The Counsellor - 35

THE COUNSELLOR

Sporting law

I am doing BA LLB from Delhi. I am not interested in litigation or civil or criminal law. I am an extrovert with varied interests - actually passionate about sports (hockey), which I've had to give up because it clashes with my studies. Can you suggest some new or lesser-known field of law that I could look at? I am very confused.

Kehar Singh

Do you know how very lucky you are Jansher?

Just fasten your seatbelt while I tell you about this exciting new area of law that will combine your professional specialisation and your interests.

Sports law is set to be the next cash cow for law majors in India. With sports gaining popularity and prominence, law firms are looking at expanding their portfolio in this segment, which they feel is recessionproof.

Law firms are now preparing all celebrity endorsement deals. Earlier, it was restricted to the two parties involved - the celebrity endorsing the brand and the corporate entity. However, now law firms are increasingly being approached to facilitate such deals as part of their advisory services.

Sports law in India is likely to emerge as a big area of practice in the next five years. And with the sector getting corporatised, there will be

an increased demand for lawyers specialising in this field in the years to come. Their role will be to ensure that the contractual obligations of the athlete are tailored to suit them.

Skill upgrade

I have been working for the last three years in a small private factory after doing my ITI certificate course. I am very keen to upgrade my skills but due to financial constraints, can't leave my job to do a regular diploma in engineering in a polytechnic. Please help me.

Abhilash Chaudhary

Here's an option that will fit you just fine. Indira Gandhi National Open University (Ignou) is launching a diploma in mechanical engineering (DME) in January 2009.

Eligibility for admission to this programme is matriculation (55%) or matriculation with an ITI certificate/certificate in motorcycle service & repair from Ignou. Candidates should be employed in Central or state-level, public or private manufacturing industries or in other related organisations employing similar manpower. Otherwise they should be self-employed in an equivalent capacity.

The prospectus and application forms are available on payment of Rs 100 by hand and Rs 150 by post.

Forms can be obtained from the Programme Coordinator (DME), Room No 104, Block -C New Academic blocks, IGNOU Campus, Maidan Garhi, New Delhi 68.

But hurry, the application deadline is October 30, 2008.

Research best

Our daughter who has been a merit-holder throughout, went to Canada to pursue her higher studies in biology. She is now doing research in McGill University while teaching there. We want her to come back now. However, she is refusing to do so because she says there are lesser opportunities for research in India. And even those that exist, don't pay well. Could you please suggest something she can do here that could be equally satisfying?

Kavita

Why not. Better late than never, India has decided to kick-start a talent hunt to strengthen its research base in high-end biomedical research field in the country's laboratories. Under a joint initiative between the department of biotechnology and UK’s Wellcome Trust, the government is offering lucrative packages to attract the best Indian-origin talent across the globe to augment its R&D base.

Under this programme, the early career fellow would get up to Rs 7.16 lakh per annum, intermediate fellows up to Rs 9.65 lakh and senior fellows up to Rs 12.83 lakh per-annum. Besides the salary package, they will also be offered high-end medical facilities for themselves and their families. Only those who have a proven global record in biomedical research can apply as senior fellows. And given your daughter’s passion and capability, I don’t see why she wouldn’t fit the bill.

In all, 70 fellowships will be awarded every year under the programme in different areas of bioresearch for the next 10 years, to begin with. Research professionals would be attached to different institutions to prove leadership in biomedical research, which is an area of tremendous global significance today.

Some Indian biotech firms are also doing exciting cutting-edge research. Perhaps your daughter could explore the option of working with them in her area of interest/specialisation.

Language command

What is group discussion? My English is not very good. Is good command over English compulsory? How should I prepare myself for this and the interview?

Susheel Sharma

As the name suggests, a group discussion (GD) is a discussion on a given topic by a group of participants.

It's very essential to have a good command over the English language both for clearing the written exam as well as the GD and Interview for admission to management courses - particularly the good ones.

Unless you have a decent command of the language, you won’t be able to put your views across - particularly at such short notice. You will get barely 10 minutes to prepare for the topic for discussion. And you don’t know what direction the discussion will take. You don’t need to know literary English but at least enough to put your views across clearly and cogently.

English being the lingua franca of the corporate sector, you must possess excellent written as well as oral communication skills to succeed.

But, nothing is impossible. If you work on building your vocabulary and improving your language skills in dead earnest right away, you’ll be amazed how quickly you pick up the essentials.

Join a coaching class which can give you practice in participating in mock GDs and interviews to gain practice and overcome your hesitation of speaking in public. Alternatively, form a group of your own and discuss a variety of topics within a stipulated time frame, so that when the actual time comes, you are not taken by surprise. Keep yourself updated about current events, economy etc. For the Interview brush up on the subjects that you have learnt during your graduation or if you are working, read more about the latest happenings in your field.

English is not our mother tongue, so it’s quite natural if it doesn’t come to us easily. But, if you make it a regular habit to attentively read books and papers, watch and listen to radio and TV programmes, and avail of every opportunity to converse in English, there's no way you won't succeed. It's only a language after all.

All said and done, GDs and interviews are just tools to test your personality. Be clear about your goals, be frank and be yourself. The rest will take care of itself.

Sunil Sharma

Moderator

Dil Se Desi Group

&

www.dilsedesi.org

Career in Food Industry

Culinary craft

THE FOOD INDUSTRY OFFERS CAREER OPPORTUNITIES BEYOND COOKING. THE OPTIONS AVAILABLE TO YOU, IF YOU’RE PASSIONATE ABOUT FOOD, BUT DON’T FANCY SPENDING INNUMERABLE HOURS IN THE KITCHEN

A decade ago, careers related to food may not have been a student’s first option. However, today, due to a combination of factors like an increasingly affluent middle class, a growing, young working population with evolved tastes, the pervasive trend of fine dining as a leisure activity, and a wealth of international exposure, the food and beverage (F&B) industry in India is cooking up a storm. The F&B retail industry in India is estimated to be worth $6 billion and has been growing at a rate of 35% per-annum for the last two years.

A career in this industry is not just confined to cooking. Offshoots like food critiquing and writing, food styling, catering, food tasting, and food photography are gaining in popularity.

A BUFFET OF OPTIONS

Due to great demand for trained professionals in India’s food production, which is likely to double in the next decade, there are many exciting avenues for those seeking peripheral, offbeat careers, especially in areas of food writing and styling. Do you think you could make a bowl of soup or a basket of fruits come alive for the camera? Or capture a perfect, tempting food picture with carefully picked props? If you are passionate about food, but don’t have the appetite to spend innumerable hours in the kitchen, a host of opportunities await you.

FOOD WRITER/CRITIC

Writing about food is a rewarding option for those with a combined passion for food, writing and learning. A food writer’s job involves more than just sharing a recipe or writing restaurant reviews. Food writing, like all other writing, aims to stimulate the senses of the reader, either evoking experiences, past or present, or more practically, motivating the reader to get out of his armchair, and into the kitchen or the nearest restaurant.

What does it take?

A food writer needs to constantly refine his skills and reeducate himself. Rushina Munshaw Ghildiyal, a Mumbaibased, gastronomy writer and food content consultant, says, “I study nearly everyday to keep up with trends and update myself on food facts. I absorb every bit of food writing I can get my hands on, and have about 500 books on food.”

It takes knowledge, hard work, consistent research, perseverance, an open mind, the ability to multitask, and an unwavering passion, in order to grow as a food writer. There is no formal training course to be a certified food writer. The career is ideal for those, who learn from observations and thrive on their ability to turn their passion for food into incisive commentary.

Money talk

Smita Iyengar, a food writer, who has travelled extensively, offers, “Food writing is a gratifying experience, but there is limited scope in terms of money unless you have a full-time job with a publication.” Ghildiyal offers a different view, insisting, “It might mean lean pickings at the outset, but it will certainly pay-off in the long run, provided you have good research abilities, creativity and a positive attitude.”

If you are an employee of a publication, as a full-time journalist, you stand to earn as much money as your peers. As a freelancer, your income is entirely dependent on how much work you can do, which may mean anything between Rs 1,000 for an assignment, to a five-figure salary per-month. Ghildiyal reveals, “Reputed publications will rarely have qualms about paying fairly. If you think your work is worth more, do not hesitate to demand your price.”

Scope

Food writing in India has a long way to go to achieve the cult status it enjoys in the West. At the same time, it also means that there are many opportunities for aspiring food writers. One could either join a publication as a full-time journalist and specialise in food features, or freelance for publications.

An aspirant can expect fantastic prospects in this field due to burgeoning food and drink production, consumption, meagre competition, and the different media open to them. As Ghildiyal reveals, “I, for one, discovered food writing while on a sabbatical from my job, when surfing the internet and experimenting with blogging.”

FOOD PHOTOGRAPHY

Have you ever looked at a picture of the most delectable, tempting dish, and found it so appealing, that you found yourself wishing you could eat it right there and then? Food photography involves bringing the magic of food alive, and is considered to be one of the most difficult specialities in the realm of professional photography. The reason? It isn’t easy to make wholesome food look appealing in a two-dimensional photograph, and photographers have very little time to shoot, because the food essentially looks good for just a few moments.

What does it take?

Still photographer, Sanjiv Valsan explains, “Food is a bit like a micro landscape; you need a strong sense of colour and composition and good photography skills.”

If you want be a food photographer, knowledge about food, a good aesthetic sense, and patience and perseverance are must haves. “You certainly cannot be dispassionate about it,” observes Bharat Bhirangi, a food photographer, adding, “You need to have excellent aesthetic sense, as food has to be shot with props like crockery, table linen and cutlery, among other things.”

Unfortunately, there are no courses that offer a specialisation in food photography in India. A course in general photography applies to food photography. After picking up the basics of photography and studio lighting, one can gain a better understanding of the subject by assisting established photographers in the genre. Also, personal initiative and practice will help in the long run.

Money talk

Food photographers are rarely hired as employees. The profession may demand a little investment on your part, as you need to own a professional camera and the right equipment. The field mostly has self-employed professionals with all the rewards and risks such an arrangement entails. Payment for a day’s shoot is usually Rs 5,000 upwards. Bhirangi explains, “It is hard to outline monetary parameters. One can expect around Rs 5,000 to Rs 8,000 a day, when you start, to about Rs 50,000 to Rs 60,000 a day, if you are a much sought-after name. But, it really depends on the way you position yourself in the market.”

Scope

A photographer’s clients could comprise hotels, restaurants, magazines and advertising agencies. “Magazines are the least competitive entry point, while ad agencies can seem a little intimidating to newcomers. Competition isn’t very fierce, since most photographers may make a beeline for more glamorous fields. In fact, there is a shortage of good food photographers in Indian cities,” says Valsan. You can approach lifestyle magazines, hotels and ad agencies to showcase your work and earn assignments.

“The requirement for good quality visuals is definitely on the rise,” avers Bhirangi. As Valsan states, “There is a growing interest in exotic food. The future can only open up more possibilities.”

FOOD STYLING

Though the word ‘food’ is very enticing in itself, eatables can cease to be at their photographic best within minutes. That’s where a food stylist scores. A food stylist works hand in glove with the food photographer, preparing, placing, arranging and garnishing the food. “Food styling is like make up for food, to make it look more appealing. There is a big difference between cooking food to eat and preparing food for a photo shoot,” asserts Arati Kamat, a food stylist with over 10 years of experience working as a chef and a food researcher/writer.

What does it take?

Without sound knowledge of international cuisines, the stylist would be at a loss. Stylists check for thumbprints, lint and stray elements. It is the job of the stylist to cook, pick or select just the right thing for a photograph and ensure the strawberry is turned the right way, the leafy vegetables look fresh and green, and that there is sufficient steam to create an image of piping hot food on film.

Saba Gajiyani, a food stylist and photographer, whose portfolio boasts of leading national and international clients, advises, “The ideal way to pursue a career in this field is to study hotel management, and use your knowledge about food and your aesthetic sense to make a mark in this niche area.” Though tweezers, hair dryers, spray bottles and cotton balls are common objects in a stylist’s kit, there is no specific method for food styling. A stylist is as good as his creative best.

Money talk

“The job may demand little investment in terms of having a collection of classy crockery, cutlery and background material,” claims Kamat. One can master the art by assisting an established food stylist and usually get paid a handsome amount per-day. Food stylists can expect a couple of thousand rupees for a day’s work. Once you establish your name in the industry, you can put your own price tag to your talent.

Scope

The media industry is booming, and lifestyle-related domains like food will obviously grow in proportion. With new restaurants opening their doors every day, and businesses pumping more money into advertising efforts, there is no dearth of work for skilled photographers and stylists. The demand continues to rise. As far as competition is concerned, it is rising, albeit at a slower pace.

A career in the food industry is not only gastronomically pleasing, but can also be an economically rewarding and personally satisfying option, whether you opt to pursue writing, teaching, styling or catering. No facet of food is dull for gourmands, with their voracious appetite for the best that food has to offer.

Sunil Sharma

Moderator

Dil Se Desi Group

&

www.dilsedesi.org

Innovations in Advertising

‘Innovation drives excellence in action’

A DISCUSSESION IN INNOVATION AND PUBLICITY WITH ACE INNOVATOR ALYQUE PADAMSEE

"IMAGINATION is more important than knowledge," said Albert Einstein - the physicist who gave the world the theory of relativity.

Call them innovation, intellectual capital or intangible assets as financers call them, ideas are of such paramount importance that we live and die by them. Some smart ones have helped countries tread the trail of success, while some other flop ones have even lead to the fall of civilisations.

Every human endeavor starts with an idea and our ability or potential to realize our ideas makes us what we are. 'Innovation Drives Excellence in Action' is how ad-guru Alyque Padamsee defines an ‘Idea.’ He in fact goes on to say that wealth is measured by ideas, not money.

India has become the brainbox of the world as the country has now taken to exporting intellectual property - its most bounteous and highly-valued asset. In the global circuit, India is reigning supreme, for it has realised that good ideas, marketed well can be a major driving force of a developing economy like ours.

Ideation is so big and prime these days that like marketers and financiers, we are consciously creating space for ideators too at our workplace.

No idea can be foolproof. It is the implementation that distinguishes a bad idea from a good one. Sometimes, apparently small ideas click big because of their wellthought-of execution. Padamsee fondly reminisces the time when the idea of using Charlie Chaplin as a mascot of Cherry Blossom shoe polish was slammed by all. The argument was that how could a comedy character be associated to a shoe polish. Later, the ad became a phenomenal success and proved that it is all a game of implementation, presentation and consumer connect.

Also, there are evolutionary ideas that simply take a concept from the past and improve upon it. Take for instance Fair and Handsome - a fairness cream for men by Emami, developed on the lines of an already existing Fair and Lovely. The strategically positioned product with Shah Rukh Khan as its brand ambassador went on to become the fastest growing FMCG product of all time. If presented fresh and better, an old idea can also sometimes become a success story.

"In times when advertisement and brand building have become the biggest corporate expenditure, unique ideas are the sole way to stand and survive the competitive times. With brands scrambling for shelf life, innovative advertisement is the key to survival," says Padamsee.

When asked to comment on comparative advertising that has almost become a norm these days, Padamsee vehemently criticised it saying that an ad should be conceptualised to bring to surface the highlights of a product. Prime time should not be wasted in criticising competitors.

With ads being compared on the scales of creativity, agencies are vying to create innovative commercials to strike a chord with the consumer. However, with ads becoming fancier than ever Padamsee feels that the basic objective of advertising is not being met. He feels that the whole concept of advertisement has morphed into 'advertainment' and consequently even the consumers successfully register ads, but fail to relate and recollect the brand advertised.

Despite being an advertisement veteran, he condemns too much of advertisement. Padamsee feels that excess advertisement becomes a distraction and steals the charm of the show. The adman who says that remote is a 'kiss of death,' feels that unreasonably long ad breaks encourage viewers to flip channels, and nothing can be more disastrous than that.

When asked about his favourite ad, the genius behind Cherry Charlie, Hamara Bajaj and the Kamasutra couple very nostalgically smiles and confesses that it is the recent Hutch series that he best relate to.

For young professionals, Padamsee's word of wisdom is to hone creativity and to have a never say die attitude.

Sunil Sharma

Moderator

Dil Se Desi Group

&

www.dilsedesi.org