Youth Quotient: "The energy in an ad agency is addictive"

The kind of energy that there is in an agency is totally addictive, which is why people keep coming back to advertising. You seldom realise how much you are working; you are so full of adrenaline, says Isobar's Tanvi Pradhan

e4m by Abhinna Shreshtha
Updated: Jan 17, 2014 8:41 AM
Youth Quotient: "The energy in an ad agency is addictive"

The adrenaline rush that comes with working on a new campaign is what has kept getting Tanvi Pradhan back to advertising. Currently a Senior Creative Writer with Isobar, Pradhan speaks about her love-hate relationship with the ad world.

What excites you the most about your work?
More than what excites, what intrigues me is why we get paid so less! What excites me is that it is almost like you are working in a new job every day. The kind of energy that there is in an agency is totally addictive, which is why people keep coming back to advertising. You seldom realise how much you are working; you are so full of adrenaline.

What are the things that you love and hate about advertising?
I like writing. Even though advertising is not the purest form of writing, it still is the closest I can get to writing. What I hate are the erratic timings. Sometimes I feel why we have to work so late. It just burns you out and after every six months you feel like taking a break. At least be sensitive about the safety of the female workers and have a pick up and drop facility.

Which projects would you consider your favourite?
Working on Hero when they split from Honda was a memorable experience. The scale at which these guys (Hero) had spent was amazing. I was checking around 400 artworks per day. I am really proud of it. Other campaigns that I still remember are Everyuth and Nickelodeon.

Which are the brands that you have enjoyed working on?
I love working on smaller brands, which might not pay the company, but which allow you to experiment, such as Indian Terrain.

What is your attitude towards work?
My attitude towards work is to give my 100 per cent. That is the only way to do justice towards the company. The moment you realise that you are not able to give it, you know you can’t work there any longer.

Who is the one person you look up to?
There is no particular role model. I have followed the work of the advertising guys from the 60’s because they had such a distinct style of writing. I like simplicity in the campaigns.

Where do you see yourself five years down the line?
Vacationing after the successful launch of my book! But seriously, I need to start writing it first.

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