Indian media and advertising industry is plagued with more and more senior professionals shifting across organisations. And, poaching has evolved into a threat for the entire industry. With majority of seasoned professionals being ready for a switch, agencies are shying away from training new talents and the Rs 10,000-crore Indian advertising industry seems shrinking for the youth who are being deprived of their due.
Considering the need for training and perceiving the demand for trained individuals, Sajal Mukherjee masterminded Futuristix Media Communications Center. He zeroed in on one factor – Poaching. “It is largely due to the industry’s inherent culture of poaching which hardly leaves any opportunity for the youth,” he said.
The institute, based in Kalkaji, New Delhi, is expected to start functioning from the middle of this month. The one-year post-graduation course of advertising, media and marketing would
Asked how FMCC – his brainchild, would play a significant role in combating this disease and uprooting the obstacle for the young wannabe media professionals, Mukherjee retorted that it was a sheer demand-and-supply situation and the supply side was far weaker to meet the increasing demand. “Ad industry is accelerating at a high speed to deliver the desired results. Obviously, demand is high for good talented professionals but supply is comparatively low,” he observed. “This is one of the industries where people need to have an innovative edge and broad perceptiveness along with the fire in their belly. People want quick solutions without compromising on the quality and at the end of the day, what counts is the quality time that you spend on the client’s brief,” he said.
As he felt that success in these days, required a right mix of theory and practice in a specialist trait. “I am bringing the sociological and the psychological aspects of the profession so that the trainees can understand the consumer better,” said Mukherjee.
But how would FMCC accomplish inducing hardcore competitiveness and innovation into students? “Most of the institutes do not give a database to the students to work on. Here, at FMCC we will share exhaustive database and thereby create the most indigenous knowledge base for the industry. We maintain a balance between the theory and the practical approach. We will be doing it as a mix to ensure a strong base for the student.”
Other media professionals were quick to acknowledge the problem of lack of talent. “In these days time being of premium value, there is virtually no time to train people. We all like our food cooked in microwaves. The cooking is faster and the food delicious. The same applies to fresh media and advertising professionals. They need to be market-savvy and would be ready to produce good quality work,” said Anita Nayyar, Executive Director, Starcom Worldwide.
“I think our industry has a definite want of specialised training course that addresses the vacuum in the market. An institute that combines the best of academia and practical insights is greatly needed,” echoed Archana Pillai, Executive Publisher, Ogaan Publication.
Identifying Mukherjee’s endeavour as a good initiative to improve the talent pool available to the industry, Vivek Srivastava, Executive Director, Triton Communications, said: “The learning herein would be a good mix of theory and practice to give the industry ready-to-use entry-level people and even refresh the skills of the middle-level personnel.”