Alyque Padamsee, Prasoon Joshi and Piyush Pandey today are household names because they made ads that touched hearts. Indian Advertising has often received international accolades for their concepts and exceptional selling skills.
The total advertising expenditure (AdEx) across the media sector stood at Rs 327.4 billion (US$ 5.28 billion) in 2012, while advertising revenues grew by 9 percent. The Indian Media & Entertainment industry grew 11.8 percent to garner revenues worth Rs 91,700 crore (US$ 14.79 billion) in 2013. These figures state that Indian Advertising industry is never going to look back. Moreover, advertising today is opening to social media and mobile marketing.
For making a career in advertising, you need the following skills:
- Creative thinking: You need to think out of the ordinary and should be full of new ideas. Your stock of creativity is almost always put to test in this industry.
- Art of effective communication: You cannot go anywhere in advertising if you cannot convey a message simply. Advertising is the art of effective communication that conveys a lasting message.
- Writing/visualizing: You should be good at writing and visualizing if you are serious about advertising. Even for selling an idea, you will need a clear-cut visualization.
- Storyteller: Whether you want to become an ad-film maker, editor or copy writer, you should be good at telling stories.
- Stress management: Ad-film makers often work under stringent deadlines and immense work pressure. Be prepared to handle stress.
- Persuasion skills: You should be someone who can sell an idea easily. You must have very strong persuasion and negotiation skills.
Course / Training
There are many courses available in advertising industry such as client servicing, sketching, media management, public relations management, commercial arts, marketing, finance, production etc. The courses are offered at graduation or post-graduation level. Most of the courses are either a BA or MBA or BFA/MFA degrees offering specializations.
List of institutes offering Advertising Courses
|Name of Institute||Website|
|EMDI Institute of Media & Communication, Mumbai, Indore||www.emdiworld.com|
|Indian Institute Of Mass Communication, JNU, New Campus, New Delhi||www.iimc.nic.in|
|Mudra Institute Of Communications (MICA), Shela, Ahmedabad||www.mica india.net|
|Narsee Monjee Institute of Management Studies, V.L.Mehta Road, Vile Parle (West), Mumbai||www.nmims.edu|
|Symbiosis Institiute of Media and Communication, Pune||www.simc.edu|
|Xavier's Institute Of Communication, St. Xavier's College, 5, Mahapalika Marg, Mumbai||www.xaviercomm.org|
The career opportunities in the Advertising field can be broadly categorized into:
- Copywriter: This is the entry position in the creative section of the advertising agency. Every Concept Head or Director has probably begun from copywriting. You are required to write creative copies/scripts, jingles and punchlines for print and visual ads.
- Marketing Manager / Campaign Head: You have to be an MBA in advertising to become a marketing manager or a campaign head in an advertising firm. You can also be an MBA in Marketing.
- Fashion photographer: A fashion photographer is badly needed by advertising agencies for photographs in print media. For this you can do a short course in photography apart from advertising. However, if you can build a strong portfolio for yourself, you can do well.
Advertising is a tough industry that involves a lot of investment in the first few years. Yet the starting salary of an advertising executive is between Rs 8,000 and Rs 12,000. Pass-outs of top-notch institutes are offered anywhere between Rs 3,00,000-8,00,000 per annum.