The third edition of the Millennial Achievers Awards has once again celebrated the new vanguard of talent redefining advertising, marketing, media, and business in India. Known for spotlighting professionals who are not just excelling in their fields but actively shaping its future, the awards have become a benchmark for next-gen excellence. Among this year’s standout winners is Aastha Anand from Properganda, who has won Gold for Creative Professional of the Year, a recognition that reflects both her growing influence and her deeply personal approach to creativity.
Speaking about what the win has meant to her, Anand has said, “Recognition always feels good, but forums like the Millennial Achievers Awards feel extra special. Getting a platform to showcase our work to such a coveted jury and competing with the best talent in the industry is incredibly validating.” She has added that what truly elevates awards like these is their ability to raise the bar for everyone involved.
“What I love about awards like this is how they push you to level up. When you see the caliber of people you’re competing against, it raises your own bar. I’ve been able to connect with fellow winners and I’m constantly following their work and campaigns. It creates this positive loop where their work inspires me to do better.”
Anand’s journey into advertising and marketing has not followed a straight line, and she has embraced that unpredictability wholeheartedly. Describing herself as “a true blue Gemini,” she has shared that she initially set out on a very different path. “I actually started out studying to be a chartered accountant, but somewhere along the way I found my passion in content and ghostwriting,” she said. That discovery prompted a decisive shift, leading her to pursue an MBA in Communication Management. It was during this phase that her creative ambitions truly crystallised.
“That’s where I was properly introduced to the best campaigns, not just Indian but global work. Campaigns of Piyush Pandey and KV Sridhar. That’s when I got this itch to win a Cannes one day, and honestly, it’s still going strong.”
Her inspirations, however, have not been limited to textbooks or legends alone. Anand has said that pop culture played its part too. “Mad Men definitely fanned the flames, at least the campaign and pitch episodes.” At the same time, she has emphasised that inspiration remains a daily pursuit. “I don’t want to limit my influences to the past because I’m still getting inspired every day. I find extraordinary stories in the ordinary and I think in frames now.”
At the core of Anand’s professional growth lies a philosophy rooted in consistency and sincerity. Reflecting on what has shaped her the most, she has said, “Do everything with all your heart. I try to keep my enthusiasm and perfection meter consistent, whether it’s a simple post for our own company handle or a high level pitch or mega campaign. The quality of effort shouldn’t change based on the size of the project.”
Working in a field as subjective as creativity has also taught her humility and adaptability. “We work in a creative field and I’ve learned it’s very subjective. What I think is brilliant might go over someone else’s head. I’ve learned and unlearned many times and continue to do that. The key for me has been to keep it simple and not overcomplicate my messaging. Clarity always wins.”
Like many millennial leaders, Anand’s career has been defined by a series of pivot points that have tested her instincts and resilience. Looking back, she has said, “I’ve had quite a few in my relatively short career of 7 years. Punching above my weight has been the logline for my career script.”
One of her earliest defining experiences came when she moved to Varanasi for a rural marketing campaign. “Early on, I stationed myself in Varanasi for a rural marketing campaign promoting solar adoption in MSMEs. I handled the end to end conceptualisation and execution, which threw me into the deep end in the best way possible.”
Another formative moment arrived unexpectedly early in a new role. “Then there was launching the most powerful tractor in the 65HP category in Indian markets. I was just two weeks into my new job and found myself cracking the positioning statement with NCDs, being part of the account management team. That taught me to trust my instincts even when I felt new.” Yet, she has acknowledged that the most defining leap came with entrepreneurship. “But the biggest pivot was taking the plunge to start Properganda, a creative collective with my mentor. Now I’m heading creative and content here, working with a dream client list. That leap from the security of a job to building something of our own has shaped everything about how I approach work today.”
When it comes to what excites her about the industry today, Anand has been candid about how dramatically the landscape has changed. “There’s so much to do and explore. Advertising as we knew it when I was studying communications has completely changed. I still can’t fathom saying things like ‘Humare zamane mein toh college dissertations bina AI ke hoti thi.’” For her, creativity remains boundless precisely because of this constant flux. “The best thing about creativity is that there are no boundaries. The world around us is changing every day. How audiences consume media is changing. The messaging is evolving. The only way forward is to keep challenging your own imagination.”
She has also reflected on the paradox of modern creativity, where technology is both an enabler and a differentiator. “What excites me most is this paradox we’re living in. With AI making things easier and more accessible, the only thing that will truly make us stand out is human intelligence and campaigns rooted in basic human truths. Technology can be a tool, but the heart of great work will always be understanding people. That’s where I want to keep pushing, finding those universal truths that connect us and telling stories that feel genuinely human.”
Despite the pace and competitiveness of the industry, Anand has shared that her grounding force remains simple: great work itself. “Just seeing great work, honestly. I’m one of those people who doesn’t like skipping ads. I’d rather watch them.” She added, with characteristic enthusiasm, “I bombard my friends and family with campaign reels, I know Fevicol ad jingles by heart, and I can probably top a quiz on which campaign was made by which agency.”
For her, constant exposure to strong creative output fuels momentum. “The point I’m trying to make is that constantly watching and reading good work keeps me in that flow of thinking. It’s like fuel. When you’re genuinely excited about what’s being created in the industry, staying inspired becomes effortless.”
For young professionals considering a similar path, her advice has been refreshingly honest. “This is the place to be if you don’t like a defined job role and if you can handle creative chaos, mostly the good kind. Be open to surprises and adapt, adapt, adapt.”
As the curtains have closed on the awards this year, the Millennial Achievers platform has once again underscored why it matters. The third edition of Millennial Achievers brought together India’s brightest minds as Marketing Mind unveiled this year’s winners across 17 categories. From bold creators to visionary strategists, exceptional leaders and innovators, the 2025 cohort represents the very best of next-gen talent shaping the future of advertising, marketing, media, and business.
