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‘Keep thinking and building your ideas,’ says this copywriter 

Alumnus of Apeejay Institute of Mass Communication (AIMC) explains how copywriting is a skill that requires the brilliance of ideas ahead of words



“There is a difference between copywriting and content-creation. Copywriting is all about ideation,” says Ayush Garg, the senior copywriter at Hashtag Orange, one of the top digital marketing agencies in Gurugram. Over the past one year of work experience at Hashtag Orange, the alumnus of Apeejay Institute of Mass Communication (AIMC) sees a lot of growth within his creative abilities and vision. 

In an informal interview, Ayush explains how research plays a key role in this field and a copywriter’s work does not finish at the desk as it also includes supervising the direction and art layout. Read edited excerpts:  

What all work is expected from a copywriter at work?

My work includes ideation and copywriting. I am currently working on big brands like Monte Carlo and Philips. As part of my work, I usually deliver 5-6 copies in a day. There is no word limit here unlike content writing. There are also no fixed working hours; ideation can stretch beyond the set hours.

What got you interested in this field?

I am basically a writer and a director by passion. I write scripts and films as well. So, this got me interested to work here because an ad agency is the best place to nurture your talent. I get to make ads, short videos and other content. I am also involved in the directorial work, supervising the shoot and art layouts.

Throwback to the AIMC days: Tell us about it?

They were very good days and AIMC is a lovely institute. The things they taught me there, all the ideas, lessons can actually be used in one’s daily life and existence. I found this the best  that the faculty at AIMC focused on the practical learnings ahead of the theory. That knowledge is still coming in handy.  

One life lesson you’d like to share with a student there?

Just be involved in your projects properly. Also, take your practical’s seriously. These projects will nurture your creative and technical abilities, which will come handy in your professional journey. You will get a head-start at your work if you develop your skills now.

Also Read: ‘Be like a sponge; ready to absorb and learn everything you get to know’

Where do you see yourself in the next five years?

As a group head or assistant copywriter, I think.

Lastly, Ayush, one skill every copywriter must have?

Doing a lot of research and looking at the works around. Keep thinking and building your ideas, that’s my advice to all. 

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]