The academy based at Coimbatore in Tamil Nadu, focuses on two primary aspects pertaining to the advertising industry – the creation of a skilled talent pool and the re-orientation of advertising professionals to suit the changing trends of the industry. The aim of Saarc is to equip individuals with the right attitude and aptitude to face the challenges of today’s market place by serving as a bridge between academic knowledge and industry experience. The academy has stated that its programmes lay emphasis on various aspects of business communication like marketing, advertising, sales, new media communication, public relations and event management.

Saarc has further stated that what differentiates its programmes from other courses is that it follows a 100 per cent experience–oriented approach using innovative tools like seminars, workshops, projects, guest lectures, industry visits and more. The faculties have several years of hands-on-industry experience which they pass on to the students on a one to one level. To give the students an edge over the competition Saarc has tied-up with advertising agencies and corporates for placements.