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Copywriter Aahana Pereira reminisces of first job and working with IBN7
Being a copywriter, Aahana Pereira knows it is important to be versatile. Every day she works in the creative department of advertising agencies, writing the copy for advertisements in any medium.

She writes television scripts, print ads, outdoor/billboards, radio, websites, social media posts, banners, mailers for shoppers/retailers, and more. When taking on any new project, she receives a brief from the account management team highlighting what the purpose of the particular campaign is.

Based on the brief, she begins researching the product, finds insights into consumer behavior and brainstorms with her team for a campaign idea. This brainstorming can take up to a few days in some cases. Once they have a solid idea, they start creating the smaller components of the advertisement. When Pereira writes a copy, she always makes sure to crack the "big idea" first. All the communication and copy writing revolves around that big idea, and that's why Pereira works to make sure it is always a winner.

"My style of writing ranges from clever, to serious, to descriptive. I like the audience to read and think for a nanosecond. That being said, I have to keep in mind, I am writing for brands that already have their own style and tone of voice and I have to adapt to it. I have to make sure I maintain the balance," she said.

Pereira has had a distinguished career as a copywriter, and at only 31, she has no plans of slowing down. Last year she created a captivating campaign for Motul, the motor oil and lubricant manufacturer. Titled "Motul Rhythm", consumers were encouraged to enter songs using sounds from their motorbike into a competition with a once-in-a-lifetime prize. She previously worked on several campaigns for Palmolive and Colgate and worked on the team that launched Michelle Obama's "Drink Up" initiative, encouraging people everywhere to drink more water and lead a healthy lifestyle. However, Pereira says she first felt true international success eight years ago when working on a job for IBN7 with the agency Everest Brand Solutions.

"The process was smooth, my seniors and CDs were supportive of my ideas, and the client was flexible as well. All this contributed to my confidence as a newbie in the industry and my first print ads. It was overall a pleasant experience," she said.

IBN7 is an Indian television and satellite news channel owned by TV18 and part of CNN-IBN. IBN7's talk shows and news specials were advertised through print and newsletters. The print ads appeared on IBN owned newspapers like Lokmat. Pereira also led the creation of weekly newsletters for IBN7 to provide information on their upcoming news shows.

IBN7 was Pereira's first job as a copywriter. She was part of a team working on IBN as a whole, but IBN7 was almost entirely her responsibility. IBN7 was one of the big clients and having been given this job to do on a daily basis, it was her way to prove to herself that she could succeed in her field. She did just that. IBN7 was constantly open to ideas, and even though Pereira was new, she had a good grasp of what they were looking for. She wrote a lot of copies for this brand and came up with many successful ideas to promote the news channel.

"IBN was a great learning experience. Working on this brand gave me the confidence as a copywriter. My first two print ads came out within the first 3 months of me joining. I was very happy. The exposure I got at Everest and especially working on IBN was tremendous," she described.

Creating weekly advertisements was a seamless process for Pereira and her team. Each week, they would get a brief that laid out if they needed newsletters or print ads and which show the TV channel wanted to highlight. They would also provide topics that would be discussed during the show. From there, Pereira would do her own research and come up with various ideas to discuss with the team.

"I would generally just think of ideas, look for inspiring work from competitors or sometimes just start by writing copy. Sometimes a good line would spark an idea," said Pereira.

During the networks three-year anniversary special, the advertisements were kicked up a notch, but Pereira's team maintained a similar process. Pereira would think of ideas on her own and then pitch it internally. She was also the hand model for the three-year celebration ad.

Throughout the time working with the network, Pereira was a crucial part of the IBN7 advertising strategy. She wrote the copy and came up with concepts with the team. She understood the client and their brand voice and because the client was open to creative suggestions, there was a lot of creative freedom for Pereira to play with. She contributed a great deal to all the work done for this brand during her time at Everest Brand Solutions.

"Knowing that the client is happy with the work that I put in is always a good feeling. The team trusted me to come up with ideas and write copy. This in a way was a big success for me. I felt great, happy that my work was produced, and people were actually exposed to my ideas. I was young, and it made me realize I chose the right career path and I fell even more in love with my work," she concluded.

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