WEEK 29: Part of the Job

If you’re reading this, you must have noticed that our website has been upgraded. It’s not fully finished yet, so you might come across a few glitches, which should be fixed soon.
It was my job to write the copy for the entire website, including case studies of all our work till date. In addition to writing for the new website, I manage all of Humour Me’s emails, and social media platforms. I also manage Arctic Fox’s social media platforms, in terms of getting their daily content ready, writing captions, and deploying the content. We might be making a new film for Vahdam, the script for which will be written by me. While getting all of these jobs done, I also have to mentor an intern and find time to compose music for the Red Fort project. Speaking of the Red Fort, we are still stuck in the scripting phase. In an hour long show, we will be covering over a hundred years of history, and everyone has a different opinion as to which parts of history should be included. This has resulted in multiple edits and discussions with historians. Only once we have an approved script can the production work begin. However, the hardest part of my job remains creating taglines for campaigns. At the end of every branded content piece, the tagline’s job is to neatly close the communication piece, and also provide a strong brand connect, so that audiences will understand why the brand has created that specific content. Taglines are normally short and specific, and till date I continue to struggle with them.
What’s worse is that when I am tasked with coming up with a tagline, until it is cracked it remains a heavy weight in the back of my head (sometimes for days on end). There is no algorithm I can use to find the right tagline, which makes it even harder. When a tagline is finally chosen (whether if came from me or someone else), I feel an immediate sense of relief.
If I were a more scatological writer I would liken the process of finding the perfect tagline to that of overcoming a case of one’s internal plumbing being blocked. As I am not a scatological writer, I will not detail this analogy further.
In other news, the Arctic Fox 3D animation film was screened in front of 15,000 people at Saarang, one of the largest college fests in South India. We asked to do a tech run for the film before it was screened, but the crew at the fest did not have the time. And sure enough, when we played the film, the video began but the audio did not. It took three attempts to finally get both the audio and video working, and by this time the Arctic Fox team was more than a little miffed (after all, they were the title sponsors of the event). But when the film finally played, it received a great response, and Arctic Fox sold nearly 1000 backpacks in two days, which considerably lightened their mood.
We are fine tuning the film a little more now, and it will be released online after a few days.

See you next week!