Anindita is an advertising copywriter currently leading the creative team handling IKEA, Max Healthcare and Roca Sanitaryware. When she is not gazing at the computer screen, she is most probably solo travelling, secretly writing soppy poetry, concocting an unheard of recipe, clicking a complete stranger’s photo, walking around Safdarjung Enclave or day dreaming behind the wall.
Why are you into Advertising?
I was inclined towards writing from an early age. Stories and books have always enthralled me. In the end, I realized advertising is nothing but good story telling.
As a child growing up in a Guwahati, going to the book fair and watching an occasional movie, were my only forms of entertainment. My fondest memories are also of my father telling me bedtime stories. That’s how I picked up the knack of cooking up the most bizarre stories to enact at playtime.
English also happened to be the subject I studied the least at school. All of them put together, my career was meant to be in advertising. Today, I feel I am a consummate brand story teller.
Add to that the perks of logging into your facebook account before you check your official mail… being dressed in pajamas one day and in bling party wear another day… and oh, not having to call anyone ‘Sir’!
Did you attend school for fine art or design or Communications?
Yes, I did a 9 month PG Diploma from the Indian Institute of Mass Communication. And was out of it alive and kicking like any new born in the industry.
You have won so many awards etc. How has that impacted your career?
Winning an award involves a lot of backbreaking work. Not just coming up with an idea and executing it but convincing the agency management and getting approvals from the client. So it’s only fair that it bring a lot of glory not just for the concerned organization but for the creatives involved as well.
Personally working on Donate a Face has been an important milestone in my career. It meant researching and living with a lot of painful acid attack survivor stories. There was a time when every morning meant getting up reading another gruesome acid attack case study and writing posts to spread awareness about the cause. The campaign gave me a great deal of satisfaction that I could do anything at all for them. So is anyone asking for my autograph yet?
Do you think brands whose advertising wins awards, do well in the market?
Brands which do good work, do well in the market. Naturally, it follows that only good work win awards. However, good work doesn’t necessarily need to be award oriented.
Just one advice to brand managers – Please listen to your creative team. They make sense, always!
Tell us about your personal best campaign?
This question is like asking a foodie, what’s your favourite dish?
I guess it’s the one I am working on currently, some of which is out already. It’s the India launch campaign of IKEA, the most loved home furnishing brand in the world. Totally excited about the entire process of co-creation, the workshops and finally seeing the things shape up the way we had planned it.
Were there any particular role models for you when you grew up?
Always too distracted for any role model.
Who was the most influential personality on your career in Advertising?
Difficult to name one. Most of seniors were great when they were not kicking my ass. It was also good to learn from Avijit Dutt and Late Nandu Narsimhan at IIMC.
Where do you get your inspiration from?
Life. Deadlines. Trophies. And in some rare and lucky cases, an extremely silent office.
Tell us something about the work environment at your agency…
Dentsu Impact is a buzzing place with some great young talent. My first impression of the place was that I had entered a kindergarten.
Do you have any kind of a program to nurture and train young talent?
Traumatise them but let them leave on time.
What about new and young film makers/photographers? Do you consciously keep looking for newer talent and try someone completely new?
I keep meeting new people, whenever they wish to. But of course we have people we love working with.
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?
The world is going digital. Yet print happens to be my first love. Nothing can beat the exhilaration of writing a good copy ad.
Any notable digital campaigns?
Few months back I did the launch campaign for Max Healthcare’s bike responder. It’s a medically equipped bike with a trained paramedic that reaches accident victims on record time, even before an actual ambulance.
To popularize the campaign we launched it like a new bike in the market. Together with the launch film we got influencers like automobile sites, bloggers and bikers to talk about the service in an interesting manner. Ironically, I lost my father while working on the campaign. He did not receive first aid on time.
What advice do you have for aspiring creative professionals?
Learn the basics and be patient.
What is your dream project?
I never had an answer when people asked me what do you want to become when you grow up. I don’t have an answer now.
Mac or PC?
Writers use pen, paper, palm, table and PC.
Who would you like to take out for dinner?
What’s on your iPod?
What’s your Twitter Handle?
I only use mine to rant at customer care. #YourServiceSucks