Page 13 - PR Communication Age MAY 2016

the final year Board Examination got tucked away at the
back of his mind. All work in his loving area as a copywriter
with Rediffusion (Mumbai) where he worked throughout his
second year with no studies finally took its toll. He was pulled
up for near zero attendance before the crucial third year
of his graduation; which was when he requested his college
authorities for one-year break.
Basically what he thought of was that it would be his expe-
rience which will help him to grow in his field of choice, and
after gaining confidence in his field of creative work - his
graduation nearly becomes a formality. This truth comes
out when we track the mind of this lad who has started
with many jobs even while at his college.
What he realized was that he basically likes to remain as a
part of creative team and his main passion is on creating
whacky ads, while in his course in St. Xavier's college he was
being taught the basics of management & accounting. Thus
Mr. Mukherjee's resume doesn't mention anything about
his graduation, only features his works with clients like
Airtel, Tata Steel, Taj - because of his association with
McCann Erickson, the leading advertising firm.
He was fully dedicated to his work and when he was men-
tally ready - his employer also says that they are happy with
his idea and besides in a creative field like ad world it is only Mr. Thomas Koshy, being checked out in his erratic resume
the idea that matters to them - ad industry do not bother
the fabric / academic background. Now this experience is
not on the syllabi of any graduation or post-graduation
course and it indicates that our present generations are
hungry for success & job security and our education system
needs a serious reality check.
It is definitely heartening to see a lot of collegians coming
up on their own, but it is also unfortunate that many stu-
dents like Mr. Mukherjee sacrifice their college life. Gradu-
ation isn't only about classes and examinations; it's the all-
round experience of being on campus and learning about
discipline and social impact on life.
This emerging workforce obviously doesn't care much about
that and prematurely takes up assignments. While they do
it mainly for the monitory consideration, some may also feel
that the striking disparity in education and the real world
"There is only one way to avoid criticism: do nothing, say nothing, and be nothing."
makes them stray away. On the other hand many parts of
our college syllabi have become redundant for the real
world and proves to be irrelevant for many.
But the main danger with such people is that the degrees
are becoming mere formalities because 'experience' mat-
ters more while there is nothing like a solid academic foun-
dation to support the career. This new emerging workforces
also like to change professions frequently/regularly, how
are they going to sustain the change without real
education?
Notably, this emerging workforce finds an astounding dis-
parity in education within the sacred walls and the business
within the office cubicles. Most of the things they are learn-
ing in the college aren't wrong, but these are irrelevant for
what they are interested in - creative thinking/writing and
altogether the ad world require innovative approach in the
entire perspective - which is not possibly included in their
graduation course.
Again another aspect in the mindset of these new emerg-
ing workforces is that - the young age is the right time to
take risks - the chances cannot be taken at the age of 40
or so.
as a call centre employee, marketing dude, copy-writer and
assistant director for TV show, a script writer doctor for
screen plays and even freelancing for news papers; currently
working as the creative head for a web-site. If you ask him
how many jobs he has been through, you won't get a sharp
reply - since the list is absolutely elaborate.
Having started off at a call centre out of 'uttered boredom
during college', Thomas has had almost nine work stars in
the past two years : from becoming a copywriter in Dubai,
currently being associated in all sort of creative works be it
in TV realty show or web-designer, he has a heavily loaded
resume. Needless to say, he hasn't lasted for more than four
months at any of these assignments.
So, there is a definite hazard in this passion. "True passion can
only be pursued at an environment where your skills and
thoughts get well acclaimed". Koshy puts it this way, 'Clog-
PR COMMUNICATION AGE May 2016 13