Beyond the Brief: Real-World Marketing Lessons from ISME Alumni Who’ve Lived It

When alumni return to campus at ATLAS SkillTech University, it’s never just a panel discussion – it’s a full-circle moment. Session 2 of the Alumni Conclave Series 2026 at ATLAS ISME transformed the auditorium into a space of candour, clarity and career-defining insights.

Representing diverse corners of the marketing world were Nandini Hotwani (BookMyShow), Sitanshu Parikh (Club Jolie’s – Aditya Birla New Age Hospitality), Riya Sarda (Ogilvy), Zahabia Motiwala (Amiral Industries Pvt. Ltd.), Hima Vyas (The Small Big Idea), Vishal Dhameja (DDB Mudra Group) and Khushi Nandargi (McCANN) – each bringing lived experience from agencies, consulting, brand leadership and hospitality.

Marketing Isn’t Just Creativity. It’s Accountability.

The biggest myth the panel quietly dismantled? That marketing is only about big ideas.

In today’s ecosystem, creativity must coexist with data, structure and measurable outcomes.

As Nandini succinctly put it: “Marketing is ROI.”

Marketing is ROI.
– Nandini Hotwani

From analytics-driven decisions to aligning campaigns with business objectives, the message was clear: Creativity matters, but accountability defines success.

The Reality Check: Pressure, Feedback & Deadlines

Agency life and brand leadership come with glamour, but also with relentless timelines and evolving client expectations.

Riya spoke about how structure and coordination are just as critical as ideation in an agency setup.

Timelines, structure and coordination are just as important as creativity in an agency.
– Riya Sarda

Zahabia reminded students that client feedback is constant and that resilience is a professional muscle built over time.

Be ready for unlimited client feedback.
– Zahabia Motiwala

College may prepare you for presentations and frameworks. But pressure? That’s learned on the job.

Growth Begins Where Comfort Ends

One of the most powerful themes of the session was adaptability.

Hima challenged students to detach from rigid career plans and even from their own ideas.

Don’t fall in love with your ideas. Get your hands dirty.
– Hima Vyas

Taking up a role you may not initially enjoy, exploring multiple sectors or working across functions, these experiences shape clarity. Vishal reinforced that the true differentiator in marketing isn’t talent alone, it’s the ability to keep learning.

Your ability to learn will define your growth.
– Vishal Dhameja

The ‘Why’ Behind Every Strategy

If there was one thread tying the entire conversation together, it was intentionality.

Finding the ‘why’ for everything is crucial.
– Khushi Nandargi

Strategy begins with understanding consumer behaviour and business goals. Khushi emphasised finding the ‘why’ before executing the ‘what,’ while Sitanshu highlighted the importance of living and breathing the brand at every stage of its journey.

Make the brand breathe, live and survive.
– Sitanshu Parikh

Marketing, they agreed, is storytelling; but storytelling anchored in insight.

The ISME Advantage

What stood out most was the honesty. Alumni openly shared what college prepared them for: confidence, networking, discipline and what the real world demanded beyond it.

This is the culture at ATLAS ISME: a community where learning doesn’t end at graduation. Our alumni return not just to inspire, but to equip students with clarity, realism and courage.

From classroom frameworks to boardroom decisions, the journey may be demanding, but as this session proved, it is also deeply transformative.