Friday, September 19, 2008

Good News for Tamil Copywriters

Going by the recent interest shown by people – not from India, but from outside India – I could say with reasonable confidence that Tamil Copywriters stand to gain by the latest trend. As Global Advertising Agencies win major international accounts, initially in and for their territory, they offer to handle the advertising and promotion of their clients’ products in various languages (other than, say, English in which the original campaign is conceived and developed) and in other global markets as well. With India being seen as a lucrative geography for global brands, it is no wonder then that copywriters, who are good in English and in any of the other popular languages of the country, are being sought after. This must be the case, one would imagine, with other countries, too.

It pays to be knowledgeable, market-savvy and…

Knowledge about global markets and trends, always an asset for a copywriter, works significantly to his advantage. Very often, when the agency briefs you on the assignment or, more critically, when you are required, via a conference call, to present your concepts to the client, this knowledge is not just valuable but absolutely necessary. Your presentations skills in English and in the other language that you are translating or interpreting the campaign are crucial both to a successful selling of your ideas and to your successful future as a vernacular copywriter.

Be bold and original

The most important reason why the agency seeks a professional copywriter who is good in English and his native tongue is this: The agency has tried out readily available local writers and failed to get what it wants. It has realised the need for a professional, experienced advertising copywriter who has an intimate and current knowledge of the indigenous language; it is best if it is his mother tongue.
For example, take the case of a TV Commercial in English. Well, you may know your language very intimately, but then an ‘adaptation’, as your work is usually described, may not do the trick. A perfect translation of the original may turn out to be dull and flat. If you understand the concept behind the original work, and so interpret it in your language as to produce the required impact, then you will have done an excellent job. It will deserve to be called an ‘original work’ – for, if it were to be interpreted back into English (by a good English copywriter), it would be quite the same as the original English version.
You must therefore aim to render original work by boldly exploring lively interpretations of the idea, and remember your thought-processes and insights well enough to use them as you present your work. By doing brilliantly original work, you will win the respect of the agencies and their clients and stand to get new assignments from them.