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Worth your words

Gone are the days when advertisements on television would make you shift channels... Advertisements, today, are eagerly awaited. Be it the music, visuals or dialogues, everything is so arresting that you cannot avoid it.

education Updated: May 29, 2012 17:23 IST
Hindustan Times

The lowdown
Gone are the days when advertisements on television would make you shift channels... Advertisements, today, are eagerly awaited. Be it the music, visuals or dialogues, everything is so arresting that you cannot avoid it. Therefore, writing copies for advertisements is a very challenging task that requires you to be extremely creative. Your copy should be entertaining, something that people can relate to, and at the same time, it should subtly convey brand communication in an effective way to the target audience. If you are good with your words, growth prospects are very bright in this industry. The advertising sector is on a high; advertising professionals have and will always be in good demand

Clockwork
Unlike other sectors, in advertising, work hours are not by the clock. While there could be routine nine-to-five days, one has to be prepared for late nights as well.

A lot depends on work flow, which varies from time to time
10am: Reach office, start working on the new storyboard
Noon: Go out for market reserach
2pm: Lunch
4pm: Meet the client
6pm: Head for home

The payoff
Advertising offers good remuneration, though it might not give you a good salary to start with. But once you gain experience, pay scales are very good, at par with any other industry. A beginner may start with as low as Rs. 1,20,000 per annum but can go up to any limit

Skills/TRAITS
* A flair for writing
* Good command over the language
* Hunger for doing something new every time

Getting there
Flair for creative writing is the most important thing. Primary and secondary education is good enough, but graduates in English (hons) and mass communication diploma or degree holders are at an advantage

Institutes and URLs
* Indian Institute of Mass Communication, New Delhi
www.iimc.nic.in
* Xavier Institute for Mass Communications, Mumbai
www.xaviers.edu
* Mudra Institute of Communication, Ahmedabad
www.mica.ac.in

Pros and cons
* Ad copywriting gives utmost satisfaction to creative minds having flair for writing and a good creative expression
* The main drawback is that sometimes one has to compromise creativity or limit creative expression to market realities and client understanding

Years spent in the industry are not the only criterion for growth. Individual talent directly influences your career chart Rahul Chandra, creative head, Showbiz, a Delhi-based firm

First Published: May 29, 2012 16:09 IST