Anita Kotwani

CEO Carat India part of Dentsu Aegis Network.


  • Can you tell us the key to building a creative strategy?

    Key to building a creative strategy is a strong consumer insight, identify the need and solve for that with your communication

  • What are the benefits and drawbacks of being in the advertising profession?

    The pay package is lucrative in this industry, and the learning is always on, so you are always challenged and motivated to keep pace with this evolving landscape. From a drawback stand point I think there is a compromise on work life balance, it’s stressful and you need to have the ability to perform in stressful conditions

  • What was the most challenging moment in your career?

    When the launch of our DNA campaign in Mumbai was sabotaged by the Times Group

  • What motivated you to choose this career?

    Am a lawyer turned accidental media professional, so in that sense never did start my career in this field. However once I entered it I loved it so much that now with over more than 2 decades of experience I still go to work as excited as I was when I joined it

  • How was your experience with your first job?

    My foundation to this industry was done in my first job and I will always be thankful to Sunder’s Nagpal ( one of the top media consultants in them says) for patiently teaching, guiding and motivating me to continue with this industry

  • how did you begin your career ?

    I don’t come from this industry my first boss was someone who introduced me to media planning. My apprehensions were put to rest when he made me feel comfortable stating all he needs is someone with common sense and skills in buying vegetables, yes that’s exactly what he said, The art of negotiating starts from there :)

  • How do I prepare for an advertising interview?

    Please read up well about the company you are interviewing at, remember and articulate a few nuggets about the company during the interview, let them know you have done your home work on their business

  • What do you do if an ad campaign is unsuccessful?

    Look at the data and analyse what went wrong with the campaign, were the channel choices made to air the campaign the right one.

  • How does an advertising professional learn the art of media planning?

    The art of media planning essentially sits with the 4 W and 1H formula, who is the audience, where are you going to find them, what are you going to tell them, when is the best time to speak to them and how often do you need to speak to them to get results

  • What is the best way to get into the profession of advertising?

    Specialise in media, communication and marketing courses, you can get into new areas of expertise of data, digital and content to become specialists top

  • Do you think a creative campaign overshadows the advertised product or adds value to it?

    A good creative campaign provides a hook for consumers to notice the product, and when the product lives up to the consumer expectation then the magic happens and value gets added in the form of sales

  • What skills should an advertising professional possess?

    The field is advertising today has grown vastly with specialisation in new fields like data science, machine learning, artificial intelligence, digital, content and many more. It really depends on the choice you want to make, a generalist or a domain specialist and hopefully that will help you decide your course

  • How do you measure the effectiveness of an advertising campaign?

    There are tools and technologies in play today that help you quantify the effectiveness of your advertising campaign. Brand Lift studies, brand track scores etc are a few such measures to test effectiveness

  • What is the best way to get into the profession of advertising?

    An MBA in marketing is a good start, you can also look at domain specialisation in the data, digital and content space