Every word is a brushstroke in the masterpiece of a brand’s identity. The role of a copywriter is both an art and a science. Here’s how I create compelling communication and have a blast doing so.

First, second and third language.

For a copywriter, mastery over a language is a key tool. It’s not just about crafting sentences. It’s about weaving narratives in the most engaging way. My knowledge of Hindi, Marathi and Konkani has proven to be a game-changer in my career. Every language has a different rhythm. It’s born from a different culture. It hits differently. I read stories rooted in the heartlands. So, I could weave stories that resonate with diverse audiences across these regions. I’m still learning the art of adapting a message while preserving its intent, tone, and style. It ensures that the message doesn’t just reach the audience; it connects with them on a deeper, more personal level.

The best part is that I can find myself drawing inspiration from various linguistic palettes. The poetic expressions of Marathi to the Urdu touches on Hindi, my writing evolves to be a kaleidoscope.

A writer is a reader first. And forever.

For me, the joy of reading original literature in diverse languages has been a revelation.

I love to constantly explore the vast landscapes of literature across languages. Diving into the works of renowned authors from different cultures has broadened my perspective. It’s not just about storytelling; it’s about understanding the human experience in its myriad forms, rooted in different cultures. Expressed in different emotions. Every literary excursion enriches my writing with a unique flavour. The more I delve into the works of authors who write in vernacular languages, the more I realise the universality of emotions and the power of storytelling to bridge cultural gaps. A must-have tool in advertising.

Learning a language without words

Words are great. But the absence of words is great too. I learnt the basics of Indian Sign Language (ISL) as an experiment. I wanted to understand how it all works. How does the grammar work? How are expressions conveyed? I learnt that sign language is a dance of expression. It is less about grammar and more about feel. What intrigued me was that words with the same sign could mean different things, when complemented with a unique facial expression. In a world where attention spans are fleeting, and visuals often speak louder than words. And ISL heightened my sensitivity to visual communication.

Will all this add up to anything significant?

I hope so. The rise of AI puts writers in a tricky situation. It can generate content in jiffy. But does it have a human touch? The ability to empathize? To write something that connects at a deeper level? I feel reading literature in various languages, knowing cultural nuances and even a basic understanding of non-verbal languages like ISL inject a distinctly human quality into my thinking and writing. 

The joy of reading original literature meets my experiments with non-verbal languages. Making me feel heard – even in the sea of digital noise.