It promises to be a gift to those aiming at honing their skills in marketing communication, advertising and creative promotion of brands, images and products.
Ad film maker G S Shridar - the former creative director of Lowe and Mudra - has come up with Creative Seismic Vibrator, a training package, for young brand managers. The package, he claims, is a first-of-its-kind in the country,
Packaged with ads and proprietary inputs, the training modules contain hundreds of classic and contemporary international ads. Several case studies and three proprietary approaches, which demystify certain processes leading up to creative development, have also been incorporated in the package. The modules explain issues like disruption, long-legged ideas, credibility, humour in advertising, and Insight Mining as well.
Here are two teasers from Shridar's modules: What are the parameters to decide which is a better advertising, Manikchand or Hutch? Which ad scores high on creativity quotient - ads for Cannes or the autorickshaw?
Shridar feels his explanation will provide professionals with the correct answers, explained through logic, and help them to have a better grasp of the subject.
"Having observed the advertising industry from close quarters as a creative director, I have always felt that there is an inadequate understanding even among some professionals on processes relating to creative solutions. This is more predominant at middle and junior levels of brand management. That's why, the best aspects of advertising are often forgotten and misunderstood. Hopefully, marketing organisations too would be interested. After all, their executives are dealing with agencies on a day-to-day basis. An understanding of key aspects of brand communications and creativity will therefore help them brief agencies better and evaluate their work better," he explains.
Successfully test driven and fine-tuned at country's leading business and communication schools, the programme is now ready to be launched. "Typically, it is distributed through 90-minute lecture modules, excluding Q&A and in-session discussion time," he adds.
Shridar has already used this material to conduct integrated programmes in some of the reputed institutes like the Madras Ad Club, AIMA's marketing management course at Loyola College; College of Arts, Karnataka Chitrakala Parishath, and Srishti School of Art, Design & Technology at the post-graduation level.
Different edited versions of the programme have also been used by the management committee of the Ceylon Petroleum Corporation and another advertising agency in Colombo.
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