Harsh Manoj Punjabi
Content Strategist, On The Grow, Mumbai, India
Master of Marketing with Distinction
The biggest highlights of his studies were the opportunities to apply marketing in real-world contexts and push his creativity beyond standard briefs, says Harsh Manoj Punjabi who came to AUT as an international student from India.
“We worked on case studies, group projects and competitions that simulated real business challenges, alongside a capstone project where I worked with a client for over six months to deliver a full research report. This hands-on approach ensured that learning was not just theoretical, but directly applicable. Industry exposure was a key part of the experience. Through guest lectures, seminars and events organised by AUT’s marketing clubs and access to New Zealand’s Marketing Association, I had the opportunity to learn from professionals across different sectors and global markets. Engaging with creators, strategists, recruiters and industry leaders provided insight into how marketing operates in practice.
“One of the most defining aspects of my experience was working on campaigns within industries I’m passionate about, particularly music and entertainment. This introduced me to viral marketing, consumer psychology, marketing architecture and MarTech tools, while giving me the freedom to present my ideas in more creative, visual ways. Another key highlight was my early exposure to a completely new market. In my first semester, I developed a service concept for the New Zealand market, adapting an instant e-commerce and hyperlocal delivery model inspired by India. My final capstone project was a great finishing point. Working with Volcano Vibe Collective, I developed a research report that achieved an A+. Beyond the classroom, participating in a case competition held by ZURU gave me the opportunity to engage directly with industry professionals, offering insight into how one of New Zealand’s largest organisations operates.”
He is grateful for the support he received from AUT staff throughout his journey.
“Associate Professor Rouxelle de Villiers had a particularly strong impact on me, especially early in the programme. Her approach to creative ideation created an environment where I felt comfortable exploring ideas freely. Her guidance shaped how I approach creativity, not just during my degree but in my professional journey going forward. Professor Ben Wooliscroft stood out for both his depth of knowledge and his unique teaching style. His discussion-led approach, without reliance on slides or notes, made every session engaging and thought-provoking. Beyond concepts, he helped me understand marketing in its entirety, from its origins to its broader impact, including the ethical responsibility that comes with it.
“Dr Amy Errmann was one of the most impactful educators I’ve had. Her teaching on branding and identity brought clarity to how I understand consumer psychology and the deeper logic behind marketing. She played a key role in shaping my assignments, pushing me to refine my thinking and go further. Through her guidance, I was able to better understand the kind of marketer I want to become. Dr Jo Wright also provided invaluable support during my capstone project. She was always approachable and willing to help, while also challenging me to think more critically. AUT’s support services were equally valuable. The Marketing Collective created opportunities to engage with industry and build connections, while the Employability Lab helped me refine my CV, portfolio and professional direction. The library services and staff were also a standout, particularly in supporting my research and helping me navigate academic resources.”
Shaping how brands grow
After completing his studies in March 2026, Harsh has now returned to India where he loves working as a content strategist for social media marketing agency On The Grow.
“I work across a diverse portfolio of clients ranging from travel and lifestyle influencers to luxury fashion brands, education ventures and a preschool startup. My role is heavily focused on social media strategy and campaign ideation, particularly Instagram, which is one of the most dominant platforms in the Indian market. I develop end-to-end content strategies tailored to each brand and influencer, ensuring that each piece of content aligns with the brand identity, influencer niche and platform trends. My role combines creative direction with data-driven decision-making, allowing me to shape how brands grow and communicate in a highly competitive digital space.”
He is proud of what he has already achieved so early in his marketing career.
“I work with a diverse set of brands, which means I’m constantly adapting my thinking to different audiences, industries and goals. This has accelerated my learning significantly, especially as this is my first full-time role at 22. Having the responsibility to work directly with clients, shape their content direction, and influence how their brand is perceived has been both challenging and extremely rewarding.
“Being part of a smaller agency has made this experience even more valuable. With a lean team and a strong client portfolio, I’ve had the opportunity to take on a high level of responsibility early on. This includes not just strategy and content, but also exposure to business development, client pitches and understanding how an agency operates. It has given me first-hand insight into the industry in a way that typically comes later in one’s career.”
Advice for other students
Harsh has some great advice for other students.
“Lectures are just one part of the experience. The real value comes from engaging with professors, attending events and putting yourself in spaces where you can learn from people who are already in the industry. Build genuine relationships with your professors. They bring a wealth of real-world experience, perspectives, and networks that can significantly shape how you think. Also, don’t hold back. AUT gives you a safe environment to experiment, share ideas and figure out your voice as a marketer. Take advantage of that.”
He also has some wise words for those interested in a marketing career.
“Marketing is often seen as an easy field to enter, but what many people underestimate is its depth. It goes far beyond content and aesthetics. It requires strong thinking, consistency, and a deep understanding of people, culture and behaviour. Be curious, stay open, and take the time to explore different areas within marketing. It’s a much broader and more complex field than it seems.
“One of the biggest shifts for me was realising that inspiration doesn’t come from sitting and trying to ‘be creative’. It comes from observing the world around you. While AI and tools are becoming more common, they can support your work but not replace the human side of marketing. Creativity, intuition and cultural understanding are what truly differentiates you.”
