AdFic: A Good Day Pt. 1

The client's wearing new sneakers today. Never wears the same pair twice — some kind of power move. We're in Delhi, after all, where closet size equals importance. These shoes clearly say, "Record profits last year, but your retainer stays the same." 

We laugh at his jokes like our salaries depend on it. They do.

Five years at this agency this June. Working on an FMCG brand that makes... something. Ayurvedic? Organic? Doesn't matter. Their CEO bought two features in industry rags last month. Still not sure if the products work. 

But I'll sell them like my appraisal depends on it. It does.

This is the third product launch we'll present but not execute. This month. Even Creative knows they can't afford Parle-G, but Account swears, "This is the one." It isn't. We're making the presentation anyway.

During the run-through, I get that premonition. Soon, the brand manager will say, "What am I paying you for?" Last meeting, he needed a "bright, dark colour" "yesterday." We made two options - one bright, one dark. Shipped fast, like our jobs depended on it. Needn't have bothered. Client pivots to another product.

My phone buzzes. Copy approved. First try. Half a line about their "premium yet affordable" product. Like Indigo Airlines used to be. The product's overpriced and questionable, like Indigo is now. Recycled copy the client rejected months ago. He doesn't remember. Account didn't read it — then or now. 

When I sent it out last night, they said, "The client will love this!" The client loves nothing. Their last marketing head was fired for taking too many risks. Which is corporate for having actual ideas.

I secretly screenshot the approval. Look at me now, Don Draper of Hinglish copy for dubious herbal supplements.

Blue Tokai ordered. Another influencer script sent. Three Reddit scandals devoured. Wonder if I peaked at 11 am. It's 12:47 pm.

Post-smoke break, crisis hits. Client's Meta page suspended. False medical claims. All campaigns on hold. Huddle in the fishbowl and my precious copy is now irrelevant. Strategy change needed. My hips hurt from pivoting. Someone says it'll blow over. I agree. Someone else suggests a celebrity influencer. 

I suggest lunch. ₹600 kebabs from Al-Kauzer. Keep the receipt, hope I claim it. I won't.

4:30 pm: Crisis over. In India, controversial Ayurveda claims are just "traditional values." We're back on track. My copy lives. It'll go out next week, when I'll hate it. But today? Masterpiece. Half a line about a premium-yet-affordable maybe-organic product.

7 pm: Today's script rejected. Need to "simplify" it. Corporate for "Make it dumber so I understand it." Consider moving to a network agency where, allegedly, the real work happens. Then remember - my copy got approved today. First try.

Tomorrow, we'll do it all again. In this business, you celebrate success. Any kind. 

It was a good day.