A PLACE IN ADVERTISING
Every week at school, we used to have two hours of extra-curricular activities. You name it and it was on the calendar.
I was sitting at the intern’s desk in J. Walter Thompson, Mumbai and my brain just said ‘What will I ever have to do with Advertising?’
I paused. Dug a little deeper; out came a memory that had been forgotten for 7.5 years now.
8th grade. Mock Advertisement for that week’s extra-curricular lessons.
We were divided into teams of eight and I fail to recall the product we were to create a TVC for. I was a very active student in extra-curricular activities but those particular two hours didn’t spark any enthusiasm in me. I chose to be the narrator for public speaking was what I breathed.
That moment, at my intern’s desk, I smiled.
To enter the Advertising industry was never my plan. To enter the Media industry was never my plan. I just liked meaningful communication and honestly didn’t want to succumb to the engineering race. But I didn’t know that I’d find such a satisfying place in this industry.
I understand that I’m simply a student right now who knows nearly nothing about the actual industry. But I know, that I’ve found a balance between what I like doing, am decent at and what I think will fulfil my purpose in life while paying my bills – something I hold necessary from a session at Initiatives of Change, a leadership programme that helps people understand themselves and come face to face with reality.
Advertising is powerful. It is communication that can drive meaningful conversations, influence mind-sets and build brands at the same time. We can’t fathom our lives without the myriad brands, no matter how commercial they are. Advertising puts a name, a feel and a connect between people and brands. They build brands as personalities. They share a hand in shaping the world we live in every day.
Advertising sets trends, it adapts to trends and the industry needs to stay updated to stay relevant. Advertisers, I feel have a voice which can be moulded into an entertaining 30 second story, a thought provoking short ad film, an influential but minimalistic visual, a captivating audio, a tourist destination worthy statue or any other form that you can image. These voices share a role in driving the everyday thoughts and conversations among people.
Advertisers don’t just tell people to buy a brand because it’s good for them. They, now, more than ever, drive conversational commerce. They inspire people to think. That’s the new way to stay relevant that’ll go a long way. They have this unique channel where they can amalgamate entertainment, meaning and commerce together, on one platform. Advertisers create content that might not directly be related to the product/ service their client wants to sell but the way their communication unfolds does wonders.
An idea can come from anywhere and being an advertiser means to make that idea into a bridge between people’s well-being (material and social) and the commerce that drives the way of living.
I may have not known, as a Middle Schooler, that being an Advertiser was an actual profession, a powerful one at that. But now I just want to gather the tools and the knowledge to use this profession to do the best I can. I know I’ve found my place.
Find some interesting advertisements –
The Fearless Girl statue by the State Street Global Advertisers, to push businesses to have more females on their boards. Agency – McCann, New York
Rescue Rashie by Westpac Banking Corporation to help save children’s lives by an accidental drowning. Agency – Saatchi and Saatchi, Sydney
eBay’s #ThingsDontJudge campaign that shatters stereotypes in the Indian society. Agency – BBDO, India
Breaking taboos with Stayfree’s Project Free Period. Agency – DDB Mudra, India