Sneha Nair

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It’s a strange little world we live in. I’ve spent 21 year and 7 months in it and I can tell you one thing, it has a wicked sense of humour. I love being an advertising student in India. With over 4 million people doing what they do, how they do it and the things they do it for; I wonder how anyone can be bored or lack inspiration with so much around. It’s been 7 months into the XIC program and since education is the worst thing that could have happened to me (for the rigidity in thinking it brings), I clouded my head with words like target group/audience, psychographic, demographic, insight and a couple more. I didn’t realize how much all these jargons and textbook definitions had affected my creativity and most important of all, my thought process. It took 2 whole days, 6 hours each day and a certain Mr. Cajetan Vaz to break it down. Crack open those human basics which I had forgotten. Take us back into the good ol days when simple wasn’t so difficult to achieve. Advertising, according to Webster, is the action of calling something to the attention of the public especially by paid announcements or in our case, advertisements. For me, and this is my interpretation of the topic given as well, advertising or making an advertisement, no matter what the medium be, is all about human connect. By using the jargons mentioned above, I use to create aliens in my head when thinking about who this advertisement should and would talk to. Creating acts is talking to Mrs. Chandra Iyer, my 8th grade math’s teacher who makes the world’s best Bissi Bella Bath but still grinds her own spices fearing inferior quality or even a mass manufactured sambar powder. To tell her, to speak to her and make her realize that maybe by using a pre mix, which meets her home blend spice’s standard, she can now spend more time with her family or pick up that sitar which has been rusting in the corner. It’s a fundamentally changed world and with that has changed strategies of communication...
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