Juggernaut of the Media Industry

Mohit Agarwal, Ad-PR, 2011-12, Secretary of IIMC Alumni Association, Born to be advertiser, avid communicator, strategist, currently working with internal agency of HCL Technologies.

In the effervescent battle to enter the unpredictable media world, we all are like pawns, taking the first steady step, not knowing what lies ahead. Armed with just the madness “sword” of passion for the industry, we try to win through. But what the industry offers as the stepping stones are oasis-like shaky moss. You know, you got to step onto it, but as soon as you do, it starts sinking. In such a situation, you come across a weapon, which could catapult you straight in the heart of the industry – IIMC Entrance Examination (IIMCEE).

The EE for IIMC are not like any of the other animal-named EE for A, B, C, D schools. It’s different. Calling it difficult will be an understatement.Calling it indifferent will be like hallucinating yourself with it. Instead I will call it a ‘neo’ approach. A modern day evaluation of how much you are connected to this world – not just what you love in media – ads, journalism, films, web, etc. but the WORLD by and large. What the EE judges all in is your knowledge of what is happening in the world and your eye for such info. I think that is the reason why there do not exist a TIME or an AKASH like coaching centers to equip us in such a way that we can crack the EE. As rightly said so, skills are imbibed by practice, attitude by application and knowledge by the attitude of the skills. The 1st basic mantra for preparing for the exams is stay connected with all the current affairs and recent happenings in the media world. Right from a uprising in the south, to a demand of a new state in the west, or a new media icon in the east or a new tourism campaign for the north. Needless to say, know it all about each. If you are hooked on to newspapers and indulge in discussions on social media about these, diverge and imbibe as much as you can, I think half the battle is won already. For ADPR aspirants, afaqs and exchange4media is the holy book – if you want to make media your religion, better read the book often.

Another aspect is brevity. Wars and battles have not been won by trying to last longer and make the battle look herculean, but it’s about instantaneous and instinctive approach to go for the kill ASAP. When planning to appear for the exam, start sharpening your writing skill. Knowing the fact that most of us, at this age shelve the paper pen relationship and have already adapted to the finger and keyboard format, but the beauty of the EE is the challenge it holds – the old school, no MCQ, small questions to which you need to give brief answers. Especially for those appearing for ADPR, brevity is something we will have to practice for the rest of our lives, whether filling brief sheets or writing ad copy. The EE gives you 1st hand experience of the same. Good thing is to be prepared.

And if all this was not enough, IIMC unleashed another method of defense from its Pandora’s box – MATHS. This five letter word has been the reason behind sleepless exam preps for most of us. Just when we thought, after moving out of school, that we have buried this fear deep within and we would not have to face it again, kaboom!! Here it is again. What the EE has is basic class 10-11 maths. Just days before the D-day, brush them up again. The course has nothing to do with maths, but for some reason it is there.

A few quick ones:
 Scan through some Superbrand’s recent campaigns
 Analyze key figures in the politics, business and sports field who made it to the headlines recently
 Try to be yourself in answer, there is nothing right or wrong. The whole paper is about view point and opinion
 Do not attempt the question which you think you know all about – you will tend to write essay on that, instead answer that question first which makes you think and write

Sign off statement will be that while preparing to bell the …., I mean clearing the entrance exam, try to make your interest your hobby. As Bernard Shaw rightly said –
                    “Happy is the person who earns his living by his hobby”

The more edgy you are, the better you will perform. Trust me, I was. EE is not the hurdle, what follows is – GD/PI. Have nightmares of them, instead dream about EE.

Let’s hope this piece helps you. One last statement is that you must have realized I have lost the skill of brevity and its now more about deceiving writing with lots of unnecessary words, subtly put, creative writing. That’s what 9 months of IIMC do to you. To all those who have the passion for the industry and want to die when living it, see you in the industry.

Cheers!