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More scope for Copywriters - 28-Dec-2013
In India, advertising industry has grown enormously, after the economic liberalization in 1991, which resulted to a better Indian economy with entry of wide variety of new goods and services into the Indian market.
Following this, the demand for advertising professionals is greater. Particularly for copywriters, who have the knack of bringing out arresting headline or the telling phrases that prompts mass purchase decisions. To tell in simple terms, copywriters express creativity in words or ideas, to sell clients products/brands and services.
Creative writing for a product, either new or old begins with the copywriter, who has to write the copy to promote a product or service.
Essentially, ad copywriters work as members of a team managed by a creative director. They draft words or copy, while an art director supplements copy with visual images. It is the challenge for the copywriter to bring out appealing captions to persuade customers to purchase a product, service, or brand.
Though specific education qualifications are not required for copywriters, it would be good to posses graduation with sound language skills.
There are hardly any specific courses to groom to be copywriters.
Ahmedabad based, Mudra Institute of Communication (www.mica.India.net) offers a six-month certificate programme in crafting advertising.
Other institutions that offer courses that can bring out copywriting skills in individuals are:
Indian Institute of Mass Communication, New Delhi
Xaviers Institute of Communication, Mumbai
Institutes of Bharatiya Vidya Bhavan
Narsee Monjee Institute of Management Studies, Mumbai.
Indraprastha College, Delhi University
Sophia College, Mumbai.
Most polytechnics offer diploma courses in advertising.
Subsequent to the economic liberalization, after 1990s, the demand for copywriters augmented as ad for products became more imperative.
Pay package depends on the size of the agency and the skill of the individual, somewhere between Rs 10,000- 12,000 for trainees. Copywriters in regional language are likely earn much lesser that the above said amount.
Although start-up pay is low, it just takes a year or two for a promising copywriter to earn fat package depending on individual creativity, the size of the agency, and its volume of business.
Pay packages are generous, but need to be prudent to strike the right deal.
Copywriter faces fresh new challenges every day in drafting eye-catching captions. One day could be working on a TV commercial and the next could be writing copy for a radio jingle or print ad.
With lot of challenges in the work, copywriters require creative energy, imagination, ability to deliver under pressing deadlines, and a keen interest in people and their lives.
Copywriting profession is to all youngsters with a feel for words and word play.
For young people with a creative interest and vocabularies to match, its an exciting career option in the advertising industry, which is at take.
