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Young World
Jingles all the way...
SAHANA CHARAN
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Ads, ad jingles, shooting them — all spell creativity and excitement. After attending The Hindu-NIE workshop on ad film-making in Bangalore, a few of the students wanted to pursue a career in Advertising. As one of them put it "it was a great experience".
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Telling point...Resource person Ms Janaki Sabesh has a captive audience in Bangalore.
It was all about jingles, positioning, clients and the creative genius. The world of advertising is as exciting as it is of hard work, instinct and creativity — blended to create the perfect campaign.
And this fascinating world of advertising was recreated and communicated to select students from standards IX and X at the Ad Film Workshop organised by The Hindu as part of its Newspaper in Education (NIE) programme held recently in Bangalore .
Time for a break... of the commercial kind.
For the students, it was a new experience — about a profession that they knew little about. As many as 50 students from 10 schools in Bangalore took part in the unique workshop which taught them a thing or two about the working of an ad agency, client servicing and so on.
The resource person, Ms. Janaki Sabesh, an advertising professional with many years of experience in the field, spoke to the children about the three objectives of advertising — to inform, to persuade and to remind — the social concerns connected to advertising, what the consumer looks for in a product and how to convince him to buy it through advertisement. She also highlighted what role each department in an agency plays in the conception of an ad, who a client is, different types of commercials, and details like budget, location, model search, shoot and post production (editing, graphics and music).
``It gave us exposure to a topic that we know nothing about. The workshop made us realise how difficult it is to create an advertisement and how much effort and hard work goes into making a 30-second commercial which we take for granted,'' said Divya of Bishop Cotton Girls High School.
Students putting their act together.
To tell them about jingles, testimonials, the celebrity route, the children were shown slides of popular television commercials. Ms. Sabesh was amazed at the level of awareness of the students regarding the ads as they easily identified most of the ads and the product.
But the final session was the most awaited, as the students were given an imaginary product called Black Magic Hairdye and asked to conceptualise an ad for the product. The creative instinct of the students is worth a mention as they came out with bright ideas incorporating almost all the components in an ad — jingles, testimonials, comparisons between two products and the like, which made for interesting viewing. Later they were asked to rate their own work.
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