For me, it was the advertising copywriter. Not the big-budget TV spots or glossy magazine spreads, but the art of the short, sharp ad copy—ten words or fewer that could stop you in your tracks.
A Twist I Didn’t See Coming
I applied to the Indian Institute of Mass Communication to study advertising. So, imagine my surprise when the admit card that arrived was for the journalism entrance test instead.
Waiting another year to reapply didn’t make sense. I took the exam, got in and began my career in news television.
Two years later, still holding onto my advertising dream, I reapplied for the ad course. This time, I topped the written test. I thought my interview was flawless. But I wasn’t selected.
Later, a member of the interview board told me why: I had already benefitted once as a student. They felt the seat should go to someone else. The institute’s purpose was to give opportunities to as many young people as possible.
It was fair. But it stung. My tryst with advertising ended—so I thought.
A Door Reopens—Years Later
Fast-forward two decades. I was leading a news brand through a complete refresh. We decided to create the new look, packaging and promos in-house.
When it came to the brand tagline, agencies pitched dozens of options. Many were good. None spoke to the consumer the way it was envisaged— short and simple.
A few weeks before launch, a handful of us sat in a meeting room going over 20 shortlisted lines. We were stuck. I threw in a few ideas.
One of them—On Your Side—landed. Everyone in the room leaned in. Heads nodded. Smiles broke out.
It went up to the key stakeholders. Approved, locked in and rolled out.
The Unexpected Payoff
When the brand launched, my words were everywhere—print, digital, outdoor, on-air. I’d never become an advertising copywriter. But, in a roundabout way, the three words I’d written had beaten the agencies to the finish line. Sometimes, the dream doesn’t die—it just takes the scenic route.
And when it circles back, it may not look like how you imagined. But it will feel just as sweet.
About Me
I am a thinker at all times. I see, I think. I hear, I think. I read, I think. Every weekend I write. I would love to know what you think.
Awesome blog, Rajen!!