A Day in the life of Copy Supervisor, Esha Tiwari…

We caught up with Esha Tiwari as part of our ‘Day in the Life’ column to find out what life at Isobar is like and what her job entails.

Please describe your job: What do you do?

I am a Copy Supervisor at Isobar India. The job entails building a digital identity for the brands with unique campaigns and ideas.

What kind of skills do you need to be effective in your role?

A creative flair, an out-of-the-box thinking and a deep understanding of the brand and its essence.

Tell us about a typical working day…

The day begins with a series of WhatsApp messages from the ‘Muted for 1-year’ groups, followed by the biggest dilemma of all — gym now or later? Settling usually for ‘now’, as advertising doesn’t let you end your day that easily! You enter the office early while trying to keep down the volume of your stilettos as the office is strangely quiet with few faces setting up their workstations. A faint music plays in a corner whose mood changes from Travis Scott to Jagjit Singh without any prior warning. And as the huddle increases and the happy chaos takes over, people come in discussing the ‘What’s hot!’ — a latest campaign, a thought that struck somebody in the metro, AR VR MR “Arey yaar”, number neighbor challenge, the Beatles Abbey Road cover 50th anniversary, you name it! I have a knack for crisp blank A4 sheets to begin brainstorming and between that and gallons of coffee and sudden momos attack, innovating and creating happens. The day is consumed by ideating and cracking campaigns on a project at hand and playing the devil’s advocate to our own ideas to make it solid! A great idea is the highlight of any day and a bigger rush than anything.

What do you love about your job?

Einstein was right — Creativity is intelligence having fun. Although the pressures of deadlines and client expectations lingers, but the fun of creating something from the scratch, thinking of a wild idea and seeing it manifested in real is a joy which supersedes everything. And the chance to effect the lives of many with one single idea is unbelievable! We achieved the same with many campaigns like Reebok-Bruises can Be Good, Hotel Ramada The Blind Faith Upgrade and My School Reviews Her Courage Lessons.

How did you end up at Isobar, and where might you go from here?

Isobar just happened by fluke! I was green horn in the industry and did not know much about the specifics of advertising. I did not even know the big names in the industry. But somehow my creative aptitude matched with what the industry appreciates, and it’s been a wonderful journey so far. I am learning and growing and wish to become my best and do work that inspires.

Do you have any advice for marketers starting a career in an agency setup?

Never stop being a student and never fear being stupid. Some great ideas are born out of a careless banter. In the team when we hit a creative dead-end — I usually ask my teammates to give a bad idea. Forget a good idea — give a really really bad idea on the brief. This opens our mind to forget being right and just think! And it sometimes does the magic. Think crazy, imagination was never born to be tamed.