Aditi Khare’s professional journey stands as a compelling example of what happens when passion meets opportunity. Beginning her career as a Computer Science Engineer, she eventually found her true calling in the world of marketing and communications, navigating industries and global brands to establish herself as a formidable force in the field. Now the Head of Communication at Symbiosis Dubai under the Ministry of Education, Aditi has led transformative campaigns for some of the world’s most renowned companies, including Danube Group, Alibaba, TikTok, and Weber Shandwick. Her career path, marked by creativity, resilience, and leadership, provides a fascinating narrative of ambition, adaptability, and success.
The Shift from Engineering to Marketing: Discovering the Power of Storytelling
Aditi’s career started in the realm of Computer Science Engineering, but it wasn’t long before she realized her passion laid elsewhere. The turning point came during her MBA at Symbiosis Pune, where she was selected for the prestigious National Godrej Gurukul Internship Program—a rare achievement that helped her tap into the world of marketing and communications.
“Storytelling was my calling,” Aditi shares. This realization transformed her trajectory, leading her to work with some of the most significant global brands. Over the years, Aditi has skillfully merged data-driven insights with relatable narratives, crafting powerful brand stories that resonate deeply with consumers.
Leading Iconic Campaigns: The “1% Man” for Danube Group
One of Aditi’s standout achievements is the highly successful “1% Man” campaign for Danube Group. Inspired by the story of Rizwan Sajan, the founder of Danube Properties, the campaign sought to convey that luxury homes could be made accessible to the masses through a 1% payment plan. Aditi’s creative vision brought together the elements of affordability and aspiration, amplifying the campaign across various platforms, from billboards to podcasts.
She collaborated with Nas Daily, a popular global content creator, to ensure the story reached far and wide. “It wasn’t just about selling properties; it was about making people believe in the possibility of owning their dream home in Dubai,” Aditi explains. This emotional narrative, coupled with strategic global outreach, became a resounding success.
Navigating Crisis and Overcoming Challenges: Alibaba and TikTok App Bans
Aditi’s work with TikTok (ByteDance) and Alibaba Group presented her with one of the most significant professional challenges of her career. During a time of political tension, with government regulations threatening app bans in key markets like India, she played a pivotal role in crisis management.
Navigating complex stakeholder relationships, especially between the Indian and Chinese governments, Aditi had to strike a delicate balance. Lobbying efforts, managing public perception, and maintaining transparent communication with users—all while keeping internal teams motivated—were essential strategies she employed during this turbulent period. “Crisis management isn’t just about reacting; it’s about anticipating, adapting, and leading with clarity,” she recalls.
Career Milestones and Recognition: Building a Global Legacy
Among Aditi’s many professional milestones, being recognized as Alibaba’s top new joiner in 2017 remains particularly special. Selected from candidates across 16 countries, this honor not only affirmed her capability to thrive in diverse environments but also underscored her impact on a global powerhouse.
Additionally, her recent accolades, including the 2024 Provoke Influence and 2023 40 under 40 Business Elite Magazine awards, reflect her growing influence in the communications industry. These recognitions, she admits, are both “humbling and motivating,” encouraging her to continue innovating and pushing boundaries.
Storytelling for Brands: Blending Data with Emotion
For Aditi, storytelling is the lifeblood of any successful brand. Over her career, she has perfected the art of combining data-driven insights with emotionally engaging narratives to foster strong, long-lasting connections between brands and their audiences.
During her tenure at Weber Shandwick, where she served as Planning Director, Aditi implemented data-driven storytelling strategies for brands like Snapchat, LinkedIn, and Twitter. “In a world overloaded with information, a well-told story stands out,” she emphasizes. Tools like Meltwater and Talkwalker enabled her to create impactful, personalized brand experiences that resonated across markets.
Work-Life Balance: A Family-Centered Approach
Balancing a demanding career and personal life is no easy feat, but Aditi credits her family’s support for helping her stay grounded. “In an aspirational city like Dubai, you work hard and party harder,” she says, acknowledging the fast-paced nature of her professional life. However, she emphasizes the importance of traditions, such as annual family trips and celebrating small personal milestones, to maintain a sense of balance.
Her husband, who shares her belief that “work is worship,” has been a pillar of support throughout her career. These personal values, instilled by her family, have been instrumental in shaping her professional journey.
Staying Creative and Focused: A Habit of Continuous Learning
Aditi’s dedication to continuous learning and upskilling has been central to her success. “I realized early on that becoming indispensable in any role requires learning beyond your primary responsibilities,” she explains. Throughout her career, Aditi has taken the initiative to explore new areas, from consumer research to product A/B testing, making her a versatile and well-rounded marketer.
