One Under 30: Young Creative Spotlight – Gurdiksha Kaur

    Highlighting young talent in the ad world - one person at a time.

    By Katerin Pantaleon - Sep 11, 2020
    One Under 30: Young Creative Spotlight – Gurdiksha Kaur

    As part of an ongoing series highlighting young talent in the industry, Branding in Asia brings you “One Under 30” – a special feature that focuses on up-and-coming talent in the ad world, one person at a time.

    This week we featured 25-year-old Gurdiksha Kaur, a Senior Copywriter at 22feet Tribal Worldwide in Mumbai.

    When asked what she would do if she had to choose another line of work she said: “I’d probably be a children’s book writer (which I still might choose to be when I’m Fifty). Either that or a ghostwriter for rappers.”


    The Basics

    Name: Gurdiksha Kaur
    Age: 25
    Agency: 22feet Tribal Worldwide, part of DDB Mudra Group
    Position: Senior Copywriter
    Hometown: Kanpur, Uttar Pradesh, India
    Current Location: Mumbai, Maharashtra, India
    Education: Crafting Creative Communication, MICA, Ahmedabad, India

    Seven Questions

    How did you get your first break in the industry?

    The day I completed my graduation in business studies I decided this is not what I want to do for the rest of my life. So, I knocked on the door of every agency I could find on LinkedIn (quite literally).

    A creative boutique in Delhi was kind enough to let me in. They asked me to choose 5 ads from the Copy Book and to write better copy for the ads I chose. I did it. They loved it. And I have never looked back.


    What is your personal mantra?

    Don’t worry, nobody knows what they’re doing.

    From what person, place or thing have you drawn your greatest creative inspiration?

    People who are obsessed with enjoying their creative process inspire me.
    From Agnes Martin to Van Gogh to Jon Bellion. But mostly Jon Bellion.
    He is a musician who garners a lot of love for his music but even more love for his “Making of” and “Behind The Scenes” videos. That’s truly magical to me.

    What do you love about the job?

    The rush that I feel when I know I’m onto something.
    That one split second when I tell myself I’ve nailed it. I wake up each day in hope to experience that feeling.

    What about your job are you not so crazy about?

    Not being able to stop and smell the roses.

    What is some work you’ve done that you’re most proud of?

    The last year has been a steep learning curve for me. I have grown a lot as a creative and as a person. I have spent my days working on some really cool pieces for Spotify India.

    Here are a bunch I’m very proud of:

    I believe I’m a good listener and that skill came handy. People love Spotify. So much so that someone spotted the Spotify logo in a cookie. Instead of another “push-style” communication, we heard this fan and amplified his voice by paying homage to his obsession by changing our brand logo on Twitter, to his biscuit. Fun!

    After executing this piece, I feel connected to the Ikea catalog girl, somehow. Name a moment and I’ll enter my mind palace and pullout a Spotify playlist for you this instance.

    As a person who prefers texting over calling, this one’s close to my heart. Emojis over words any day, right? So, we took this behavior and created a way for people to get a playlist that would match the emoji they’d pick to express their mood. (Any of the 3400 emojis available on one’s keyboard)

    This campaign is close to my heart. It was one of the first pieces we did for Spotify soon after it launched in India. We wanted to serve Holi music in a way intrinsic to a key moment from the festival of Holi. And it struck us how opening a packet of colors could help you open a playlist. We used the Spotify scannables to let people open 4 different Holi playlists attributed to four different packets of color.

    Women’s Day was such a great opportunity for Spotify to come forward and highlight an alarming gap that exists in the audio industry. We wanted to create a piece that would grab people’s attention in the very first second and leave them with a lot to think about.

    If you had to choose another career what would it be?

    I’d probably be a children’s book writer (which I still might choose to be when I’m Fifty). Either that or a ghostwriter for rappers.

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