Babita Baruah, CEO, VML India

Babita Baruah carved out a unique identity through hard work, determination, and talent. A woman who has consistently challenged stereotypes, she believes that work itself is worship. Here are some highlights from our conversation with her:

When you were in school, what were your dreams? Did you already have an idea about your future career?

My dream was to become both a dancer and a teacher. I trained in Indian classical dance forms such as Sattriya, Kathak, and Odissi. I remember draping my mother’s saree and teaching English to my dolls.

At that age, I did not think of it as a career, but I definitely imagined myself doing something along those lines when I grew up.

Which subjects did you choose for graduation, and why?

I chose Economics and Education for my undergraduate studies. My family, especially my uncle, played a significant role in that decision. He was an IAS officer and believed that Economics provided a strong foundation for a career in the civil services. My family also hoped that I would pursue a similar path.

Education, however, was a subject I chose out of personal interest.

Did you have a clear career direction at that stage, or did you gradually discover your interests?

My path was fairly clear because my mother was very conscious and proactive about my career. She introduced me to experienced professionals from different fields so that I could learn from them and understand various career options.

The guidance of elders in my family also played an important role. I always valued their advice because I trusted them deeply and loved them immensely. Even today, when I look back, I feel I would not have done anything very differently.

How did your undergraduate education influence your thinking and career?

I was always a topper in academics, so initially I was inclined toward an academic career. However, I also had the option of pursuing a Master’s in Business Administration.

After carefully considering the advantages and challenges of both civil services and an MBA, I eventually chose an MBA as my career path.

How did you decide your next steps after graduation? What were your key motivations?

After graduation, I was inclined toward civil services and even pursued a short-term preparation course. At that time, my goal seemed quite clear.

However, during that period, I learned more about Business Administration and realized that it offered extensive opportunities in the professional world. Gradually, I discovered that I felt more excited and comfortable in the world of marketing and business.

It seemed like a space where I could better utilize my ideas, creativity, and communication skills. Deep down, I had always wanted to work in marketing or business. That aspiration, combined with a clearer understanding of my strengths, led me to choose an MBA over UPSC.

On a lighter note, my mother used to say that civil services involve frequent transfers, which can be challenging for married life. Ironically, my career has since given me opportunities to work and learn across multiple cities and countries!

What key skills or values gained through education continue to guide you today?

Education taught me the importance of expressing myself and having confidence in my ideas.

It helped me discover my voice and develop the habit of staying curious and continuously learning. Most importantly, it taught me to be kind, empathetic, and always strive for excellence in everything I do.

Do you think your education helped you better understand people, cultures, and consumer behavior?

Absolutely.

I studied in a co-educational school in Digboi, Assam, where students came from all parts of India. It was a true cultural melting pot. There, I learned to understand and respect different cultures, and I continue to celebrate that diversity even today.

I have always been someone who enjoys connecting with people. Through conversations, I gained insights into people’s dreams, aspirations, desires, and fears. Understanding these emotions is key to understanding human behavior and consumer motivations.

If you were not in marketing and advertising, what career would you have chosen?

I would probably have chosen dance or teaching.

If you could give advice to your 17-year-old self, what would it be?

I would tell myself: Dare to dream bigger.

What skills or subjects should students focus on if they want to build a career in this field?

A career in marketing and advertising is not limited to any one subject. Alongside formal education, students should focus on developing certain essential skills:

  • Build strong communication skills and learn to express your ideas effectively.
  • Develop the habit of focused and clear thinking.
  • Have the confidence and courage to take initiative.
  • Continuously nurture and sharpen your creativity.

What advice would you give young women aspiring to build a career in advertising? And what message do you have for today’s students?

My advice is to step beyond your home, city, state, and comfort zone.

Find your voice and make sure it is heard. Never stop learning and continuously work on improving yourself.

Above all, strive to move forward based on your hard work and abilities—not solely on the basis of gender.