THE WORLD AT WORK..NEW DELHI

A glimpse into the New Delhi office of the international advertising agency where Kailash Saraban works, and you could be in London. Like any other agency, copies of the best ads grace the reception area while in the background young execs are engrossed in their phone calls and computer terminals. But if you look closer you start noticing things that could only be India - the "chi" (tea) man regularly appears with rounds of beverages and tiffins (metal lunch boxes) sit discreetly on desks, containing lunch prepared by mothers or wives. Kailash is the creative supervisor, or copywriter at Euro RSCG. At 27, he already has five years experience.

A typical day Any journey on Delhi's overpopulated roads can rattle the nerves. Instead of driving, Kailash takes a rickshaw taxi for his 20 minute journey to work. The day starts at 10am with coffee and a Marlboro Light. "We have a daily job list so we know exactly what needs to be done. The morning is spent bouncing around ideas with the creative director."

The majority of clients at Euro RSCG are multinationals and the team produces artwork for billboards, print ads and television commercials.

But working life can be tough in Delhi, particularly in the extreme 40 degree-plus heat of the summer months: "We have power failures almost every day which means the air-conditioning doesn't work."

After an afternoon of writing copy, work usually finishes around 7.30pm.

"The stress levels in advertising are high, deadlines are tight, and sometimes we work all night."

Evenings and weekends While most of his colleagues head home to their families every evening, Kailash prefers to go out with friends. Delhi is limited in its selection of bars due to strict licensing laws. "As the capital of India, Delhi is full of bureaucracy. In contrast, Bombay is a lot more cosmopolitan."

Holidays are spent in the cooler hill towns of northern India, around Manali and Kullu.

Cost of living Kailash has a good standard of living for India.

He earns around 30,000 rupees per month (about GBP 500) with a monthly rent in a shared apartment of 5,000 rupees (GBP 75).

Food is bought at the local market which costs around 500 rupees a week (under GBP 8) while daily transport costs 100 rupees (GBP 1.50). Beer money for an evening in the trendier bars of New Delhi is about 300 rupees (GBP 5) while a packet of foreign cigarettes costs 50 rupees (80p).

Five years from now "I hope to be a creative director within three years and maybe work overseas for a couple of years." He can barely contemplate the thought of moving into any other career, unless it was advertising-related.

"Advertising has always fascinated me. There's a sense of ownership because you can see the results of your effort, and can create things that you're proud of. I love this industry too much to leave it."

Home Front

Kailash's job is very similar to that of a copywriter in London with its high levels of stress, enthusiam and long working hours, writes Tessa Gooding, Communications Manger at the Institute of Practitioners in Advertising.A copywriter in London can expect an average salary of GBP 33,000 pa and a varied career. Most London agencies are still based in Soho and agency-hopping is not unusual; it's essential!

Copywriters tend to lead interestng lives - they all work hard and play hard.

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