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.

8 comments:

NAVAL LANGA said...

To Mr. Vaidy

I have just visited your blog, read some of the posts, and would love to read more, as I liked the way in which you narrate the things. Today the word is really interested in reading our, Indian, writing; the recent Booker prize to Adiga is the proof.


If you are interested in reading the short stories and humorous articles, then a visit to my blog would be a good idea.

I would love to revisit you blogs.

Naval Langa

vaidy said...

Thanks Mr Langa. I shall certainly read your blog.
Vaidy

Raju said...

Dear Mr Vaidy,

Good News for Tamil Copywriter is indeed good news.
Thanks for the encouraging post.

BTW, I'm Raju, a freelance copy writer from Coimbatore.
Recently I was contacted by a London based ad agency
for translation of Levi's TV commercial.
And another agency wanted a sample translation for AXE TVC.
Both needed the translation and back translation and they also
asked for a confidentiality agreement to be executed.

I did not take up the assignment because

a) I was too busy :-) with local assignments
b) I was concerned about the payment part.
I was - and still am - somewhat skeptical. Will my effort pay off ...?
c) I wasn't keeping well so I wanted some time off from the copywriting grind.

They sent me a couple of reminders. I said some excuses. And the mails stopped.

Now after reading your post, I feel whether I missed a good opportunity.
I'd appreciate your views on this.

Maheendran said...

Dear Vaidy,

While googling, I stopped on your blog, I am the creative head for a Global Ad agency and currently looking for a young, trendy, tech kind of Indian copywriter, if you know any one willing to move and work with an award winning team, drop me the CV or a word to maheendran(at)hotmail(dot)com

Keep bloging and have a creative day

Anonymous said...
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