Offbeat: Why Babita Baruah wanted to be like Pippy Longstocking

In our constant endeavour to give our readers content that is a little ‘hatke’ from the trade media norm, Adgully has been coming out with Special sections like The W-Suite, Ad Land’s Young Guns, Spirit W and more. Our latest offering is ‘Offbeat’. 

Our weekly series ‘Offbeat’ seeks to present the lesser known facets of our very well-known industry leaders. We present, in the industry leaders’ own words, an interesting read on areas that are not usually highlighted in regular media coverage – be it about their childhood days, secret skills that they possess, how they unwind from their hectic schedules, and much more. 

Babita Baruah, Managing Partner at WPP’s Global Team Blue, needs no introduction. Prior to this assignment, she had been with JWT for 20 years and in her last position there, was entrusted with independent charge of JWT’s business unit – Power of One (PO1) – that handles a large number of PepsiCo’s flagship brands. 

Along with handling her formidable portfolio of clients, Baruah is also actively engaged in mentoring students and women at work, speaking in industry forums, and pushing for greater diversity in the industry. 

Read on to get to know more about the lesser known side of a successful business leader and women’s rights proponent... 

How were you as a child and which childhood trait do you still possess?
I remember living two lives as a child. One, the real world. The other, and the one I loved, was the world of imaginary friends, fairies, characters from my favourite books. It is in this world that I liked spending more time. 

I still like to imagine that such a world exists. 

Which superhero did you look up to as a kid and why? Which superhero power you wish you possessed?
I did not look up to a superhero. But I did have a character in a book I loved. Pippy Longstocking. She lived alone in a house with a horse, and was very brave. She was so strong that she could lift her horse with a single hand. 

I wanted to be like her. 

What is your biggest fear and how do you face it?
My biggest fear is losing what I love. I have lost some down the years and I face it with the confidence that loved ones never go away. 

A skill you possess that no one knows about?
Now that’s a secret! 

What would one find in your playlist?
Bobby Darin’s ‘Dream Lover’. 

Your go-to activity to relax?
Read. And read. 

What is the greatest lesson that you have learnt from life so far?
That life begins where fear ends. 

A social cause that you are most passionate about?
Diversity, especially women at work. Mentoring and encouraging women to come back or join the workplace. I have a Facebook page called “Gutsy mums at work”, which is still not what I would like it to be, but a small attempt to share. I have initiated things like “She Hour” and “She Time” at work, to encourage the women to network, to express. I am trying to work out special programmes for female interns, returnship, etc. 

What’s the one thing you would like to change about yourself?
The constant urge to be in action mode. 

If not Managing Partner, GTB India, what would you have been?
I felt being a Country Head was a very good career transition for me, after my 20 years of experience in the industry and with J Walter Thompson, and therefore, the current role as Managing Partner, WPP GTB India. 

I like to put it as roles that allow me to influence and create an impact.