Understanding what happens in the MICA interview room
Ahmedabad, Gujarat
MICA conducts creative expression style interviews. MICA interviews assess your creative thinking, communication skills, and passion for marketing through unconventional questions and activities. Interviews scheduled: PI rounds: February-March 2026 (dates TBA)
Prepare with AI mock interviews that simulate MICA's unique creative expression style approach.
PI rounds: February-March 2026 (dates TBA)
• Avg work experience: 18 months
• Class size: 180 students
• Female students: 30%
Founded in 1991 by AICTE and Government of Gujarat, MICA Ahmedabad was established in collaboration with MICA has partnerships with leading global institutions including Emerson College (Boston), Mudra Institute of Communications, and various industry collaborations with top advertising and marketing firms.. This heritage shapes everything about the interview process.
MICA was born from Mudra Communications (now DDB Mudra) — India's legendary advertising agency. This DNA means everything about the interview focuses on creativity, communication, and your ability to think like a marketer. They're not looking for conventional MBA types; they want creative strategists.
MICA panelists often reference alumni achievements to test awareness. Know these names and what they're known for.
Chairman & CCO, BBDO India
One of India's most celebrated advertising minds. His journey from MICA to leading BBDO India exemplifies the creative leadership path MICA enables.
Former Vice Chairman & CCO, Ogilvy India
Created iconic campaigns like Vodafone ZooZoos. Represents MICA's strength in producing creative leaders.
Former CEO, Spencer's Retail
Led major retail transformation; shows MICA alumni succeed beyond traditional advertising into broader marketing leadership.
Founder, Spring Marketing Capital; Former CCO, Lowe Lintas
Created Idea Cellular's "What an idea" campaign. Exemplifies creative entrepreneurship from MICA.
Managing Partner & CCO, Bang In The Middle
Known for building creative agencies; represents the entrepreneurial streak in MICA alumni.
MICA interviews assess your creative thinking, communication skills, and passion for marketing through unconventional questions and activities.
MICA's interview process is unlike any other B-school. Expect activities like group exercises, creative tasks, and questions that probe your ability to think differently. They want to see how you communicate ideas, not just what you know.
MICA produces marketers, brand managers, and communication strategists. These roles require creativity, persuasion, and the ability to connect with audiences. The interview simulates real-world creative challenges.
"In a GE, candidates were given random objects and asked to create a brand and marketing campaign. The standout candidate didn't just describe the product — she created a story, defined the target audience, and pitched an emotional campaign with a tagline."
We trained Rehearsal on MICA's interview style. Now it trains you.
Try a free MICA mock interviewDon't just memorize questions. Understand the categories, why they ask them, and how to prepare.
"Create a marketing campaign for a new brand of healthy snacks targeting college students."
MICA wants marketers who can generate ideas. They test whether you can think creatively under pressure.
"If you were to rebrand Indian Railways, what would your strategy be?"
Tests strategic creative thinking
Practice this question"Create a 30-second ad script for a new eco-friendly water bottle."
Tests on-the-spot creativity
"What's the most creative ad you've seen recently? Why did it work?"
Tests advertising awareness
"Why do you think Amul's topical ads work so well?"
They want candidates who live and breathe marketing — people who notice brands, analyze campaigns, and have opinions.
"How would you position a premium Indian chai brand globally?"
Tests strategic thinking
"Name a brand that lost its way. What went wrong?"
Tests brand analysis
"Convince me to visit your hometown."
Marketing is about persuasion. They test whether you can craft compelling narratives and connect with audiences.
"Pitch your favorite book as if it were a movie trailer."
Tests storytelling ability
"Convince me that marketing is more important than operations."
Tests argumentative persuasion
"Why MICA and not an IIM for marketing?"
MICA wants candidates who genuinely want a career in marketing/communications, not generalist MBA seekers.
"What specific aspect of MICA attracts you?"
Tests research and genuine interest
"Where do you see yourself 5 years after MICA?"
Tests career vision
"How has digital changed advertising?"
Marketing evolves rapidly. They want candidates who stay updated on industry trends.
"What's your view on influencer marketing?"
Tests opinion formation
"How should traditional brands approach Gen-Z consumers?"
Tests strategic thinking
"What do you do in your free time that involves creativity?"
MICA values people with creative pursuits — writing, art, music, photography, content creation.
"What's a creative project you're proud of?"
Tests initiative and passion
"How do you consume content differently as a marketer?"
Tests marketing mindset
Context-specific topics that MICA panelists often reference. Know these well.
MICA has deep roots in advertising. Understanding the industry landscape is essential.
MICA produces brand managers. Understanding Indian brand building is crucial.
Marketing has shifted dramatically to digital. MICA expects you to understand this transformation.
What to expect at each stage.
Unlike traditional GDs, MICA's GE involves creative tasks — building something, creating a campaign, solving a puzzle as a team.
Creative thinking, teamwork, communication, ability to contribute ideas.
Participate actively but listen too. MICA values collaborative creativity over individual dominance.
A conversational interview focused on your creative interests, marketing aptitude, and communication skills. May include on-the-spot creative tasks.
Passion for marketing, creative thinking, communication flair, MICA fit.
Be yourself and be expressive. MICA wants personalities, not rehearsed corporate answers.
Essay or creative writing task on marketing, branding, or communication topics.
Writing skills, clarity of thought, creative expression.
Write with flair. This is a communication school — your writing should reflect that.
MICA was born from an advertising agency. Creativity isn't just encouraged — it's expected. Students work on live projects, create campaigns, and think like marketers from day one.
Interview Implication: Show you have creative instincts. Talk about campaigns you admire, ideas you've had, or creative work you've done.
Every aspect of MICA emphasizes communication — presentations, pitches, storytelling. CCC (Crafting Creative Communication) is a signature course.
Interview Implication: How you say things matters as much as what you say. Be articulate, expressive, and engaging.
MICA has deep industry connections. Students work with real clients, intern at top agencies, and learn from practicing marketers.
Interview Implication: Show awareness of the marketing industry. Know agencies, campaigns, and current trends.
Hard moments will happen. Here's how to handle them.
Value-Based Group Interview | 5 question categories
Stress Interview | 6 question categories
Analytical & Entrepreneurship-Focused | 5 question categories
Current Affairs & Finance Deep-Dive | 5 question categories
Comprehensive Coverage Interview | 6 question categories
Balanced Assessment with Extempore | 6 question categories
Extempore + SOP Discussion + PI | 6 question categories
Values & Ethics-Based Interview | 6 question categories
Conversational Probing | 6 question categories
Corporate Conversational Interview | 6 question categories
Values-Based Jesuit Interview | 6 question categories
Trade-Focused Knowledge Interview | 6 question categories
Analytical Problem-Solving Style | 6 question categories
Structured Analytical Style | 6 question categories
Balanced Analytical Style | 6 question categories
Comprehensive Evaluation Style | 6 question categories
Holistic Evaluation Style | 6 question categories
Purpose-Driven Evaluation Style | 6 question categories
CAP (Common Admission Process) Interview | 5 question categories
Extempore + Business Awareness Quiz + PI | 8 question categories
Independent Personal Interview | 7 question categories
Analytical & Industry-Ready Assessment | 7 question categories
Finance-Focused GD-PI Assessment | 6 question categories
Practical Orientation Assessment | 7 question categories
Values & Sustainability-Based Interview | 6 question categories
Profile-Based Conversational Interview | 6 question categories
Case-Based Conversational Interview | 6 question categories
Collaborative Evaluation | 6 question categories
Holistic Profile Evaluation | 6 question categories
Profile-Based Conversational | 5 question categories
Ethics-Centered Evaluation | 5 question categories
Extempore + Conversational PI | 6 question categories
Research-Oriented WAT-PI | 6 question categories
Independent Admission with Extempore | 6 question categories
JAP (Joint Admission Process) Interview | 6 question categories
JAP (Joint Admission Process) Personal Interview | 6 question categories
JAP Coordinator - Conversational PI | 7 question categories
Conversational Assessment with Profile Focus | 5 question categories
Conversational Academic Assessment | 5 question categories
Academic-Focused Conversational Interview | 6 question categories
Conversational Academic Probe | 5 question categories
Profile-Based Practical Evaluation | 7 question categories
Structured CT-PI Evaluation | 7 question categories
Profile-Based Analytical Assessment | 6 question categories
Our AI simulates the creative expression style style — including interruptions, challenges, and the pressure of thinking on your feet.