She’s got Disney+, Sky, and Saatchi on her CV. She’s made TV documentaries. She’s worked the last seven years in agencies across India, UAE, and the UK. And she even writes in English as a non-native. We are not worthy. Meet Amrita Tapadia.
How did you get into this crazy game?
For me, getting into copywriting was a complete fluke. I did my postgraduate diploma in broadcast journalism, with hopes of becoming a TV reporter one day.
However, to earn some extra cash on the side, I ended taking up a little gig writing inspirational quotes for corporate calendars.
I loved it so much that I built a little portfolio out of small assignments and bagged my first copy job in a mid-sized search and digital marketing agency. Never did make use of that journalism degree – well, I guess I do every day, but just not as a TV reporter.
You’re a copywriter for Disney+! Wow. Tell me what that looks like.
For one, I get to spend a lot of my time at work watching trailers for various movies and TV series, all in the name of research. Can’t complain.
I joined the team to shape CRM communications for the brand – from working on their customer journey, lifecycle and win-back comms to acting as the tone-of-voice custodian for the UK and European markets.
English isn’t your first language. How hard is it to write copy in a non-native language?
I wish the hard bit was language, grammar or semantics rather than the perception some people have towards non-native copywriters. Every once in a while, I come across people in the industry who assume that I might struggle with the language/would ask for another copywriter or nit-pick.
But, at the end of the day, the craft is more about research, strong concepts and persuasive writing. So, I focus on that and don’t let myself be deterred easily. Plus, I’ve been lucky so far to work with wonderful copy buddies who don’t mind proofing my work, if and when I need it.
You’ve also written for Sky. Did you enjoy that?
Absolutely. I landed the role at Sky’s in-house creative department within the first two months of moving to the UK. Being a non-native copywriter in one of the biggest media and communications organisations in London, I definitely suffered from impostor syndrome.
However, it was here that I met and worked with an amazing team of copywriters, and ended up doing some of my best work – all because I had a great team to support me and encourage good ideas.
As if your CV isn’t impressive enough, you’ve only got Saatchi on there as well. Tell me about your time there.
L&K Saatchi, Mumbai was a one-year joy ride between my stints at a Dubai-based agency and Sky’s in-house creative team in London. As with any agency, there were a good few late nights, long brainstorming sessions, intense new creative pitch work and more – all well worth it.
One of my favourite outcomes was being part of the team that worked on this TV ad film for a kids’ fashion brand as they were launching their summer collection.
You’ve lived and worked in a number of countries. Which has been best and why?
For work-life balance, UK hands-down. But I do feel companies in the UK put copywriters in little boxes. Every interview process I’ve been through, I get asked if I’ve worked in so-and-so sector before.
As copywriters, we’re trained to be able to work across sectors, from fashion to hospitality and entertainment. Unless it’s a really technical field, I don’t see how specific industry experience is important to the role?
Just work – India was great, simply because, if you can show you understand the industry and can come up with good ideas, most creative directors are willing to take a risk on you, and allow you to work across sectors.
What do you like about writing copy?
The power to persuade, motivate and influence others.
What do you like least?
- ‘Can we get some alternative words for this word?’ – sort of unnecessary feedback
- Badly written briefs.
Got a favourite sector?
Food.
Any copywriting books you recommend?
My personal favourite is a little pocketbook by Simon Griffin called Fucking Apostrophes. Also Damn Good Advice by George Lois.
Any advice for young writers?
Try getting a few internships at different agencies before you settle into a job. It won’t just help in finding your flair, but also in understanding what kind of work environment is most suited for you to flourish as a copywriter, and to know what sectors/industries you’ll enjoy writing for.
