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‘If you are in an ad agency, make sure you read a lot of scripts’

An alumnus of Apeejay Institute of Mass Communication explains what all it takes to be a copywriter



Copyrighting is a highly demanding creative job. All the catchy slogans and brand taglines that stay in our minds and compel us to purchase them, are nothing but the creativity of a copywriter. One such creative genius in the making is Radhika Nagpal, a copywriter at Sociowash, a full service digital marketing agency in India. She was recently promoted to a Senior Copywriter at work and is learning quickly on the go. In a fun interview, the Apeejay Institute of Mass Communication (AIMC) alumna says as a copywriter it is essential that one reads a lot. Read  edited excerpts of the interview: 

Walk us through your regular day at work please?

There are no working hours at an ad agency. We work round the clock when it comes to campaigns. We have to understand the brand, its tonality, the expectations of the client and understand it vis-a-vis the needs of the audience. Finally, there’s combining all of that into one single line that is catchy enough for people to read it in an instant, and connect with the brand. It is tough but it’s my job and it is very fun.

What inspired you to choose this field?

I read a lot. Since my teenage years, I have been a voracious reader. So, I have always had that passion for language.  Secondly, I did my bachelors in journalism. In my course, I had advertising as one of my subjects and I loved it a lot. I was totally into it and decided eventually to move my career towards it. 

Any copywriting tips for beginners?

Read a lot and take references from past experiences. If you are in an ad agency, make sure you read a lot of scripts. It will all add up to your knowledge and you will deliver when the time comes. 

How did AIMC prepare you for your professional journey? Some AIMC memories

I loved those days. I will tell you an anecdote: In one of Pijush sir’s lectures, he told us that it is tough for copywriters to get in the industry and prove oneself. But once that is done, no one will ever ask them to leave. That sentence still motivates me and I am also trying to make my mark. 

So where do you see yourself in the next five years?

I plan to work for big ad agencies like Ogilvy. My aim is to work with the people I have read about such as Piyush Pandey. I want to work hard to be there someday.

Some up your life as a copywriter in 1 word?

Picture abhi baaki hai mere dost!

Lastly, a life lesson to a current student at AIMC?

Learn! The entire process of life is to learn calmly and patiently.

Arijit Roy is a young correspondent at Apeejay Newsroom. He has done his masters in English literature from Delhi University and has a book of poems published by Writers Workshop India. He can be reached at [email protected].