The aim is to help mid-level creative people in advertising agencies become creative directors. Going by popular belief that creativity cannot be taught, but an environment has to be created to nurture it, the course's faculty are 10 senior creative directors and ad film producers. Each of them will take one three-hour session every alternative Friday at the World Trade Centre Mumbai. The programme kicks off on 19 March.

The faculty includes Rediffusion's R Balakrishnan, Sumantra Ghosal, Preeti Vyas Giannetti, Prasoon Joshi, Piyush Pandey and Prasoon Pandey. They will share their personal experiences, showcase their star campaigns and will cover subjects like: extracting a provocative brief, selling a creative campaign internally and to the client, connecting with the consumer's heart, creating for sales, creating for awards and common pitfalls.

In a release, AAAI stated that the format and syllabus of the workshop was arrived at in order to bring out the participants' own creativity and help them develop a point of view.