Hasta La Creative!

Starting from being a Copywriter in Advertising for a solid 4 years, quitting that to work in the music industry, all the while teaching herself design behind the scenes, and then finally moving to Europe to pursue design fully, Aditi Kapur is a bit of a strange case. Being deeply influenced by music and psychology and vintage clothing politically charged movements (especially the 1970s) and Berlin’s raw energy, she only hopes she sticks to this career choice for good.

Why are you into Advertising Creative?
I used to be in advertising, I quit the industry around 2015 I think. And I chose it because that’s what I studied at St. Xavier’s, Bombay. So it happened by default.

Did you attend school for fine art or design or Communications?
Yes, I did recently in Barcelona. I was a self taught designer until then but felt the need to fill some fundamental/basic gaps in my knowledge. I also needed a break from constant working.

Tell us about your many Awards? How has that impacted your career? Do clients listen to you more?
I haven’t won any awards :). I quit much before that could happen.

Were there any particular role models for you when you grew up?
I think my parents. Probably a boring answer but its true. My father was and still is one of the smartest and most humble people I know, and it was great just imitating some of his habits in my own work ethic and personal life. And my mom’s boldness has always helped me to make sure I don’t chicken out.

Who was the most influential personality on your career in Advertising?
I have to say I’ve had many people I have looked up to from many fields. Like chefs, musicians, designers, journalists, but somehow never someone from Advertising. I think it’s because I never saw advertising as a highly inspirational or genius field altogether. Maybe because I was inside all of it, and that is humbling in a way.

Where do you get your inspiration from?
Everywhere really. As a designer/copywriter/creative individual, I feel it is too important to be interested in, like really interested in things outside of your field. My inspiration comes coincidentally from going to a gig, or a flea market, talking to someone – even kids, grocery shopping and in some really mundane routines of life. I think one just has to be observant and really interested in things that are irrelevant to their actual work.

What do you think of the state of Print advertising right now. At least here in India, the released work is most often too sad?
Print advertising has been taking a backseat, yes. Everything is digital and swipe-able or super disposable with very little commitment demanded from the audience. I remember how long copy became almost a thing of the past whenever spoke about it during brainstorming. And the word “nostaglia” was associated with it and personally, it did feel unfortunate. The low attention spans with our internet generation are a problem, really. But you know how a small percentage of young kids are collecting vinyls, going to libraries and consciously allowing some space for analog into their lives? So I feel people who believe in print just need to stick to it and the good work will attract people. There can be a turnaround.

If there is one thing you could change in your place of work, what would that be?
I am currently freelancing and living in Berlin, so the answer would be nothing :). But generally from my past workplaces, I feel India desperately needs to change the work ethic. It is toxic to work 12 hours or more, it is unhealthy to work on weekends, it is dangerous to have no social life, burnouts and greying hair at 28. And the more young creative people are into this, the more normalised it is becoming. And people really need to stop glorifying “overworking”. Being in Europe and seeing the work ethic here, the value attached to time, reasonable deadlines and free weekends and evenings, I would never go back to that way of work and people need to proactively stop this.

Do you think brands who’s advertising wins awards, do well in the market?
Not necessarily. My problem with awards and fancy case studies has always been that – did you really talk to your audience and with some people one-on-one before claiming you made a huge difference in their lives? I think advertising folks can be quite disconnected from reality as long as ego battles are won between them and the client.

What advice do you have for aspiring creative professionals?
Chill a little. And let go of egos.

Considering things have fast moved towards the digital and mobile, any notable examples of a good digital campaign?
I’ve been a little disconnected from the digital and mobile world for some time now since am working as a designer with pure studios here, so from the top of my head, I can’t think of any. And I don’t want to google as that would be cheating.

Who would you like to take out for dinner?
Erlend Øye.

What’s on your iPod?
I have a sad old iPod Nano and it hardly works but funny you asked, because I still use it :). But am listening to Apparat’s new album currently.

Mac or PC?
Mac.

Whats your Twitter Handle?
I don’t use Twitter.

Aditi’s work can be further viewed on her website here.