The art of storytelling: Edwin D’Souza’s journey from advt to screenwriting with Sushmita Sen-starrer ‘Taali’

How do writers transform real-life stories into powerful on-screen narratives? Bizz Buzz goes behind the scenes of the critically acclaimed web series "Taali" with Edwin D'Souza, a key writer who helped bring the story of transgender activist Shreegauri Sawant to life. Directed by Ravi Jadhav and starring Sushmita Sen, the series vividly portrays Gauri Sawant's struggles and triumphs. Bizz Buzz presents exclusive insights from Edwin about his journey and the creative process

How did your copywriting journey begin and how did it evolve into screenwriting?

My journey as a copywriter began even before I contemplated copywriting as a career. I had just completed my MBA and was working as a marketing executive in a B2B company in Pune when I was asked to approach an advertising agency for designing a brochure. But before I went to the agency, I planned the entire structure of the brochure, complete with caption and copy and presented it to the company director who was so impressed that he suggested that I pursue a career in advertising.

Soon after that, I went to the UAE and landed a job as a copywriter in an advertising agency in Abu Dhabi. That was 1999. Since then, I have ideated and written for every format of commercial writing including over five hundred corporate and promotional films. Screenwriting was the only genre that remained unexplored after two decades.

So, I first learnt the basics from YouTube videos and workshops. I then began working on whatever little contacts I had in the Hindi film industry. Initially, I got to write pitch decks, synopsis and even doctor some scripts from filmmakers and writers in Mumbai. This was the ‘knocking-on-the-doors’ stage. Finally, a door opened when an eminent screenwriter and lyricist and also a colleague from my early years in advertising, Kshitij Patwardhan asked me to write the English synopsis of the web series ‘Taali’.

He liked my synopsis so much that he took me on-board as an additional writer to contribute to the episodes written by him. I did my best to justify his trust and that helped me get the second project as assistant writer, which is a film in the making.

Advertising is fast-paced while screenwriting must be more extended storytelling? Do the skills from each discipline complement each other?

Both copywriting and screenwriting have their own demands and challenges. In advertising, you have to be quick in coming up with ideas and the turnaround time is short. But in screenwriting, the process is very long and you have to have enormous patience.

But this also works to my advantage as it allows me to work on multiple projects from advertising and screenwriting through judicious time management and by striking a balance between them.

How was the switch from writing ad copy in English to TV dialogues for a Hindi audience? Did your approach to storytelling change along the way?

I did my schooling in Hindi medium though we talked in English at home. I can thus think and write with ease in both languages. If marketing and selling helped me as a copywriter, copywriting is helping me as a screenwriter. Copywriting taught me the importance of knowing the subject, purpose, objective, medium, and target audience, which is also much needed in screenwriting.

Copywriting is also about writing crisp and catchy content which comes very handy in writing dialogues for the larger formats. And most importantly, copywriting has also taught me the importance of discipline and deadlines that I always consider sacrosanct.

Writing for advertising, OTT, and Bollywood - which one do you think you enjoy the most?

Differences exist among the three formats as even within the full gamut of each format. But as a writer, what doesn’t change is that your writing is for others. And so, when I'm writing stories, I am the characters in the story; for networking and engaging, I am the influencer; for corporate promotion, I am the business owner; for selling, I am the salesman at the door.

Please tell me about your experience assisting on Taali.

I was fortunate to get associated with ‘Taali’ at a very early stage. I remember, we were in lockdown and so it had to be done online. I was involved in writing the English synopsis, then research, then the screenwriting process, and finally narration.

Do you have a preference for adapting existing content or creating entirely original stories? What are the unique challenges and rewards of each?

I prefer writing original stories though I am not averse to adapting existing content too. I find adapting the existing content to be more challenging than creating original stories. In adapting, you will be judged against the original source and so you have to either match it or better it. In the original, you are the yardstick. Having said that, both are creatively and financially rewarding.

Tell us about your creative process. Do you follow any routine?

My only routine is to ensure that the project is not delayed or adversely affected because of me. As for the technique, I explore an idea from all angles including the funny side of it. I love using humor; the more subtle and dark, the better. Also, I always maintain my individuality. I never try to write like someone else or ‘like that ad or that film’. This is my golden rule.

Do you travel a lot to capture cultural nuances and tailor your storytelling to resonate with a diverse viewership?

Travelling is not the only mode to understand different cultures. In the earlier days, there were books and other media like newspapers and magazines. Now we also have social media. Plus, the world we live in is more globalised than before. Cues are like airwaves. You need to be tuned in to recognise, capture, and broadcast the right ones.

Was there an instance when your advertising background helped you craft a particularly effective scene or character in an OTT screenplay?

The original story and screenplay of the film ‘Sau Jhoot Ka Ek Sach’ that I am now pitching to filmmakers has many such instances. It is one story where I have put all my learning in life and writing to use. It’s a story that must be told. And I know there are filmmakers who are searching for such stories. It’s only a matter of time before this story reaches the right hands.

What are you planning to write next?

I am already writing for films - both spec and commissioned. Spec scripts are short for speculative screenplays. This is a script you've written on your own time, intending to persuade a studio to buy it. It's different from a commissioned script where a production company has hired you to write a script in advance. I am developing a bank of short and full length stories for films and series. Looking back on my career as a copywriter, had I just kept a collection of my writing, it would have made up a volume; unfortunately I couldn’t. But now I am planning to write a novel.

What advice would you give to aspiring writers and filmmakers who want to break into the world of OTT screenwriting, especially those with a background in advertising?

My advice to aspiring writers wanting to break into the world of screenwriting is keep pushing the envelope until it reaches the right hands. Also, be fully prepared to grab the opportunity when it comes your way. I have seen many aspiring writers flounder in both instances. Another very important piece of advice to anyone, particularly in this social media time, would be to remain genuine. Don’t show interest in someone just for the sake of getting some work. Superficiality won’t take you far.