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‘Full credit to the faculty of this institute’

The alumna of Apeejay Institute of Mass Communication says that 60% of the credit for her success goes to Professor (Dr) Pijush Dutta who is the programme director, of advertising and marketing communication at the institute



If you are in the advertising world, one has to be prepared to work at all odd hours. It could be an early morning briefing meeting with the client or even a late-night one. It could also be a project that has to be closed and putting in an all-nighter as Divya Agrawal, who works as a creative visualiser at WPP, found.

She describes herself as a creative designer who loves to visualise creative concepts for digital, print, and social media. An alumna of Apeejay Institute of Mass Communication (AIMC), Agrawal says that it was the Internet search that led her to AIMC.

“After I graduated from Amity University in Raipur after pursuing a course in Journalism and Mass Communication. I was looking for institutes that were offering a programme in advertising. I found that AIMC was one of the top institutes. I also checked the placement and faculty and found that they had the best and I ended up enrolling at AIMC,” Agrawal said.

Excerpts from an interview.

What were some of the high points of studying there?

The institute offers the best practical knowledge from those who come from the industry. It is not just the faculty who teaches theory. AIMC has people come in from the industry who give you a low down on what the reality is and how the work is done in the field. What I learnt is what is helping me in my present role. One’s foundation should be strong and this institute helps you do that.

Second, the faculty is extremely cooperative. Third, the guest lecturers are largely from the industry and you get to know the ins and outs of the field. Finally, Apeejay provides you with industry knowledge and the atmosphere that you find in any workplace. They don’t treat you as a student to make you become paid employees of the future.

Had you heard of AIMC before?

To be honest, no. It was during my Internet search that I found it was rated among the top institutes. When I visited the website, I was so impressed with everything that I read there. Also, I read the reviews that were given by the alumni and all of them said the same thing: ‘It is the best place to study’. I agree with this statement.

How is the faculty? What are the skillsets you learnt?

As I said I just didn’t want to learn from any teacher; I wanted to learn from the best of the best. The faculty at AIMC is brilliant. They not only teach you are your own pace but they also give you as many projects to work on so that you can gain experience. Not all students are fast learners and unlike other colleges where the teachers give up or ignore slow learners, AIMC faculty adjusts their teaching pace.

I was a fast learner and got so many projects to work on. Every skill that I am using in my job or will probably use in the future is something that I have learnt at this institute. I would say that 60 per cent of everything that I know is due to Professor (Dr) Pijush Dutta who is the programme director of advertising and marketing communication at AIMC; 40 per cent is my sheer hard work.

What are some of the traits needed to work in advertising?

In the creative field, one must have research skills. One must know what is happening in the market and what the latest trends are. Without this, one will not be able to excel in what other brands are doing. Second, one can’t measure one’s success entirely on the projects that one has handled alone; it is a team effort.

What are the challenges of working in this field?

There are so many and differ from person to person and in the area of specialisation. One has to not only fight peers but seniors as well to create space for yourself. Second, not everything is glamorous in this industry. Three, if you want to work in this sector to earn quick money, it is not going to happen. To have a great pay package, a lot of hard work is required.

What is the best part of advertising?

It makes you a better version of yourself. When you work, it changes you. When you work on a brand campaign, the psyche changes. It also helps you explore your creative side.

What tips would you share with present Apeejayties who want to work in this sector? First, one has to be persistent. Second, be prepared for the competition, it is fierce. Three, be brutal in your thinking; come up with ideas that will blow your client. Break the idea, don’t break yourself.

Shalini is an Executive Editor with Apeejay Newsroom. With a PG Diploma in Business Management and Industrial Administration and an MA in Mass Communication, she was a former Associate Editor with News9live. She has worked on varied topics - from news-based to feature articles.

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