Post Graduate Certificate Programme in Crafting Creative Communications:Crafting CopywritingMudra Institute Of Communications, Ahmedabad
Frequent Asked Questions
This course does not require participants to have passed CAT (Common Admission Test). However, a Bachelor's degree or an equivalent qualification in any discipline recognized by the Association of Indian Universities is requisite.
With every new batch of Crafting Creative Communications (CCC) programme at Mudra Institute of Communications, Ahmedabad (MICA), we hand-pick a bunch of boat-rockers, mavericks, wranglers and disrupters-of-the-status-quo and put them through a creative commando boot camp. Then we release them on an unsuspecting world as Copywriters, Art Directors and Television commercial makers.
Students of MICA's CCC programme have bagged nominations and awards at the IBDA'A Awards for Creative Excellence, Dubai. They have also won the Addy Awards, USA, including one Best-of-the-Show award. They are working in global media companies, advertising agencies and production houses many aspirants would give an arm and a leg to get into.
As you go through the creative work presented here, be prepared for discomfort: it may shake you up and disrupt your daily routines. After all, they are expressions by bright youngsters who have realized that their backbone can be used not just to stand upright but to whip up courage to think and express themselves differently, too.
Elective module: Crafting Creative Copywriting
-The Writer's Attitude: The art of writing is actually the art of re-writing. Discussion on why writers need to develop a passion for words.
-Overcoming the Writer's Block: The craft of writing involves two stages - creating and editing. Workshop on 'How to Suppress the Editor in You and Let the Creator in You Do its Job.'
-The Art of Description: Ninety per cent of all writing is about some kind of description. Workshop on techniques to improve descriptive writing and characterization.
-Instant Vocabulary: Discussion and workshop on how to understand, use and improve your communication skills using the right word in the right place.
-Getting to the Core Message: Understanding the creative brief and extracting the essence of the proposition. Exercises to help discover what the sales message should really be.
-Using the Eight Senses for Persuasive Writing: Evocative writing involves using all the senses. An adventure through 'The Land of Show, Don't Tell!'
-Tone of Voice: Understanding how tone of voice is crucial to advertisement effectiveness and brand image. Exercises to discover that there is more to the tone of voice than 'warm and friendly'!
-Process Writing: Copywriting often involves explaining processes, such as in user manuals, manufacturing processes, or directions for use of complex machinery or equipment. Exercises to understand prioritization, sequencing and how to avoid ambiguities.
-Direct Mail: Discussion and exercises to understand the various elements of a DM package, including the economics and logistics of DM, the envelope, the offer, the cover letter, the main leaflet, the response device, tracking and follow-up.