Javed Husain is the Founder and Director of Mediareach Advertising Ltd, a full-service advertising agency specializing in multicultural and ethnic marketing. With over 36 years of experience in the industry, Javed has established himself as an expert in marketing to diverse audiences.
Speaking to Asian Voice on the eve of King Charles’ coronation he said: “I believe that with the coronation of King Charles the nation is entering a new phase in embracing diversity.
"As someone who came to Britain in 1984, I can see first-hand how far this country has come in embracing multiculturalism. Ethnic minorities have also imbibed a lot from the British during these years. Growing up in Lucknow, India, I was exposed to multicultural and multi-faith communities which taught me the importance of celebrating diversity and respecting other cultures. I believe we must continue to make positive strides towards a more just and equal society for all.”
Javed was born in the Nawabi city of Lucknow, India, into a family of entrepreneurs. He received his early education at La Martiniere College and went on to earn a BA in Business from Christian College. He later received a post-graduate degree in advertising from Watford College, Hertfordshire.
A fifth generation Syed with ancestors from Iraq and Iran, Javed’s formative years in India shaped his views on diversity and inclusion. One of Javed's fond memories of celebrating cultural and multi-faith traditions during his early days is sharing his special Eid meals with friends from other faiths. He recalls: “I shared my Lucknow Biryani, Murg Musallam, Sheermal, and kebabs with them. In turn, I looked forward to their vegetarian delights during Diwali and Holi.”
Javed recalls fondly his own family’s role in raising funds for a Bhairav Mandir in Lucknow, India. He says: “Initially it was the Nawab’s of Lucknow who played an active role. After that my father took over the responsibility of raising funds for the annual prayer service of the temple. After my father’s demise my brother continued the tradition. That was my family’s role in nurturing communal harmony in the community.
“This upbringing taught me the importance of diversity and inclusion at an early age. I learned to appreciate and respect people from different backgrounds and to celebrate our differences. This experience has stayed with me throughout my life and has constantly informed my work in promoting diversity and inclusion at Mediareach.
“I firmly believe that by embracing diversity and inclusion, we can create a more vibrant and dynamic society where everyone can thrive.”
Advertising journey
Javed co-founded Mediareach Advertising in the late 80s, bringing together key skills to become the first full-service advertising agency targeting ethnic markets. He was instrumental in raising awareness of the potential that the then untapped ethnic markets in the UK offered to mainstream brands. He has created bespoke campaigns and has won several awards earning him the title ‘Godfather of multicultural media in the UK and Europe’.
A passionate speaker and sought after media consultant, Javed has helped brands to adapt to the changing face of Europe, as diversity became a mandatory requirement for many brands and organizations. He was a strategic advisor on multiculturalism to the London 2012 Olympics committee, GLA and the UK government.
Regarding advertising and marketing communications, Javed feels that very often brands follow a broad-brush approach when it comes to targeting diverse communities. He bemoans, “In the name of diversity advertising messages are created with a sprinkling of people of colour in them but there’s no real insight into creating them. There is no holistic understanding of who the real customer is. As a result, brands do not cater to the real target audience. There is a mismatch between brands and end users.”
