Any creative output is preceded by intense activity. Whether it is in the mind or physical depends on the creator.
Chillibreeze had an order for a two-page mailer from a software company and the material was highly technical and not exactly ‘inspiring’, yet Trixie created content which brought a smile to our faces when we read it. All within a day!
This triggered my curiosity. How does a creative mind work?
Even writing a simple report like this is creative work. It took me a few minutes to connect with my thought process and bring the flow into my writing. A few seconds of hesitation, a sudden spurt of energy and the feel of something exciting and I started punching away at the keyboard. I felt such joy at this ‘release’ of words from within me. Creative ad copywriters, who come up with brilliant jingles and ads probably go through ‘birth pangs’ before every new creation and at perhaps very intense levels. I decided to delve into the origins of creativity.
Trixie has over 25 years of experience as copywriter and we have always been in awe of her creative ideas and the promptness with which she comes up with brilliant content. I conducted a modern-day interview with her – over the Internet and here is the transcript. Here is Trixie talking (rather typing) right from the heart.
Q: Yesterday we sent you a lot of dry material - for a software product and you had to create a mailer. What was your first thought when you saw it?
A: ‘Gaah – banking, software, forex, checking account balances – and I have to make something creative out of that? And overnight?’
Q. When did inspiration strike you? Which word, or which text or which part of the brief?
A. The brief said the product gives the customer freedom. That concept kind of triggered some thoughts, some visual ideas.
This product is a software tool that puts control in the customer’s hands, enabling him to freely move his checking account between different currencies to make the most of positive fluctuations in exchange rates.
Q. How did you start? Did you start with the visualization or by arranging the text?
A. I began by zeroing in on the main points to be highlighted, keeping the target audience in mind – this time it was “American banks” I was talking to, so I wasn’t sure of the tone I should use, whether it should be serious or exciting or both.
I decided to try both approaches as the client’s brief said that the content should be “really American customer friendly, trendy and simple to absorb.”
Then I started writing headlines leading on to the points to be highlighted. I usually write a number of headlines as each thought leads to another. Since the flyer has a front and a back, I could later use different headlines on the front and the back, supporting one another but selling the product at the same time. Since I had to highlight the benefits to the bank’s end-customers as well as the benefits to the bank in offering this software tool as a service, it was a two-step communication.
About visualization, I tend to think visually even while writing headlines. Sometimes the headline comes first; sometimes it’s a concept, a thought in the copy, which just springs out at me and that becomes the main focus of the ad.
Q. How many ideas occurred to you before you zeroed in on these?
A. About six or seven.
Q. Does the adrenaline start pumping the minute an idea strikes you or do you feel more worried?
A. I get excited when I think there’s merit in a particular concept… then I try fleshing it out with a headline and visual to match and see if it works, fits the brief. Finally it has to do the job of communication with the target audience – it has to work with the target audience. It’s not enough for me to be thrilled with a concept; they are the ones who have to react to it.
In this case, I was writing the copy for the flyer and ended it with a baseline: “Software that makes money sing”. I wrote that because I am into music, and ‘the ups and downs of foreign exchange fluctuations’ in the brief made me think of musical notes – that triggered the idea of a musical score with the symbols of foreign currencies dancing on them. I reread the copy and came to the line: “Software that makes money sing”- and I thought,”Hey, that sounds like a good concept!” And then I wrote headlines around that idea, copy that flowed from it. That was the option I was really excited about.
Q. Is the creative process an exciting experience or a difficult one, till you deliver to meet your own expectations?
A. It’s exciting when you feel you’re “getting there” and a great high when you’ve “got there” – but until then it can be hard work. Sometimes you’re staring at a brief and wondering, “How on earth will I be able to make something creative out of that?” But as you go along- writing, scribbling, doodling, or just staring at the computer screen blankly - something occurs to you and it triggers other ideas and thoughts and “Bingo!” Suddenly the pieces all fall into place.
Q. When did you start and how much time did it take you?
A. When I got the brief in the evening I read through it, went to the website and looked at some details about the company. A little research helps you ask the client intelligent questions.
This part of the process – “information search” helps me explore the macro view, the context in which the work will be done. It took about one hour. I just soaked in the information and then went to sleep.
I started work at 10 am in the morning and worked right through lunch -one idea leading to another, then polishing, refining, editing, adding visual suggestions, searching for some images through Google Image Search, just to give a rough idea of what I meant – finally sent off work at 3 pm – crossed my deadline of 2 pm by one hour but I was happy with what I sent.
Q. How do you take accolades, which come you way - when people 'ooh' and 'aaah' when they see your work?
A. It’s always great to get a pat on your back, so you and Padma are wonderful for my ego, Vilasini! But my own “inner voice” tells me whether I’ve done well. And a writer can never rest on her laurels.
Actually, in advertising not many people say ooh and aah, Vilasini… and clients are very reserved with their praises – until they get positive feedback from others, then they express appreciation.
I’ve learnt over the years not to depend on others for validation of my work – if I feel strongly enough about an idea, that is its own reward – whatever happens after the presentation and even if the client decides not to go ahead with it.
Q. Which was the most satisfying work you have done to date?
A. It’s hard to say – they’re all different projects and each one is satisfying in its own way. I wrote a script for HMT watches some years ago and it was made into a film, the jingle reflected my own personal beliefs and I was thrilled to see it come out well. It’s aimed at young people who are changing the world these days with their vision and action. It goes like this-
“I’ve got places to go, I’ve got things to do and it’s time to make a start,
I’ve got faith in my goal, fire in my soul, I’ve got a dream in my heart,
And when I reach my dream it’s not the end,
There’s another goal beyond the bend – yeah!
I believe in me, and in my HMT, it’s a part of me.
It's holiday time in a canopy boat at Ooty for Trixie with her husband Rajan,
and two grandchildren. Tarun and Varun who share the same birthday!
Q. Wow. That is a good one. By the way, how did you get into the field of ad copywriting?
A. My husband was in the Navy and we were posted in Jamnagar, Gujarat for a while where I taught English at a school. I was sure I didn’t want to be a teacher for life so when I came to Bombay (Mumbai) I was looking for options.
My sister Jeyanthi was working in RK Swamy, an ad agency in Chennai, and told me to try for the job of a copywriter. Until then I never knew what copywriting was all about, but I was always interesting in writing and would write scripts and enact plays at home with my sister and cousins.
Jeyanthi told me that agencies would give you a copy test to find out your suitability for the job. So I went enthusiastically from one ad agency to another and did a whole array of copy tests. They would always say, “We’ll get back to you” and I would keep waiting for their comeback – in my naiveté I thought they really meant it (but didn’t know it was a polite way of saying “no’).
Some of the Copy Chiefs were kind enough to write me a note of encouragement. At some agencies they found it intimidating that I had done my MA in Psychology and was a teacher and 28 years old (“too old to be a copy trainee” must have been their immediate thought). The fact that I wore a sari while most trainees were in pants and tops may have had something to do with their reaction. They would even try and convince me to continue teaching! I said, “If I wanted to be a teacher, I wouldn’t be here!”
My husband was very supportive and encouraged me to keep trying. Finally I took the advice of one of my interviewers who recommended that I do a course in Advertising at the Xavier Institute of Communication. And that’s what I did in 1980. Though I had two children, one-and-a-half and four years of age, I thoroughly enjoyed the course, which was held in the evenings, and met ad professionals among my teachers and fellow students. The course opened the door for me and I worked with several small agencies before I got into Hindustan Thompson Associates (HTA) at Delhi and went on to work for Ogilvy and Mather, Leo Burnett and MAA Bozell before I became a consultant working part-time in Bangalore.
Q. Which was the first project you did and how many years have you been working in this field?
A. It’s funny but I actually don’t remember the first project I did! (You see, you learn not to get “attached” to your work… just let it go.) Oh yes, I think it was a brochure for an agency called Adept at Bombay. I was excited to see something I had written in print. I have been working as a copywriter, a Creative Group Head, Creative Director, a web content writer and freelancer – over 26 years now.
Freelancing – freedom at midnight! The Chillibreeze experience
Q. How does if feel to be a freelancer in this area?
A. It’s good to have the freedom but when work comes at you, it tends to come all at once! I certainly enjoy the freedom of managing my own time and working from home. It does mean that you have to be focused and accountable just as you are at a fulltime job, even while attending to personal matters like helping out when your mother is ill or getting the house painted, things like that.
The one bane of a freelancer’s life is “chasing money.” It’s such a waste of valuable time. I only work with reliable people. Chillibreeze is reliable!
Q. What has been your experience of working on projects for Chillibreeze? Do you think that this is a good place for other copywriters to be?
A. Chillibreeze is a wonderful writer’s network. With the Net I find that I’m in touch with creative people from across India and that’s exciting!
India has such a great talent pool and Chillibreeze has brought these professionals together through the Web and made their talent accessible to the world.
Other copywriters too should check out Chillibreeze – friendly people who will appreciate your work whether it goes through with the client or not – people with integrity, clear communication… and you can be sure you get paid!
Q. Does age make a difference? How do you see yourself today - is it more difficult to relate to the needs of the industry?
A. If by “the industry” you mean “advertising” – yes, one has to keep abreast of developments and that is more difficult to do as a freelancer. A large agency with the whole gamut of advertising services offers very specialized services like event marketing, direct mail, promotions and other services. It’s easier to relate to changing needs while you’re working in a setup like that. I have become more interested in the Web and the way it works, and so have got more into web content. But there’s nothing like advertising for that “creative high!” My advertising background helps me approach web content too with the same incisive clarity – getting down to the basics, highlighting the benefits to the target reader and keeping the language simple and easy to understand, while attracting and retaining interest with headlines and subheads.
I think that all over India we are seeing a “young revolution” – young people are very capable and confident and we see them in all fields, actively involved and making a difference. But experience does give one an overview of the larger picture. And older people still have roles to play as mentors, while we can contribute in our own right if we keep our skills sharpened. I think it helps to keep a youthful curiosity about trends and an excitement about each project, and to listen to what the younger people have to contribute. Learning is a lifelong process.
Q. Do you have to keep yourself updated about the developments in the ad world?
A. I used to read A&M (Advertising and Marketing), the magazine, and look at the pages on advertising in the papers but I don’t do this anymore. My interest is in communication as a whole and the media is a large part of this. It’s changing rapidly and advertising is a small part of the change.
Q. Anything else you would like to say?
A. India is a great resource for people in the West looking for talent in the field of communication. Chillibreeze makes the talent of creative people in India available to the world online and has streamlined the process of content generation and delivery through an excellent communication network – between the marketing team, writers, designers and clients.
Check out Chillibreeze’s wide range of services right now!
Vilasini Kumar
Chief Coordinator (Product, Planning and E Publishing) www.chillibreeze.com
To find out about the services we offer, click here. If you are a writer, click here to contact us.
Chillibreeze's disclaimer: The views and opinions expressed in this article are those of the author(s) and do not reflect the views of Chillibreeze as a company. Chillibreeze has a strict anti-plagiarism policy. Please contact us to report any copyright issues related to this article.
Out of 5 “chilies”, our editorial team gave this article...
—About our writer:
Vilasini, seen here with a cat, is actually a dog lover! Started her stint with Chillibreeze as a writer and is presently the Chief Operating Officer of the content division. This is who she says she is "a Masters in Math by qualification, a Coordinator by birth and a 'people person' by nature." Seeing Chillibreeze become a globally recognized company, adding value to clients and making a difference in the lives of Chilli writers, is her mission in life now! You can reach her at vilasini@chillibreeze.com
>> Read more articles written by Chillibreeze writers:
