By Devraj Singh Kalsi
Engaging with technicians from diverse domains is followed by one common experience. Be it a mason, electrician, plumber, carpenter, driver, or wall painting expert, they have all surprised me with their compulsive habit of presenting their visiting cards embossed with fancy titles and a glossy, designer look to hook potential clients even though most of them get the spellings wrong while providing the address and contact information.
They wait patiently for some minutes in the hope that I will also reciprocate by fishing out one from my wallet. I pretend to search for one in my pockets before saying I am not carrying one, though the truth is I have rarely, except once years ago, thought of getting it printed to furnish my insignificant professional credentials that can be summed up in a word or two, making the card wear an unintended minimalist look, a wasteful expenditure without any purpose.
The album of visiting cards collected from various professionals and business contacts in the past never engendered the hope of deriving any tangible benefit from investing in this communication tool for self-promotion. Now I end up tossing it away as soon as I receive one. I prefer to avoid accepting them under the pretext of contributing to a paperless, eco-friendly world, without sounding impolite to refuse a crucial piece of one’s identity in times when the search for it has become rather intense.
Printing a visiting card with scant details of identity and achievement can neither look impressive nor impress any recipient. With no scope of finding clients from the world outside my window, the entire exercise would prove futile. The tailor around the corner will never launch a campaign to promote his outlet and the grocer will not blink in favour of advertising, even if there is a real threat from the online stores delivering faster than he can. If I decide to make it elaborate, I would still have to explain my job profile. Terms like ghostwriting cannot be self-explanatory to the common man who might think I am either writing for ghosts or about ghosts or perhaps a newbie ghost indulging in writing to seek revenge or salvation.
Smitten by the competitive bug, I did once seriously ponder over making one with AD MAN written in bold. I dropped the idea as this would shed no light on my specific role, making others slot me as a flex banner supplier who also paints walls and plasters the walls of the city with film and clinic posters. It would have necessitated the disclosure of my exact role in the realm of advertising to present a clear picture of the work I did. As it appeared a cumbersome process, it was wiser to refrain from flexing the creative muscle to score brownie points from an audience most unlikely to recognise the ordinariness of this trivial pursuit deemed as art.
Skipping the tag of copywriting meant resorting to the identity of a writer, which did not go beyond the confines of a hobby. Many consider themselves writers but they do not call themselves writers as they have better designations to flaunt for social esteem. Employing nothing but the word writer means there is nothing else in the name of my pursuit to survive, as most people refuse to wake up to the possibility of writing becoming a full-time engagement that pays your bills.
The uncontrollable urge to possess a visiting card made me pay a visit to the local printer who wanted the full content of the card. I insisted on highlighting the phrase writer-cum-copywriter, much like the sofa-cum-bed expression that made him understand the duality with ease. He was honest to say he had never made a card for this category of people even though he knew there existed many people from this background. It was a fresh task for him and he introduced the idea of using stars to highlight the celebrity angle even though there was nothing starry in it. I showed him some samples to accustom him with neatness and he copied the same pattern and font and offered me a pack of one hundred pieces without any printing error.
I was excited to share my professional identity with the world around. I wanted to give it to the people I had received it from. I located several such folks, eager to gauge the reaction of the recipients. A few dropped it casually in their pocket without trying to read it while some cast a fleeting glance before putting it aside. Some struggled to read and make sense and then gave it up without asking for clarity or its relevance. A select few responded with astonishment to know writers also brandish visiting cards. It was a consolation that none of the recipients dropped it on the pavement even though I am sure some would have trashed it at home or fed it to their pets as a chewing exercise.
Within a month I had finished half the pack and the range of reactions stopped being any different. That’s when I decided to hoard the rest for better use later – for some high-profile people. When I did come across some such folks, I did not gather the courage to share it with them. As a result, the cards sat on my writing desk, only to remind me of what I had wanted – and failed – to achieve.
I had shared it with spice dealer turned promoter and he tested me by asking me to write a tagline for his housing project that was not selling fast enough, without any promise of making it a payable freelance assignment. Out of respect for the gentleman, I wrote some catchy lines and he accepted them for his dream project with a cold thank-you, with the hope that his venture would be sold out soon. I never sought any input regarding the sales figure but the fact that he made it the brand tagline meant it was effective for the growth of his real estate business. It has been quite a few years since this episode and the cards still languish with me. I am no longer excited to reciprocate by offering mine when florists, gardeners, drivers, stall vendors, gas cleaners, and milkmen offer me their visiting cards. I am not saddled with the burden of furnishing mine to assert and boost my identity that is less than relevant to the vast majority of people engaged in more profitable pursuits. I seek solace from the fact that going cardless is the next big thing in the AI-powered world that has marginalised the prestige and glamour of copywriting today.
Devraj Singh Kalsi works as a senior copywriter in Kolkata. His short stories and essays have been published in Deccan Herald, Tehelka, Kitaab, Earthen Lamp Journal, Assam Tribune, and The Statesman. Pal Motors is his first novel.
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