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‘Content reinvigorates the act of communication,’ says Marcom specialist 

Apeejay alumna Deepika Dhawan emphasises how content gives a shape, personality, emotion and life to the whole process of communication



Deepika Dhawan, an alumna of Apeejay, has been a communication scholar and practitioner for 11 years. Marcom (Marketing Communications) and Research have always been her prime areas of interests and that have brought her to where she is today. Currently, the communication expert is working as Creative Services Manager at Shobiz Experiential Communications Pvt Ltd. In addition to this, she is also pursuing her PhD in Mass Communication. The Apeejay alumna highlights, “I have a mix of creative and analytical traits, and knowledge is what drives me.” In this interview, Deepika talks 

Why did you decide to pursue this career? What inspires you?

The human perspective of all brand communication inspires me. How a consumer is always kept at the centre of all business decision-making, is something that has infinite length, breadth and depth. And if brand experiences can be made sensory and interactive in nature, then it reaches the pinnacle of innovation in Marcom.

People in creative professions sometimes suffer from the inability to innovate. How does one cope with such a situation?

Creativity in a niche sense is something that is innate. Coping through a block is very personal and everyone has their own way of handling it. For me, simple things like taking a nature walk, eating comfort food, having a good night’s sleep, talking to a loved one or just listening to music helps. Also, doing general web search is also a very important tactic that helps manifest ideas into workable solutions. 

Also Read: How do you make engaging video content? Here are some tips

 Do you think content is the most important component for communication? Why so?

No, I don’t think content is the most important component. The medium, the timing, the source and the receiver, are all equally important. But communication cannot exist without content. Content reinvigorates the act of communication. It gives a shape, personality, emotion and life to the whole process.

Quick tips for aspirants wishing to work in a creative field

–          Learn to write: There are innumerable ways of writing. Never shy away from reading and watching all kinds of content, and getting into the murky waters of vocabulary and grammar. Always remember, writing is primary in this domain. If you can’t write, you’ve lost half the opportunity already.

–          Learn to research: With so many tools of research and analytics available online, it is easier than ever before. Be an avid searcher. Get to the bottom of stuff. Be sticky.

–          Learn to think: Innovation and creativity are not taught in books and Netflix. They are done within yourself. Text, image, product are all manifestations of someone’s creativity. Spend time inside your head, be comfortable in it. Create a world inside that you can enjoy. The rest is easy. Innovation comes easy, only to those who think. Thinking is Everything.

 Your learnings from Apeejay.

Apeejay has been a tremendously nurturing place to be. I am an alumna of AIMC Dwarka and SJMC, Apeejay Stya University, Sohna Road, Gurgaon. Both the campuses have strong faculty mentorship and ample opportunities to learn, grow and shine. While the world preaches ‘Nobody should be left behind.’ Apeejay actually practices it. Without a doubt, the faculty has played a very important role in forming my career and I’ll always be grateful to them.  

Harshita is Assistant Editor at Apeejay newsroom. With experience in both the Media and Public Relations (PR) world, she has worked with Careers360, India Today and Value360 Communications. A learner by nature, she is a foodie, traveller and believes in having a healthy work-life balance.

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