Transcreate is a term coined by Haroldo de Campos, a term which began as an attempt to convey the creative dimensions of translation especially in poetry. The term has since become linked with globalization and glocalization efforts especially in the advertising domains of multinationals. In India this term is also used by Sitesh Aloke (b.1939), a creative writer and translator. http://www.languageinindia.com/nov2005/literarysymposiumnov2005-2.html