‘This institute provided me with practical knowledge’

Transitioning from working in the medical industry to entering Advertising and Digital Media can be a daunting one. But this is a journey that the alumnus of Apeejay Institute of Mass Communication embarked upon and came out with flying colours. Meet Rahul Gupta, who is at present, serving as an Experiential Marketer (Executive level) in Communique. With keen observational skills, he has been able to craft unique blueprints for his clients. Notably, he played a pivotal role in the successful campaigns.

In a candid interview, he reminisces about his college days at the Apeejay Institute of Mass Communication (AIMC) and how the institute helped him succeed.

Tell us about you and your work.

I transitioned my career from the medical industry to a different career path after coming across an advertisement for AIMC. Taking a chance, I found myself delving into the dynamic world of Advertising and Marketing. My everyday work revolves around curating conceptual designs following the client’s needs and demands.

Was AIMC the right institution in shaping your career?

The institute taught me a lot about how the ad world works. The institute has been amazing. It not only provided me with practical knowledge but also gave me wide exposure to various aspects. Moreover, I got an opportunity to work at a big company that helped me receive a glimpse of how things work in a corporate culture.

How do you expect the outcome the way you desire?

The initial idea matters. We begin by adhering to brand guidelines and presenting the client with multiple options, typically three. The client then selects their preferred option, and we gather feedback. If necessary, we are open to revising and refining the ideas based on their feedback for optimal satisfaction. This is how we keep on working in a loop until the client is satisfied with the desired outcome.

How do you feel when the plan goes by exactly how you wanted it to be?

It’s an incredibly gratifying experience when the outcome is what I have desired it to be. In experiential marketing, we seek references worldwide. It is very important to acknowledge the dynamics of distinct audiences in India as compared to global markets since the target audiences differ. 

Any project that has been successfully led by you lately?

Recently, we organised a GooglePlay Live campaign where we collaborated with 14 creators from YouTube. One platform was given to them to perform games and quests around the Play Store. It was a three-hour live event. We collaborated with India’s top gaming creators. We curated different elements like small games for their better engagement. We spent three months planning, and the live event in Mumbai was a huge success. The video now has over eight million views on YouTube. It was a fantastic achievement!

Fond memories from your college days at AIMC.

I miss those days. The trip to Jaisalmer was intriguing and incredible. For me, I enjoyed the interaction with teachers which developed over time. While many teachers claim to be friends with the students, the educators at Apeejay truly are your friends. 

Any specific milestone you are aiming for?

I am aiming for a different experiential learning project which must be unique to what I usually do. I am hoping that one day, I may receive an award for the same and do my bit for the community.   

Any tips for aspiring students in experiential learning?

The more you research, the better you will get at your work. The research will give you a better idea of how things are going and have been in an ad and marketing agency. People who have worked for a long time and know how the industry moves will prosper since experience matters the most. For me, time is something that will help me to keep moving forward.