‘Every campaign has the power to influence consumer behaviour and create a real business impact’

Driven by a passion for understanding consumer behaviour and building impactful brand stories, Muskan Agarwal transformed her interest in advertising into a promising career after completing her PG Diploma in Advertising and Marketing Communication from Apeejay Institute of Mass Communication (AIMC). With professional experience at leading agencies such as VML and Dare Network, she credits AIMC’s industry-oriented curriculum, practical learning, and faculty mentorship for shaping her strategic thinking, creativity, and communication skills. In this interview, she reflects on her journey and shares valuable advice for aspiring advertising professionals. 

Why did you decide to pursue a career in advertising? What is the best part you like about this field? 

I’ve always believed that advertising is where creativity meets business. I didn’t want a career where every day looked the same. Advertising allows me to solve a variety of business problems every single day. One day you could be working on an FMCG brand, the next on fashion, alco-bev, or F&B. The best part about this field is that every campaign has the power to influence consumer behaviour and create a real business impact. It’s exciting to see an idea that started as a discussion in a meeting room eventually become something people watch, share, and remember. For me, advertising isn’t just about making good-looking ads; it’s about understanding consumers and building meaningful brand stories. 

How did AIMC and the faculty train you for your professional journey? 

One thing I genuinely appreciated about AIMC was that it focused on practical learning alongside academics. Our faculty encouraged us to think strategically rather than simply memorising concepts. Through presentations, campaign planning, market research, internships, and classroom discussions, we learned how to approach real communication challenges. The professors were approachable and always encouraged feedback, which helped improve both my confidence and communication skills. If I get a chance, I would love to be in the classroom again. More importantly, AIMC taught me how to work in teams, meet deadlines, present ideas confidently, and think from a brand’s perspective, skills that have helped me immensely in the agency environment. 

What skills do you think are most important to be part of the advertising field? 

I think advertising requires a balance of both creative and analytical skills. The most important skill is curiosity because consumer behaviour keeps changing, and you need to constantly learn. Communication is equally important since you’re working with clients, creative teams, media planners, and strategists every day. Apart from that, strategic thinking, problem-solving, adaptability, teamwork, time management, and the ability to accept feedback are essential. If you’re in your second semester, I highly recommend connecting with Prof. Somraj Bhattacharya Sir. He has great insights into AI and Performance Marketing, two areas that are rapidly transforming the advertising industry. Fun fact: Performance Marketing is one of the fastest-growing specialisations right now, making it a great skill to start exploring early. Lastly, I believe empathy is underrated in advertising. The better you understand people, the better campaigns you create.

How important do you think participating in college activities is? How does that nurture you? 

I think college activities are just as important as academics because they prepare you for situations you won’t find in textbooks. From Brand Culture Gully to Media Chaupal each activity stays with you. Whether it’s organising events, participating in competitions, leading a team, or presenting in front of an audience, these experiences help build confidence, leadership, teamwork, and problem-solving skills. Personally, participating in various academic projects and collaborative activities helped me become more comfortable presenting ideas, working under pressure, and managing multiple responsibilities, skills that are extremely valuable in the advertising industry. 

What are your future aspirations? 

My immediate goal is to become a well-rounded brand personnel who understands both creativity and business. Over the next few years, I want to lead integrated campaigns and contribute to work that creates measurable business impact. In the long run, I aspire to grow into a leadership role (brand side) where I can build strong relationships and help create campaigns that are remembered not just for winning awards but for solving real business problems. Most importantly, I want to continue learning because marketing evolves every day, and staying curious keeps you relevant in this industry.