So what if you are a vegan, these dream-weavers will make you fall for the lip-smacking grilled chicken. Even if you are technically impaired, you will fall prey to the latest gizmos, which these gurus make you buy. Each one of us wakes up to the mantra of ‘Brush twice a day to get a million dollar smile’ and sleep to the slogan of ‘Say good bye to mosquitoes and have a good night’. This is the power of marketing and advertising as David Ogilvy puts it, “When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.”
Advertising is a medium of information about products that promises value for money, beauty and social status. It is not about misleading consumers with fake promises, but informing people about choices and creating awareness. Hence, there comes a question as to how to attract talent in advertising, which is one of the most powerful mediums? Are you born creative? Do you have that fire in your belly? Will you be able to sustain with a few pennies?
Shiveshwar Raj Singh, Group Creative Director, Draftfcb Ulka, feels that one needs to get into advertising with passion and it has to motivate one. “I think advertising is a discipline which is totally under-studied and one needs to study advertising and know about its history and the works of some of the creative people, otherwise you will end up repeating the things that have already been done.” According to him, advertising is not just a job, but a way of life.
Experts believe that one needs to present them in an interesting way, which is extraordinary because advertising is no longer a regular formatted portfolio.
According to Shivjeet Kullar, Creative Director, Noshe Group, advertising is not a career in which you do your job and go home, you need to have the passion for the creative and the job. “In advertising, don’t expect lot of people to tell you to how to do things, you have to learn a lot on the job by observing things and studying,” Kullar said, adding, “Be sure to get noticed in advertising, because that is the key to success.”
Advertising is a talent driven industry, however, with the advent of the digital revolution, creative experts feel that advertising has a long way to go in order to catch up with the digital invasion.
Vineet Mahajan, Head of Art, McCann Erickson, Delhi, believes that advertising is all about open thinking, and if one has an idea, he/she can put it forward and if people like it, they will themselves take it forward. He goes on to say that it’s a very low paying job to begin with, but it’s probably the fastest growing format with a lot of fun filled work. He feels that the format in advertising has changed and a lot of new formats have come up, which demand thinking out-of-the book in an entertaining and engaging manner.
Above all, advertising means a lot of noise. It’s a choice between being a part of the clutter or breaking through the clutter, and to excel in the profession, one has to cut through the clutter with exceptional ideas and strategies.
Shiveshwar Raj Singh, Vineet Mahajan and Shivjeet Kullar were speaking at a panel discussion that was part of the Traveling One Show, which also held a special screening and exhibition of some of the best works from the winners at One Show in Delhi.