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Programmatic Advertising: Students learn how to blend creativity and technology in the new marketing era

First-year students thoroughly enjoyed an insightful discussion at their orientation at Apeejay Institute of Mass Communication



Apeejay Institute of Mass Communication (AIMC) began its orientation week for first-year students with engaging lectures by industry experts. Among several other eminent guests, Mr Rajiv Khurrana, co-founder, Upswiit, interacted with the new students on the final day of the programme.

One of the leading advertising and marketing professionals with more than two decades of work experience, Mr Khurrana introduced the students to Programmatic Advertising or the automated process of purchasing and dynamically placing ads on websites and apps. Creativity and technology, when combined, can do wonders. Students thoroughly enjoyed an insightful discussion on Programmatic Advertising, a crucial concept that ropes in planning, creativity, analytics as well as technology.

In the session, Mr Khurrana emphasised the concept of Ikigai and how combining talent and passion could develop students into impactful professionals. It was a highly interactive session evident from the several questions students asked the expert.

“The session was very insightful and informative from an outsider’s perspective. The speaker shared his experience and an overview of Programmatic Advertising which helped me understand this vast area of marketing to a great extent,” stated Ravi, a first-year student of Corporate Communications and Event Management (CCEM).

Added Arushi from Advertising and Marketing Communication (ADMC), “As someone who started her career in Advertising and Marketing, I would say this was a golden opportunity to learn from such an experienced professional. Mr Khurana was so good at explaining and giving all the information about advertising, especially programmatic advertising which is something new to all of us. I really appreciate the efforts he made for us.”

“We learned about brand management in the world of artificial intelligence (AI) where the product reaches its target audience based on their search engine history, social media activities, emails, etc,” said Pooja, another student from the same course.

Disha Roy Choudhury is a Principal Correspondent at Apeejay Newsroom. She has worked as a journalist at different media organisations. She is also passionate about music and has participated in reality shows.