Scholar-Journalist of the Week: Getting a taste of the advertising industry

“At the age of 5, I decided I wanted to join a dance class. After checking out various academies and classes, I figured I had the most fun during my Kathak class. I understand you must be wondering how this piece of information is relevant,” asks Koushiki Banerjee , an alumna of Apeejay Institute of Mass Communication (AIMC).   

Koushiki further says that she started learning Kathak from the age of 5 and performing professionally when she was 6. She mentions that the literal translation of Kathak is storytelling through dance and she has been a storyteller since she was 5. Koushiki further shares an incident from her graduation days when she watched the movie “The Wolf of Wall Street”. The advertising enthusiast says, “There was a scene where Leonardo Di Caprio held a pen in his hand and he asked “sell me this pen”. It blew my mind to think how for so many years I never truly thought about “Why do we buy?” The influence that a simple advertising or a tagline can have over us was unknown to me. I was intrigued and I started reading more about consumer buying behaviour,” she shared.

This is how Koushiki’s journey began to learn about the advertising industry. In her graduation in Journalism and Mass Communication, she allowed herself to explore and learn about everything about the media industry. And needless to say, advertising excited her the most. “Advertising is a fun, exciting and fast-paced industry. There’s something new to look forward to everyday. If you are someone who hates sitting idle or has too many stories to share, advertising is the place for you.” Read edited excerpts of the interview as she explains her aspiration to grow in the advertising industry.

What inspired you to write this article?

As I mentioned in the article, not everyone in my position gets the opportunity to sit in the same room and learn from their recruiters. It is important that other students realise that an opportunity like this is available in Apeejay Institute of Mass Communication. For our PPM presentation, one of the guests present there to judge and review our work was Mr. Arijit Sengupta, Group Creative Director of FCB Ulka. Cut to one month later, I am writing these answers from my desk in FCB Ulka.

Also Read: Getting a taste of the advertising industry

You mentioned ‘Brand Case Study’ in your article? How does it add to one’s learning? What skills media professionals can develop from such a session?

Even though I have been studying advertising for more than 4 years now, I never truly understood what it truly meant to be an advertiser. Brand Case Study truly was an eye opener. It allows you to get an in-depth knowledge about what goes behind getting one campaign on the road. Before this it was all theoretical. There is only so much you can learn by reading books. Everything you think you know about advertising, will take a U-turn.

Did you also join the advertising industry? Is this your first job? How excited are you?

I recently joined FCB Ulka as a creative copywriting intern. It is my second job overall but the first one as a copywriter. I am eager, excited and also so nervous to be here. This is a dream come true moment for me. I not only get to be a part of the advertising industry; I get to start this journey with one of the best in the game.

Can you please share some tips to be part of the advertising industry?

As a fresher myself, there’s only so much I can tell you. If you are someone who is planning on joining the advertising industry having a well built portfolio is crucial. You don’t have to be working full time to build a portfolio, just pick up any brand that you like or you find their advertising campaigns interesting, check out their brief and requirements and come up with alternate campaign or TVC ideas for the same. I was blessed to be under the mentorship of Prof Pijush Dutta. Sir has so much to offer. He has been a part of this industry for so long, he knows what you are capable of and what is best for you. LISTEN TO WHAT HE HAS TO SAY! Lastly, never stop thinking, observing, learning and listening. Inspiration can come from anywhere.

What are your future plans?

As a fresher, currently, my entire focus is on learning as much as I can. Hopefully after a few years I’ll proudly return to Apeejay as an alumna looking to recruit advertising enthusiasts just like me.