Crafting Creative Communication Programme
"Transforming Ideas into Impactful Communication."
Overview
The CCC Programme is an eleven-month intensive residential programme that prepares learners for roles in the creative and planning departments, mainly of advertising agencies. The Programme follows the 'workshop' model. Launched in 2000, the CCC programme is the country's one-of-its-kind postgraduate programme that prepares students for a career in copywriting, art direction, and other creative pursuits. Close to 1000 students have graduated from this Programme since its launch. This one-of-a-kind programme has produced some of the finest creative minds in the industry who currently hold senior and leadership roles in various agencies.
Programme Purpose
To create a talent pool by nurturing skills such as storytelling, imagination, creative thinking and artistic approach to existing and emerging challenges in the industry.
Programme Objectives
- To curate and train creative talent for the communications industry.
- To train them to understand strategy, generate unexpected and relevant ideas, and convert them into static, video, and digital media.
- To familiarise the students with new age media and apply what they have learned in their roles.
- To make students combine their skills and become holistic and empathetic creative professionals.
- To give students practical experience through assignments.
Programme Learning Outcomes
Strategy
Thorough understanding of marketing and communication strategies, on what drives consumers to make purchase decisions, learning the dynamics of brand building and gaining an overview of research and understanding techniques of insight mining.
Ideation
Understanding how to ideate from a designated strategy and to articulate ideas quickly and coherently to be able to defend work from a strategic viewpoint.
Copywriting
Converting ideas into persuasive language for all media such as Print, Television, Radio and Digital.
Art Direction
Understanding the principles of visualisation and art direction along with the aesthetics of an ad, the 'look' of an ad and its layout, including balancing of various elements such as visual brand language, typography, brand colours, tone of voice, etc.
Programme Unique Features
- The CCC is the only residential postgraduate creative communication program in the country.
- Set on a boot camp model that emphasises practical learning and industry requirements.
- Covers various subjects, including strategy, copywriting, visualisation, and all necessary software.
- Includes new-age skills like AI prompts and AI-generated creatives.
- Taught by faculty who have decades of experience in the industry.
1. Learning through responsibility
- A vibrant student community is demonstrated by the presence of multiple student committees.
- Committees manage and run various aspects of campus life.
- This ensures that the learning continues outside the classrooms, too.
2. Culturally diverse community
- Gender-balanced
- Pan India representation
- Inclusive – where everyone has a voice.
3. MICA Residential Campus
- 19 Acres of verdant environment with over 3500 trees shared in harmony with peacocks and other flora and fauna. Promotes sustainability and environmental consciousness.
- Every wall is a canvas (we are famous for our graffiti). Promotes artistic and creative capabilities.
- An atmosphere that resonates with music, laughter, and conversation. Promotes communication skills through our community radio, MICAVAANI.
- Active sports avenues. Promotes sportsmanship and team spirit.
- Holistic well-being through Yoga, the practice of mindfulness, and on-campus counselling. Promotes sensitivity towards good mental health.
4. Strong and networked Alumni
- Presence of Alumni in leadership positions across industry and academics
- Once a MICAn, always a MICAn
Curriculum
1. Strategy
- Gain more than a basic understanding of how strategy is written.
- Be fully cognizant of business objectives, consumer behaviour, research, and other disciplines to produce ‘magic’ that is focused and persuasive.
2. Creative Ideation
- Definition of a creative idea
- Importance of an idea to the brand
- Various idea-generation techniques
- Evaluating the effectiveness of an idea
- Coherently articulate and present an idea to stakeholders.
- Ideation for the static medium for video, for digital media
3. Copywriting
- Understanding that copywriting is more than just putting words together.
- Expressing their idea in the most dramatic way possible across traditional and new-age media.
- Writing copy (headlines and body copy) for static media, including newspaper ads, magazine ads, posters, and hoardings.
- Crafting copy for digital media, including social media, blogs, influencer campaigns, UI/UX, etc.
- Writing scripts for TVCs and digital films, including characterisation, dialogue, and jingle writing.
- Conceptualising radio advertising and branded content
4. Art Direction
Various design aspects of communication:
- Introduction to Design
- Overview of different design disciplines
- History and evolution of design
- Elements and principles of design
5. Visual Communication
- Fundamentals of visual communication
- Colour theory and application
- Typography and type design
- Layout and composition
- Introduction to digital design tools
6. Design Research and Analysis
- Understanding user needs and target audience
- Conducting design research
- Developing design briefs
7. Concept Development
- Ideation techniques and brainstorming
- Sketching
- Creative processes
- Generating and refining design concepts
8. Software
- Adobe Photoshop
- Adobe Illustrator
- Adobe After Effects
- Adobe Premiere Pro
Pedagogy
The pedagogical philosophy is of ‘See. Understand. Internalise. Apply.’
CCC’s Pedagogy follows the ‘boot camp’ model. The faculty imparts the basics of the subject in class. This will include theory and discussion.
The class is then given assignments which they are expected to practise in the class. Each student is then given an assignment they are supposed to work on independently. Then, they discuss the assignments with the faculty through one-on-one sessions, during which they are given individual feedback.
Each student is asked to present the subjects learnt to a jury on which they are ranked.
Curriculum Timelines
The program is divided into key phases to ensure a comprehensive learning experience. Here's a breakdown of the timeline:
June to July: Orientation & Introduction
- Presence of Alumni in leadership positions across industry and academics
- Once a MICAn, always a MICAn
July to October: Core Modules
- Strategy: Understanding brand strategy and planning.
- Copywriting: Techniques for writing persuasive, creative content.
- Art Direction: Key principles of visual communication.
- Software and Digital Tools: Training on relevant design and digital tools.
October: Midterm Jury
- Presentation of progress to date, feedback, and evaluation.
October to December: Advanced Learning
- October to December: Advanced Learning
- Advanced Copywriting: Refining writing for various media.
- Radio: Crafting audio campaigns and storytelling.
- Filmmaking: Introduction to video production and editing.
- Photography: Understanding visual storytelling through photography.
March: Final Jury & Placements
- Final Jury: Presentation of final projects and evaluations.
- Placements: Career guidance and placement assistance.
Delivery & evaluation of coursework
Every student is individually evaluated through the program. The one-on-ones ensure that each student is given individual feedback.
In October, there is a mid-term jury and in March a final-jury. In the jury, each student is expected to make a comprehensive presentation on each on of the subjects learnt.
Faculty
The CCC Programme at MICA is taught by a faculty of industry experts with decades of experience in advertising and creative communications. Their deep knowledge and hands-on approach help students gain practical skills in strategy, copywriting, art direction, and new-age media, ensuring a comprehensive learning experience.
Core
Prof. RM Simha
Co-Chair, CCC, Advertising
Dr. Falguni Vasavada-Oza
Co-Chair, CCC, Strategic Marketing
Adjunct
Vivek Kamat
Director
Suraja Kishore
CEO- BBDO
Deepa Kirodian
Co-Founder, Gramya Farms
Visiting
Kaivalya Kulkarni
Adman, Writer, Restaurateur
Pooja Manek
Founding Member and Creative, Talented
Lalita Agnihotri
Animator and Graphic Designer
Eligibility Criteria
Admission to the CCC programme is based on the following eligibility criteria.
- A candidate must hold a Bachelor's degree (10 + 2 + 3 system) or an equivalent qualification in any discipline, recognized by the Association of Indian Universities (AIU).
- Candidates who are currently appearing for their final-year bachelor’s degree or equivalent qualification examination, or those who have completed all degree requirements and are awaiting results, are also eligible to apply.
- Candidates in the final year or awaiting results must submit a certificate from the principal, head of the department, registrar, or director of their institution or university.
- If selected, a final-year candidate will be allowed provisional admission only if they submit the certificate latest by June 30, 2025. The certificate must be issued on or before June 30, 2025, confirming that the candidate has completed all the requirements for the bachelor’s degree/equivalent qualification, though the final result may still be awaited.
- Final admission will be confirmed only when the candidate submits: The mark sheet and a certificate confirming the successful completion of their bachelor’s degree/equivalent qualification.
- These documents must be submitted on or before June 30, 2025, and must be for the final-year bachelor’s degree examination (including supplementary exams if applicable).
- Final-year students who are provisionally admitted must submit the mark sheet and degree certificate by December 31, 2025.
- Failure to meet this deadline will result in automatic cancellation of provisional admission.
- Candidates who do not complete all requirements for their bachelor’s degree by June 30, 2025, will not be allowed to join the CCC program.
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Candidates are evaluated based on two main parameters in the written test:
a. Imagination: Testing the candidate’s ability to think creatively and outside the box.
b. Articulation: Assessing the candidate’s command over language and ability to express ideas clearly.
Selection Process
The selection process begins with an online test designed to assess the creative and intellectual abilities of the candidates. The test, conducted via email, must be completed within 48 hours and includes a variety of questions that evaluate the aspirant’s creative thinking, problem-solving skills, and ability to articulate ideas clearly.
Candidates are evaluated on two key parameters during the written test: Imagination and Articulation.
- Imagination tests the ability to think creatively and outside the box.
- Articulation assesses the candidate’s command over language and their ability to express thoughts coherently.
Shortlisted candidates will be invited for a Personal Interview (PI), which will be held at various locations, including Ahmedabad (MICA Campus), Bengaluru, Delhi, Kolkata, and Mumbai. The final selection will be based on the candidate’s overall performance in both the online test and the personal interview.
Fees & Financial Support
Fee details of Academic Year 2024-2025
- The cost for the one year Post Graduate Certificate programme, including Tuition Fees, Residential Charges, Infrastructure Facility Charges, etc., is Rs. 11,00,000 approx. (Including GST)..
MICA Scholarships (AY 2024-25)
- The cost for the one year Post Graduate Certificate programme, including Tuition Fees, Residential Charges, Infrastructure Facility Charges, etc., is Rs. 11,00,000 approx. (Including GST).
Criterion for selection is based on the following:
- Family Income not exceeding Rs. 10 lakhs per annum
- Student's academic performance (minimum CGPA of 3.00) and class attendance record (minimum 80% across all subjects) in the first year (applicable to PGP- 2)
- Other achievements (e.g., winning state/national/international level competitions)
- Scrutiny of Income-Tax Returns and Bank Statements of all the earning members of the family for the last 3 years
- A brief justification of applying for the scholarship (Separate in case of applying for Equity Scholarship)
- Family Background
The Selection Process involves the following:
- Notification and Announcement to students inviting applications.
- Preliminary scrutiny of applications and financial documents as per respective criteria laid down.
- Interview and Interaction with the shortlisted students by the Scholarships Committee (consisting of MICA faculty and staff).
- Recommendations of selected students by the Committee
- Official notification to the final selected students
The Selection Process involves the following:
The maximum number of scholarships to be awarded will be 25 to 27 (to PGP-1, PGP-2, and CCC) in a year. For CCC, it will be up to 2 (MICA will provide up to 50% of the tuition fees per student in the Programme).
Please note that the final discretion to award the scholarships rests with the MICA Management.
Key Information
Key Information
2025 admissions
Information on 2025 Admissions Will Be Shared Soon
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