Culture is strategy

Sheba Nandkeolyar talks about her journey from a migrant to an Australian business leader, the future of diaspora/multicultural marketing, bilateral business opportunities and the power of cultural intelligence in business ... .in conversation with Mukul Varma.

- Sheba Nandkeolyar

Sheba Nandkeolyar is a force in Australia’s business, bilateral, and cultural landscape. As the Founder and CEO of MultiConnexions Group, Australia’s leading multicultural, international, and diaspora marketing agency, she has helped shape how brands and the government connect with diverse audiences. Her career spans leadership roles at McCann, Ogilvy, and Interpublic Group, as well as key positions on boards across government, corporate, and community sectors. She was the first woman to be appointed the National Chair of the Australia India Business Council (AIBC), founded its Women in Business Chapter, is the Chair of the DE&I Council and Global VP of the International Advertising Association (IAA) and IAA Australia President.

Q.You migrated to Australia in 2000. What was the defining moment that set you on the path to becoming one of the country’s most respected voices in multicultural strategy?

A.Thank you, Mukul, for your kind words. I’ve always been passionate about culture and a believer in multiculturalism. But with Australia’s incredible diversity and strong growth in the overseas-born population kicking off, our future audiences and the future of marketing was evident to me. Cultural insight was not just a nice-to-have — it was a business imperative. When I arrived, I noticed a gap between how brands communicate and how diverse audiences actually thought, felt, and behaved. That gap was also an opportunity. In this context, the seed of MultiConnexions sprang to life. I am grateful for the trust earned from clients, communities, and a team that believed in inclusive storytelling.

Q. You’ve redefined how brands engage with Australia’s culturally diverse population. What’s your core marketing philosophy?