impact well beyond a single event.
