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 ‘I have worked with big brands like Boat, Nivea’

Mrinalini Dogra, AIMC alumnus says the creative industry doesn’t have a clock. One has to adjust to working round the clock



Mrinalini Dogra is the senior account management associate at Freeskout Pvt Ltd. She is an Apeejay Institute of Mass Communications (AIMC) alumnus, who pursued  a post graduate diploma in Advertising and Marketing Communications (batch of 2022).

In a brief interview, the marketing mentalist mentions the competitive demands of the industry and how one has to upskill oneself constantly to grow and flow along the tide. Edited excerpts:

What does a day at work look like?

I travel to work every day. I joined this company six months ago. Initially, my work involved coordinating with the influencers. I had to also see the campaign management and discuss the creative concepts with them. 

Two months ago, I was promoted to my current designation. I have now worked with  many brands. I am responsible for getting the renewals with the brands. I have worked with big brands like Boat, Nivea among others so far.  

What inspired you to go into this field of work?

Honestly, I was always very keen about marketing. Though, I have done my graduation in Pol Sc Hon from Maitreyi College in Delhi University, which was a totally different field from what I am doing right now. But in AIMC, I got a perspective of what I wanted to do in my professional sphere. I explored what account management was in AIMC, and it was there that I found that I am very good at it and should give this a chance in my career.

Best memories from your AIMC days?

The best part at AIMC was that we got a lot of practical knowledge. We worked on the ground and spoke to people who were in huge agencies such as Ogilvy among other places. 

I feel there is a lot of industry knowledge at AIMC  and they truly make you industry ready.  Doing those tedious assignments was a very hectic task back then but now I can handle work pressure because of that training

Career plan for the next five years?

I don’t like planning for the future because I don’t know where I am heading to. But I want to be in this field, doing some great work.

Your dream Advertising firm?

Oglivy. I want to be there someday.

One piece of advice for current students at AIMC?

Do not bunk your classes. Even if you feel that the lecture won’t matter, it still matters. My attendance was 98.3, I was the first bencher at AIMC (laughs)

 Try to get maximum from that 1 year. It won’t come back

One lesson you’ve learned from your work-ex so far?

This industry doesn’t have a clock. It doesn’t work 9-5. Prof Pijush at AIMC had told us the same and now we are seeing it for ourselves. It’s all about churning out content and making marketing campaigns 24/7. 

Arijit Roy is a young correspondent at Apeejay Newsroom. He has done his masters in English literature from Delhi University and has a book of poems published by Writers Workshop India. He can be reached at [email protected]

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