‘My inspiration for being a copywriter stems from the passion of storytelling’

Pooja Pathak of Apeejay Institute of Mass Communication (AIMC) exemplifies the power of storytelling in the world of advertising. Armed with a commerce degree, Pooja’s unwavering love for narratives and literary sensibility steered her toward a transformative journey in the realm of communication. Having recently completed her Post Graduate Diploma in Advertising and Marketing Communication, Pooja currently thrives as a Creative Copywriting Intern at FCB India. In an exclusive interview, she shares her insights on her career path, creative approach, and memorable experiences.

Read edited excerpts:

Your journey from being an Apeejay Institute of Mass Communication alumna to becoming a creative copywriter at FCB India is intriguing. Could you walk us through the key milestones in your career?

As a writer, I’ve often heard the refrain: “Everyone knows how to write.” However, crafting brand-focused messages with precise objectives is both a science and an art. At Apeejay Institute of Mass Communication, I honed this craft, merging market insights, brand behaviour, and artistic flair. This foundation has been instrumental in my role at FCB, where diverse experiences like contributing to college magazines and participating as a copywriter in ‘annual projects showcases’ shaped my skills. Today, I create impactful lines for various FCB brands, making this journey incredibly fulfilling.

What inspired you to pursue a career as a creative copywriter?

My inspiration stems from stories. The enduring impact of stories shared by my grandparents during childhood showcases the magic inherent in compelling narratives. Our lives are a tapestry of stories, with brands and products interwoven into them. By crafting a brand narrative that feels deeply personal, a connection is forged, akin to an owned story. Further, I like to challenge the art of storytelling through my copywriting.

Could you elucidate your approach to understanding target audiences and effectively conveying brand messages?

India’s diversity necessitates a precise understanding of our audience. Collaborating with the client servicing team, we decipher the brand’s message and demographic reach. We delve into research and brainstorming sessions to ensure we resonate with the right audience. A regional TV commercial could resonate in south India but may not connect with Delhi’s audience. Hence, targeting the intended demographic is paramount for effective communication.

How do you stay updated with industry trends, and how has it influenced your approach to copywriting?

The dynamic nature of advertising mandates adaptability. I remain attuned to market trends by studying ads, analysing shifts in taste, and reading extensively. Adapting my approach and messages in alignment with evolving audience preferences ensures the effectiveness of my copywriting.

How has your education and experiences at Apeejay Institute of Mass Communication contributed to your success?

AIMC has been pivotal in shaping my skills. Practical learning, industry exposure through guest lectures, and a balance between theory and practice have played a significant role. The institute’s teachings and emphasis on real-world applications have been instrumental in my professional journey.

What advice do you have for aspiring copywriters in the advertising industry?

Embrace your love for writing, share your stories boldly, and have confidence in your abilities. Approach writing with enthusiasm and curiosity. Seek clarity through questions, then craft your responses. If you possess the skill to conceive compelling ideas and narratives, the industry will welcome you as a copywriter.

Could you share a memorable experience from your time at Apeejay Institute of Mass Communication?

One standout memory is from the final showdown, where our presentation resonated deeply with the audience, earning accolades from guests. It affirmed the value of our faculty’s teachings and remains an indelible moment.