STATEMENT OF PURPOSE Walt Disney, one of the best known motion picture producers in the world has said,

All our dreams can come true, if we have the courage to pursue them. I hold Mr. Disney in great admiration whenever I read about his devotion to create one of the worlds most fictional characters Mickey Mouse. I feel tremendously excited and constantly remind myself that every choice of mine should be made with conviction and that, once a choice is made, I must adhere to it unswervingly and strive to realize it with all my might. Disney will serve as my lifelong example on my journey of life. I did not specialize in advertising during my undergraduate studies, and while doing my MBA I specialized in marketing, advertising and public relations. But my MBA didnt expose me enough to advertising much. Nevertheless, these factors can by no means prevent me from devoting myself to the field of advertising that I deeply love. I visualize myself playing a creative role in the world of advertising where brands compete hard enough to make a mark in the mind of consumer and craft a position in the global market. I will make relentless and dedicated efforts to this chosen objective until the end of my life. The experience and process of writing this statement of purpose has really been interesting to me, as it offered me an opportunity to introspect, retrospect, summarize the deep reflections on the course of my life in past. In my +2, I opted for commerce and there I met our business studies faculty who used to take advertising examples often. He often used to quote the father of advertising Mr. David Ogilvy. It was his examples that triggered my interest in advertising. But when I succeeded towards my undergraduate course; due to lack of counseling and guidance I went forward and graduated in Information Technology. After graduation I further studied to get the knack of business administration. And post the completion of my PG Diploma in Business Management I was recruited by Perfect Relations, which is a public relations company. I was recruited in Perfect Relations as the client servicing executive. Even though my distinguished professional performance brought me honors, status, and generous salaries and perquisites, my dream to be involved in advertising profession again failed to be realized. After working there for more than two years I moved to New Horizons India Limited and worked as Assistant Manager Marketing in the Corporate Communication Department. During my one year tenure at New Horizons I handled public relations and advertising both for the company under the supervision of Ms. Shilpa Saxena. Apart from my regular responsibilities I also got the opportunity to be the faculty for a hundred hour Personality Development Program at an engineering college. After working in New Horizons India Limited, the spark in my heart towards advertising got fueled because the exposure towards advertising was more as compared to public relations. But I think fate had another plan for me. Due to unavoidable circumstance I had to leave New Horizons India Limited and I moved to Rediffusion Y&R public relations. But deep inside my heart, I had always cherished

the unquenchable wish to demonstrate my talents in the advertising industry, to taste the real joy of doing what I liked. It was my second month at Rediffusion public relations when the employees were told that the company will be acquired by the other PR agency due to some unavoidable problems faced by the Rediffusion PR and we were given one month to think whether we want to join the company or look out for another job. It was then when I made a decision to follow my pursuit of happiness and work towards advertising. In order to quench my thirst of working in an advertising agency, I spoke to my friends in the industry, and managed to speak with some advertising professionals as well to have their guidance. Everyone guided me to acquire complete knowledge about the advertising and then jump in the battle field completely armed with all the ammunition required to manage the work in the advertising sector. Even I also believe that good education combined with the necessary experience equips one with the right attitude, freedom and confidence to face the world and its challenges. For this reason, I value education that not only provides an opportunity to enhance ones knowledge and widens the perspective, but also lets them practice the concepts learnt in the class room further making one more confident of his/her capabilities. Since I want to be an advertising professional, its important to have a combination of knowledge and practise both. Because to me, KNOWLEDGE = KNOW + LED + EDGE which means KNOWing more has LED people to an EDGE, while on the other hand, PRACTISE = Pertinent Regular Action Commitment Transforms Into Significant Expertise and having both will help in me creating a niche for myself in the advertising industry. However, in spite of my rich experiences in public relations sector and education, I realize that there are still gaps in my knowledge, which make me contemplate a graduate degree from a top university in the US/UK. This is because I perceive that there is dearth of advertising institutes in my country and it lacks the sophisticated and advanced facilities available in the US/UK. After MS, I would like to work in a company such as Ogilvy, JWT, Rediffusion copywriter in the creative department. The stint would arm me with the practical skills to bring advertising theories to life. It would also give me an understanding of the demands of clients; the areas where they are needed most in the world, and help me test my knowledge and ideas in the market dynamics of the corporate world. After 5 year, I plan to return to India and start an advertising agency that can promote brands and build the brands. My aim is to enable the corporates place their brands in the heart of the consumers and sustain the brands in the market through my creative ideas and strategies. I want the University of ______to be the medium of realization of my goals.

No mountain is too high for you to climb; no river is too wide for you to make it crossed. In my future journey of life, I am bound to encounter endless difficulties and challenges. But, as long as I entertain a steadfast faith in my career objective and take Mr. Disney as my example for his professional dedication, my pursuit will be fruitful and meaningful in its own way.