St. Xavier’s University, Kolkata (SXUK) hosted an industry-focused guest lecture on March 24, 2026 for the postgraduate students of the Department of Mass Communication. The session featured Ms. Sanghamitra Shah from Sketch Advertising, who shared practical knowledge drawn from her professional journey in the advertising sector.

Ms. Shah emphasized the importance of connecting classroom theories with real-world applications. She offered students an in-depth understanding of how the advertising industry functions beyond creativity—highlighting crucial roles played by strategy teams, client servicing units, and client requisition departments. She further explained how these divisions collectively shape campaign planning, execution, and client management.

One of the session’s key takeaways was Ms. Shah’s professional mantra, “Why not?”, which she encouraged students to adopt as a mindset for innovation and initiative. She also underscored the significance of legal contracts in advertising, stressing their necessity in maintaining clarity, accountability, and safeguarding business interests.

Interactive activities conducted during the lecture allowed students to engage actively, helping them relate theoretical concepts to real-life communication challenges. The session proved insightful and motivating, offering students valuable exposure to the operational realities of the advertising industry.

The event concluded with positive feedback from students, who described the lecture as enriching and practically oriented. The event was coordinated by Dr. Manali Bhattacharya.

Ms. Deepakshee Ghosh

Semester 4, MA in Mass Communication