Guj ad ind faces talent crunch
Vishruti Sharma, a communications graduate from the state moved to Delhi as a copywriter in a reputed firm for want of good opportunities in Gujarat. And, she’s not the only one.
Advertising agencies in the state are facing a talent crunch as many aspiring young advertising professionals from Gujarat prefer greener pastures outside the state when it comes to placements. In spite of housing some of the finest institutes, marketing passouts prefer to work out of Gujarat.
Many aspiring young advertising professionals from Gujarat prefer greener pastures when it comes to placements.
"Gujarat needs an organised platform to encourage the advertising and marketing communication area. Most of the students, who graduate from premier institutes like Mudra Institute of Communications, Ahmedabad (MICA), prefer to work in metros, where there are better opportunities and more money. It has become very difficult for the ad world to get talented professionals willing to work within the state," says Sanjay Chakraborty, Group Director, Triton Communications, Ahmedabad.
In fact, ad agencies have had to refuse many good projects due to shortage of creative talent.
"The problem in Ahmedabad is severe in spite of the presence of good ad agencies.The talent crunch in Gujarat is so acute that we have had to say no to a lot of projects in the recent past. Also, the placement companies are clueless about organising talent. Big communication organisations and ad agencies should come together to create opportunities for the talent," says Amit Desai, Partner Corporate Leadership team, Hanmer MS & L Communications.
In spite of giving the world great business models and entrepreneurs, the ad industry in Gujarat is feeling the pinch when it comes to attracting talent in the field of advertising, marketing communication and brand management.
"There are hardly one or two big advertising agencies in Gujarat, so a city like Mumbai becomes the obvious choice for people who want to be a part of the entertainment industry. In Mumbai, you work with the best of the lot and get more clients and better scope to explore your talent. And one gets paid according to the city one works in," says Spandan Mishra, who works as brand strategy associate at Leo Burnett ad agency in Mumbai.
Some attribute the slack in inward flow of talented professionals to the lack of awareness about the ad potential of the state.
"Very little effort has been made to develop professional skills in planning, strategy or media management in Gujarat. This is reflected in the absence of advertising clubs, creative forums, seminars on advertising and communication. Ahmedabad has world-class institutes of management, design, architecture and communication in light of which this gap in the industry is particularly stark," says Chandan Nath, President, Mudra Ahmedabad.
But there is hope as the entire marketing environment is forcing corporates to change their mindset.
"Gujarat is yet to take a sophisticated view of branding and marketing. And young talent would go where there is opportunity. But the conservative approach towards the concepts is changing slowly with corporates now looking at advertising as an investment instead of a cost. Even factors like retail revolution and consumer awareness have led to the change in the market scenario in the state," feels Falguni Vasavada-Oza, a faculty at MICA.
To tackle the talent crunch in Ahmedabad, ad agencies have taken it upon them to raise the standards of advertising in the state. Take for instance, Brand Klub Ahmedabad, an initiative of Sanjay Chakraborty.
"This year Brand Klub, in association with Gujarat Gas Company Ltd has awarded a scholarship to the deserving student for the a course in corporate communication and advertising at Ahmedabad Management Association. Besides, the club invites ad gurus to the city to help us groom talent by improving their professional competencies," Chakraborty says.