Jatin is a Senior Copywriter at FCB Ulka. He is the kind of guy who drinks Frooti (or Maaza, never Slice) while everyone is chugging down beers. Bike riding, playing football, and reading true crime are his favourite hobbies. After herding some blue and brass elephants to his cabinet and a few Effies, he is hungry for some international stuff. When not working, he’s annoying his team by telling them bad jokes (and laughing at them). Also, super cute.
Why are you into Advertising?
I love thinking up new things. Not just ads. Jokes, movie plots, products that I will never invent. And advertising is the only place that lets me do this, every day. Plus, you can work in pyjamas and sleep on the job (more often than I’d like to admit).
Did you attend school for fine art or design or Communications?
Were there any particular role models for you when you grew up?
I did not get to decide my role models. My parents did that for me and was often a colleague’s son or daughter.
Who was the most influential personality on your career in Advertising?
Anshul Sharma. Best boss and made sure that the environment was always fun.
Where do you get your inspiration from?
My own life. It’s what David Abbott wrote- if something moves me, chances are it will touch someone else too. And Thai ads.
What do you think of the state of Print advertising right now. At least here in India, the released work is most often too sad?
Waste of paper.
As a Copywriter, which are your own personal best ads, that you just loved writing…
There are a few. The first one is the Cyclone Amphan Fundraiser campaign (Raised 3lacs in 15 days. All organically.).
The second is the Women’s Day campaign for OYO. If your competitors are messaging and praising your campaign, you’ve done something good.
Lastly, a notification for OYO- “Na na patekar ko banade haan haan patekar.” So stupid, I love it.
If there is one thing you could change in your place of work, what would that be?
Add beds. Make headphones/earphones mandatory for everyone.
Do you think brands who’s advertising wins awards, do well in the market?
Nope. It does not matter how good the campaign is if the product sucks, nothing will change. (But I might be wrong.)
What advice do you have for aspiring creative professionals?
Just Keep Swimming.
Which is your dream campaign?
The Superbowl It’s a Tide Ad campaign. Margaret by Moonlight by Google. And that Fevikwik ad by Piyush Pandey.
Who would you like to take out for dinner?
My grandfather. Proper Chatora.
What’s on your iPod? Spotify?
Spotify. Iron Maiden, Oasis, Radiohead, Simon and Garfunkel, Eminem, Mohammed Rafi, Hindi Songs from my childhood, and many more.
Mac or PC?
What’s your Twitter Handle? Instagram?