Ques: Can you start with a brief introduction of yourself?
My name is Aashna Lidder, and I’m currently in my third year pursuing a B.Com (Hons) at SRCC. I’ve always enjoyed writing and even authored a book when I was in the 12th grade. Most of my schooling was in Delhi, but I lived in Kazakhstan for three years before that. Prior to college, I was actively involved in MUNs and sports like tennis and basketball. But once college started, it became harder to dedicate time to these activities. However, I love working with societies on campus, they’re a great way to grow and learn, almost as valuable as the academic experience itself. I’ve been part of the Marketing Society, Debating Society, and Placement Cell, among others. While my second year was more fun and society-driven, my third year is more focused on placements. During college, I’ve also gained a lot of exposure through internships.
Ques: What inspired you to write your book?
It was during the COVID lockdown when I had a lot of free time and began channeling my writing more seriously. I’ve been writing since a young age, starting with journaling, expressing my feelings, and creating articles. Throughout the lockdown, I started compiling my works. My parents encouraged me to put everything together into a cohesive form, and that’s when I decided to publish a book. About 70% of the poems were based on my emotions and circumstances at the time, while the rest were written with a specific purpose to meet my goal for the book.
Ques: How was the process of getting your book published?
I self-published my book through a publication house called Creative Crows. The editing process took almost a year. For any writer, re-reading your own work can be tedious, but it's such a crucial part of the journey. I didn’t want to skip that step, even though it was slightly monotonous.
Ques: How did you feel when your book became an Amazon bestseller?
I honestly didn’t expect it. I thought only my family would buy it. But being in college gave the book more visibility than I initially imagined. The achievement was something I didn’t fully grasp in high school, but it has definitely helped me grow in college.
Ques: Do you see yourself continuing with writing in the future?
Absolutely. Writing is like my coping mechanism, it’s how I process my emotions. Even if only two people relate to what I write, I feel like I’ve achieved something. Nowadays, though, I write more for myself than for others. But yes, I will definitely continue writing. Currently, I’m not working on any specific project.
Ques: You've achieved a lot in college, particularly within the Marketing Society. Can you talk about your journey there?
When I first joined college, everyone told me to get involved in societies, so I joined six in my first month, it was overwhelming but fun. However, I quickly realized I needed to prioritize, and surprisingly, the Marketing Society (MarkSoc) wasn’t even on my radar initially. I was more focused on the Drama Society, Debating Society, Placement Cell, and others. But somehow, I found myself spending more and more time at MarkSoc, and within a few months, I knew that’s where I wanted to invest my energy. My journey there wasn’t planned, but it ended up being so fulfilling. In my second year, I became the President. It was like nurturing a startup from scratch. There were no juniors, no senior guidance, it was just me, my VP, and our team working hard to grow the society. One of the highlights was when we promised during recruitment that we would bring Ashneer Grover to campus, and by the end of my tenure, we actually managed to do it. It felt like a dream come true.
Ques: As president, what initiatives did you implement? What were the key milestones?
Traditionally, MarkSoc was seen more like an event-organizing society, but I wanted to bring more substance to the table. Marketing isn’t just about organizing events, it’s about understanding consulting, branding, and career opportunities in the field. During my tenure, we worked on four live projects, including one with the government, a Shark Tank startup, and a venture capital firm. We tried to shift the narrative and help students understand what marketing truly involves. We also made sure the society offered real learning experiences in areas like finance, consulting, and research. It was important to create an environment where students could grow academically and professionally.
Ques: How did you secure collaborations with such startups and projects?
It involved a lot of cold tapping, primarily through LinkedIn and emails. We crafted attractive pitches and reached out to potential partners. One of our key inspirations was Dabur. We didn’t just want to do the typical projects but rather explore meaningful, impactful collaborations.
Ques: Could you tell us about your work with Dabur and other significant projects?
Our initial plan was to work on two live projects, but we ended up doing four. One of the most rewarding projects was with Dabur on their Sanifresh product. We conducted extensive market research, speaking with café staff and seniors to understand their usage of toilet cleaners. Market research is all about engaging with people to learn about their preferences and understanding the reasons behind their choices. It’s not just about the product but also about how to target and grow your audience. Working on this project taught me some really important concepts about consumer behaviour and product promotion.
Apart from that, I’ve also worked with Care India Foundation on an HIV/AIDS campaign, which was a deeply impactful experience. We visited rural areas and interacted with affected families. These projects allowed our society to be more than just an event-centric group, we focused on creating real impact.
Ques: Tell us more about your experience at "MyMoMa" and your role there.
"MyMoMa" is a small startup where I handle marketing strategies, social media, and LinkedIn campaigns. We recently launched a campaign called "Take a Stand" on the Kolkata rape case. It’s been a great learning experience, especially in consulting. We help LGBTQ+ and women-led startups by providing them with business advice, and I’ve learned a lot about consulting-centric clients.
Ques: Can you share about your work with the ECB Sustainable Youth Foundation?
I got involved with the foundation through LinkedIn, as I knew the founder. As Director of Public and Diplomatic Affairs, I attend meetings with diplomats, ambassadors, and international stakeholders on issues like security, sustainability, and policy that impact youth. The foundation aims to educate young people about global issues that aren’t often discussed on popular platforms like Instagram. This experience has broadened my understanding of international relations and youth advocacy.
Ques: Out of all your internships, which one had the most significant impact?
I’d say my internship with Bacardi taught me the most about marketing, especially trade marketing. It’s about understanding minute details, like where a liquor bottle should be placed on the shelf or how a customer’s eye is drawn to a particular product. It’s those small but important aspects of consumer behavior that I found fascinating. My internship with the UN Peacekeeping also stands out, I worked with 20 women officers from Asian countries, focusing on security issues related to women and children. Both experiences were incredibly enriching but in very different ways. Bacardi taught me about practical marketing strategies and customer psychology, while my UN internship offered me a unique perspective on global security and gender issues.
Ques: With so many diverse experiences, how do you manage your time and stay productive?
Time management has always been something I’ve worked hard on. I prioritize tasks based on urgency and importance. I believe in the 80/20 rule, where 20% of your efforts yield 80% of your results. Focusing on high-impact tasks and breaking my day into blocks has helped me stay organized. College life can be overwhelming, especially with placements and society work, but I make sure to take breaks to avoid burnout. I’ve also learned the importance of delegation and teamwork, especially when leading a society, you have to trust your team and delegate tasks effectively.
Ques: What’s next for you after college?
I’m currently focusing on placements and exploring opportunities in marketing and consulting. I’m open to wherever the journey takes me, but I would love to work with a company that aligns with my interests in branding and strategy. Eventually, I want to pursue an MBA, but for now, I’m looking to gain industry experience.
Ques: Do you have any advice for juniors who look up to you as a role model?
I would say don’t be afraid to try new things, even if they seem out of your comfort zone. College is the perfect time to experiment, whether it's through societies, internships, or side projects. It’s okay to fail, it’s part of the learning process. Also, don’t compare your journey with others. Everyone’s path is different, and success comes in different forms. Finally, always keep learning. The world is changing fast, and continuous learning is key to staying ahead.
Ques: Lastly, how do you unwind and relax amidst such a busy schedule?
I try to make time for things I enjoy, like writing, reading, and spending time with family and friends. I also love to watch documentaries, something I’ve picked up recently. It’s important to switch off from work and studies every now and then, so I make sure to disconnect and enjoy the little things in life. It’s all about balance.
HIGHLIGHTS:
1) Author of the book "In Search of a Title" (Amazon No.1 Bestseller in the Poetry section)
2) Research Intern, Dabur
3) Strategy Intern, Bacardi
4) Strategy Intern, boAt Lifestyle
5) President, The Marketing Society - SRCC
6) Director of Public and Diplomatic Affairs - ECB Sustainable Youth Foundation
7) Head of Marketing and Branding - MyMoMa
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