Ad land’s Young Guns: Pooja Gururaj, VML India

Pooja Gururaj is the lead of Social Media Strategy at VML India. She is a solution provider at the core: Be it channels, creative or a brand challenge. 

Apart from growing and leading the social media team, Gururaj also plays the role of a digital strategist that devises solutions and roadmaps for brands across the ecosystem. Her strategies are key in winning new businesses and building brands in the agency’s formidable roster of Pantaloons, Wrangler, Wendy’s, Kraft Heinz, SonyLIV, Hotstar, Castrol and more. 

Competitive and informed, Gururaj’s career has grown steadily since the red brick walls of MICA. Her advertising career started off with award-winning work on brands like Camlin, Sunsilk and Pond’s. Today, she brings a lot more to the table than just ideas and well crafted words. 

A typical day is as dynamic as the role of strategist: Planned but unpredictable. Be it keeping up with the trends or seeking a strategic breakthrough. Beyond the deadlines and to-do lists, she finds peace in baking a cake or getting lost in a canvas. 

What does it takes to climb up the ladder in advertising? Here’s Pooja Gururaj in her own words... 

How did you get into the role you are serving? 
I had a diverse array of skills with my previous role as a copywriter/ strategist and I wanted to focus more on a pure strategic role in driving digital campaigns for businesses. My current role at VML is to understand the medium and the market before the campaign and help craft the communication for the best outcome. I think the skills I attained in my previous role along with my keen interest in all things digital has helped me establish myself as a solid contributor in my current team. 

What particular skill sets do you think you bring to the table?
I make it my priority to understand the consumer and the application of digital in their lives. I love storytelling and solving different business challenges. Over the last couple of years, I have also been leading the social team that's evolving as fast as the medium itself. 

One campaign that you have worked on that you are particularly proud of? Please take us through the making of the campaign.
Every campaign that I have been a part of has a story of its own that makes me proud that I’ve had the opportunity to partake in it. It’s an amazing feeling to know that you have created something that brings joy, curiosity and a sense of belonging to peoples’ lives. 

While working on the creatives how do you prepare yourself? What goes on in your mind?
I condense the brief into a single ask and then look at it from the end user’s perspective. From there, it’s about the right mix of storytelling, digital touch-points and targeting. No matter how good the communication is without an effective strategy, it will always miss the mark. 

Icons in advertising you look up to and how they have influenced you and your work?
I like to immerse myself in local community content as, digital advertising in India rapidly evolves. To add to this, I follow the works of VML from around the world, Droga5, AKQA and other WPP agencies at an international level.  

What are the five most productive things that you do in your everyday routine?

• I start my day with a purpose
• I have a to-do list on Post-Its that I work through methodically
• I finish replying to the previous day’s emails on the way to work
• I catch up with my team about work and life and them
• I squeeze in an hour of stalking the world for inspiration

Do you think a career in advertising is a viable one in the long term?
Advertising is the inspiration behind the purchase. With its ever changing, ever evolving influence, there are definitely many possibilities in the long term with a career in this field. 

What does it take to succeed in a career like advertising?
Find what you are good at and never stop learning. 

What would be your advice to youngsters planning to enter this industry?
It’s a great time to be in advertising, especially on the digital forefront. When you are looking for a role, look for a company that will support your career aspirations and also emulates a culture that you want to be a part of. 

Where do you see yourself in five years’ time?
I see myself leading, whether it is a country, regional or brand mandate. 

Is there any agency/ organisation that you would like to work with in the future?
I always want to be part of an organisation that inspires me to be the best I can be. I want to work with clients that push boundaries and I want the message that we deliver as a team to resonate at the heart of the consumer. Right now, I am focused on VML as it gives me all of the above.

To Read More Visit Here.