The creative world of ad visualisers
Sanjay Austa
t one time or the other, almost all of us have been exasperated by the commercial breaks butting in between our favourite television programme. The advertisements goad us to buy anything from a detergent powder to a luxury car. The visuals are attractive and made to draw in the viewer. 

Women should look beyond ‘soft options’

Pervin Malhotra, Director, CARING



The creative world of ad visualisers
Sanjay Austa

At one time or the other, almost all of us have been exasperated by the commercial breaks butting in between our favourite television programme. The advertisements goad us to buy anything from a detergent powder to a luxury car. The visuals are attractive and made to draw in the viewer. From special effects to half-naked girls, no efforts are spared to prevent the viewer from grabbing the remote to change the channel. To influence the public into buying its products or services is after all the basic goal of any advertising, whether visual or oral.

Behind these advertisements are ad visualisers. It is a creative career where one must be endlessly innovative and bubbling with new ideas. Before the television era, the only media used for advertising was radio, newspapers, bill-boards and hoardings. Ad visualisers are therefore a new breed of professionals, born with the advent of the television.

The economic liberalisation and the changing social trends have shown rapid growth in the advertising industry, especially in the visual media. Ad visualisers are therefore on top of their career heap.

Advertising is all about brand-building through effective mass communication. It helps to create demand, promote the marketing system and boost economic growth. Advertising is used by all sorts of players, including brands, companies, personalities or even voluntary or religious organisations. All of them need to reach their target audience. The ad visualiser, therefore, is in an important position in the advertising world. A career of an ad visualiser may be quite glamorous, but is also very challenging and the bar of competition increases as more and more agencies open up.

Ad visualisers are the linchpin in the creative department of an advertising agency. They often work closely with a copywriter, create original ideas in the form of dummy designs or layouts. They work on the visual concepts and decide how the ad will eventually look. They do the overall layout of message, including graphics, sketching, etc. The ad visualiser must have a formal qualification in art (BFA), preferably commercial art. Increasingly, knowledge of computer graphics is becoming a must.

He or she should be artistic and able to think creatively. A degree/diploma in commercial arts or fine arts as well as the knowledge of designing software like Photoshop, Pagemaker, Corel Draw etc. are often the required qualifications.

Preeti, an ad visualiser with a leading advertising agency in New Delhi, says that besides the requisite degrees and diplomas, the most important quality of an ad visualiser is that he or she should be able to see in many dimensions. "The ad visualiser should be able to visualise creatively. He or she should be able to see things in different perspectives and from different angles," she says. According to her, to be able to work effectively in a team is also an important aspect of an ad visualiser’s job.

Like all other creative fields, ad visualisers should be able to bear work pressure and long work hours. "There is a time for coming to office but no time for going home. It depends on how many proposals you have. If there are none, one can leave early too", says Rohit, another ad visualiser in an advertising agency in New Delhi.

The salary structure for an ad visualiser is quite high and if you are creative enough then sky is the limit for you. A trainee ad visualiser usually starts with a salary of Rs 10,000 and as one gets promoted the remuneration increases manifold.


Pervin Malhotra, Director, CARING
Women should look beyond ‘soft options’

Sports quota

Q I play football and TT in school. Will this give me preference as far as getting admission to a good college is concerned?

Gurvinder Singh

A Mere participation in sports at the school level will not qualify you for the sports quota in a good college.

Those who apply through this route are called for trials and they are ranked on the basis of performance. Universities stipulate certain conditions under which students are graded on their performance at the zonal and national levels.

Then, too, different colleges within the university may give different weightage, ranging from 10-15 per cent.

Similarly, students who have a proven track record in elocution or performing arts can also avail of the extra-curricular activity quota, provided they have the necessary certificates. They are similarly awarded weightage on the basis of their performance at the campus trials.


Q I wish to make a career as an Intelligence agent with the Research and Analysis Wing. Please tell me how should I go about it.

Harjeet Singh

A Recruitment to the Research and Analysis Wing (RAW) (which is technically under the Cabinet Secretary) is conducted in the following manner:

Direct recruitment: Deputy Field Officers (GD) Class II non-gazetted level, equivalent to Sub-Inspector in the police are recruited directly to the Research and Analysis Service (RAS).

DFOs are recruited for GD, Telecom. Other than GD, the rest are promoted to FO and then RO (Res Off) in their respective cadres.

Field Officers (equiv to Inspector) and Senior Field Officers (equiv to DSP) are appointed on seniority. You need to work for a minimum of eight years as DFO to be promoted to the next level ie. FO. Similarly, after a minimum of five years as FO, you can be promoted to SFO (Class I)

Foreign postings are only for FO (GD), SFO (GD), Under Sec, Dep Sec, Director, Jt Sec and Addl Sec.

Recruitment at the lowest Class I level is that of an ‘attache’ (OSD) on a payscale of RS 8000/- pm. and during the probation period, you are designated as Under Secretary (Rs 10,500/-).

As per the rules, 50 per cent of the posts in the senior cadre are filled through direct recruitment while the remaining are filled through promotions and deputation of special officers from the CBI, IT, Customs, the RBI and the state police (at the SP, DIG or IG level) for a period of 5-7 years which is extendable up to 10 years.

Senior level appointments: These are made in two ways: (i) on-campus recruitment of Civil Service candidates while training for the foundation course. Final selection is made through a test and interviews.

Specialist appointments: Generally, technical experts with some experience in government organisations are preferred. The interview panel includes experts and selectors from the UPSC.

Language specialists: Interestingly, as a part of the work involves dealing with foreign countries, RAW also recruits interpreters who are promoted to Asst Foreign Language Examiner and then to Deputy Foreign Language Examiner. Interpreters are recruited directly to the Language Cadre.

There is no SC/ST quota or reservation for any of these jobs.

Exhibition design

Q Are there any specialised courses in exhibition design? Is this a good field to get into?

Avantika Rawat

A Although exhibition design forms part of courses in architecture and interior design, the NID offers a specialisation in exhibition design in its 4-year Graduate Diploma Programme in Design. Details: .

Graduates of this programme, by virtue of their multidisciplinary abilities, can work in diverse fields of spatial design.

Employment or freelance opportunities are offered by premier trade fair organisers such as the India Trade Promotion Organisation (ITPO).

Organisations in the public and private sector, the travel & tourism industry and government agencies, museums, primarily state / government owned, and cultural institutions also afford ample opportunities for innovative work in heritage conservation.

The corporate communications/visual merchandising departments of the private sector and government-run emporia such as Central Cottage Industries and State Emporia also offer excellent potential.

Q I am a student of Class XII (PCBM). Could you please tell me whether, given a choice, girls should prefer to study BE or MBBS? This will help many like me take a right decision. How many women are there in these fields?

Richa Lakhotia

A Agreed, making a career decision is not the easiest thing in the world. But please don’t let mere statistics guide your choice of career. Numbers don’t count. Your calibre does. Today success knows no gender, nor does it make any difference on the shop floor. Success comes to those who dare.

While there may be relatively fewer women in the traditional branches of engineering like civil or mechanical that involve working outdoors, on site, or on the factory shop floor, there are any number of hot-shot electronics and computer engineers who are women. And the same goes with doctors.

Both medicine as well as engineering are top-of-the-line professional courses, which leads me to believe that you are keen on pursuing a professional career. It is therefore very important to go by your interests, aptitude and inclination rather than conforming to outdated beliefs and assumptions. Which is certainly not to belittle certain practical considerations. For instance, if you are really keen on medicine but don’t savour the prospect of being on call round-the-clock, you may opt for fields like dentistry, ophthalmology, dermatology, plastic surgery etc, which pose fewer emergencies. Of course you must be prepared to endure the comparatively long duration of study that specialisation and super-specialisation in medicine entails.

But do also consider this very obvious fact: if we continue to opt for the typical ‘soft options’ that women have been traditionally pursuing, we are bound to remain confined to the conventional age-old stereotypes.

Please send in your query, preferably on a postcard, along with your full name, complete address and academic qualifications to: Editor, Query Hotline, The Tribune, Sector 29, Chandigarh-160020, or at [email protected]



1. Who has been appointed the President of Iraq?

2. Name the first civilian passenger aircraft to be designed and developed in the country.

3. Who is the new Chief Justice of India?

4. To which country does the Miss Universe 2004 belong?

5. Which district of Punjab has the lowest child sex ratio (CSR)?

6. In which city is the National Aerospace Laboratories (NAL) situated?

7. Which country's suspension was recently revoked by the Commonwealth?

8. Name the author of the book "Shivaji — Hindu King in Islamic India".

9. Who is the Chief Minister of Karnataka?

10. Who recently became the first woman to scale Mount Everest four times?

11. Name the disciple of Pandit Ravi Shankar who will perform a 13-minute composition of his guru for the commemorative ceremony of the July 2004 Athens Olympics.

12. Name the coach of the Indian hockey team.

13. What is Bangladesh's highest total in a cricket Test match innings?

14. What is the world record for the most catches in a cricket first-class innings?

15. Who has hit the maximum number of sixes in Test cricket?



School address...............

Winners of quiz 207:The first prize by draw of lots goes to Ambika Sood ,X, Auckland School, Lakkar Bazar, Shimla.

Second: Shekhar Sharma, X-B, Kendriya Vidyalaya, FRI, Dehradun-248006.

Third:Ankur Taneja, X, St Meera Convent School, Sardulgarh, district Mansa-151507.

Answers to quiz 207: 25; Chandrayaan-I; New York; China; Boy and a Pipe; Uttar Pradesh; Bangalore; 50; Kuchipudi; The Early Stories; Michael Schumacher; Denmark; Roger Bannister; 89; South Africa.

Cash awards of Rs 400, 300 and 200 are given to the first, second and third prize winners, respectively. These are sent at the school address.

— Tarun SharmaTop