‘This college helped me unleash my hidden potentialities’

He describes himself as a storyteller, visualiser, and conceptualist trying to figure out about the box which everyone says to be out of. Having completed the ADMC course in 2023, this alumnus of Apeejay Institute of Mass Communication (AIMC) emphasises the importance of delineating the fine line between thinking and writing to simply provide innate justice to creative ideas. Meet Sohon Simlai who has seamlessly blended his academic background with the art of expression.

“As a Political Science graduate from Calcutta, I have today successfully transitioned into the realms of advertising and writing. I never realised my aptitude for hands-on scriptwriting until I joined AIMC,” Simlai said.

In an impromptu interview, he talks about how this institute helped him attain success in his chosen profession.

Tell us about yourself and your work.

I always had a great interest in theatre, even back in my school-college days. This love later turned into filmmaking and working closely with the production house teams. While working with them, I realised I have a knack for writing scripts. So I joined AIMC, pursued Advertising and Marketing Communication, and got placed at a prestigious company. Now, I have been working as a copywriter for the last seven months.

How has AIMC helped you grow?

Entering the advertising industry was like a mystery for me, initially. A mystery that I wanted to unveil. Stumbling upon the course at AIMC led me to explore the creative realm in-depth. The institute not only gave me opportunities but also helped me learn that creativity is not quantitative, it’s all about pushing the limits of your imagination.

What motivated you to embark on advertising?

I have always been drawn towards the idea of sharing compelling stories that resonate with others and are shared. The field of advertising became a natural outlet for me to express my words and creativity.

Did you face any challenges?

After all these months of exploring the advents of creativity, I have learnt that there is no right or wrong when it comes to the advertising industry. Therefore, the biggest challenge that I faced was how to defend my idea or art form. Every advertiser should be able to justify their creativity.

How do you stay updated on the latest trends in the advertising industry?

The teachers of AIMC were extremely knowledgeable. They used to share their inspiring stories. Other than that, I follow a few curated pages that every marketer must start with like MoM (Mad Over Marketing) and Afacts to name a couple.

Share a successful ad campaign.

There was a sports event campaign which was very successful. I curated that idea. Evolving beyond mere ideation, my approach focused majorly on delivering a refined end product. The campaign featured a distinctive and impactful tagline. Later, it transformed into a popular AI-generated feature that resonated with Gen Z.

How long did it take to write the script?

The idea clicked with me instantly. The script and articulating the thought took more than a week to craft but it was all worth it. The entire scripting was wrapped up in two weeks.

Tips for aspiring people who want to join the advertising.

Remain disciplined. It is also important to prioritise your health to enable your brain to function cognitively. Maintaining both physical and mental well-being will a positive mindset for clear thinking and creative breakthroughs.

Fond memories of your college days.

College days were so captivating and fun-filled that all I needed to do was to wake up and head to my classes. The way guest faculties used to talk about their industry experiences was brilliant. Those moments were not just about education; they were a glimpse into rich experiences and inspiring journeys.

What’s your aim/vision?

I believe in working hard so that one day I win the Abby Awards; they are the Oscars of Indian ad awards to honour creative excellence in advertising.