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My Mirror My Mirror Presentation Transcript

  • OFFER LETTER MY MIRROR Reflecting my ideas and me CREATING NEWS SINCE 1987 Dear Anurag, We are pleased to offer you a position of Junior Copywriter with us. We trust AN AGENCY SUES A that your knowledge, skills and experience will be among our most valuable COPYWRITER (AN assets. APPLICANT) FOR Should you decide to accept this offer, you are required to complete certain WRITING A WHACKY joining formalities as a part of our recruitment process. INTRODUCTION. Please refer to subsequent annexure attached herewith to understand the A well known Ad process. agency has filed a lawsuit against a We hope that you'll accept this job offer and look forward to welcoming you trainee copywriter for dishing out a strange onboard. introduction about him. Copywriter was completely unaware of the surprise that Regards, he was in for. Spokesperson for the ad agency has decided to keep silent on the incident. Creative Director
  • MY MIRROR RANDOM Brands Worked On - Cadbury, Taj Tea (Hindustan Unilever), Save Tiger Foundation (PSA) My colorful life Educational Achievements - From editor’s desk 1. Was happy and elated on scoring FIRST CLASS (67%) in Bachelors in Mass Media (Advertising) from Mumbai University…and suddenly it dawned upon me that 50% was the passing percentage. Anurag Shukla 2. HSC Passed from the prestigious Kendriya Vidyalaya Fort Williams, Kolkata A creative and adventurous bloke, who's passionate about life, copywriting and music…not necessarily in that order. Snapshot Worked as a copywriter with NetBiz, an online ad agency Trained at Ogilvy & Mather (O&M) Singularly works wonder, collectively creates magic Kiwi, an old player but shine new as ever. Bachelors in Mass Media from Mumbai University In times where everything you Work Experience wear and do is a reflection of 1. Currently working at 'Thought Trains' as a Copywriter your personality, your shoes speak a lot about your 2. NetBiz Systems Pvt Ltd. (May'09- September'09) character. Job Profile - Copywriter Gone are the days when polishing your shoes and Job Responsibilities making them shine to perfection was a ritual. Creating copy for variety of websites Keeping in mind the busy Worked on Viral advertisements for various brands lifestyle that everyone lives in the city, ? Creating website sitemaps and wireframes Kiwi has been phenomenal in ? Working on Pitch Cases making the shoe shine job a matter of few seconds. It's as Brands Worked On: - Godrej, Century Ply, Lays, Kingfisher, Tata Salt, Arrow simple as taking a look at Kiwi show shine and lo behold! your shoes are polished. 3. Ogilvy & Mather (June'07-Aug'07) Job Profile - Trainee Copywriter Job Responsibilities Oh! You mean my daily chores…well, just slaving around like getting a cup of coffee for my CD, giving into his whims and fancies. Although I was encouraged to do the following… ? Ideating for 360 creative solutions ? Scripting of Print ads, Radio ads and TVCs Continued on page no. 3
  • MY MIRROR TRADITIONALLY COOL (HOARDING) Chanting new Mantras: Tantra VISUAL: A vibrant & colorful rangoli made using Tantra A fter revolutionizing the traditional outlook of Indian youth Tantra has recently gone through the very t-shirts as props famous 'Brand surgery'. With an all new look Tantra has set out to touch people of different age groups and different walks of life. “Our target is to bring back Indian POSITIONING STATEMENT: religions and traditions in forefront and to make it every Traditionally Cool Indian's first apparel choice” said Managing Director of Tantra in a press release. VISUAL: The CEO of Tantra further added “we want Tantra to be every Various yoga positions depicted Indian's prized possession, may it be male or female. Tradition lives in our hearts and is above any gender using Tantra T-shirts as props discrimination and so is Tantra.” It is also believed that Tantra will soon launch its new range of POSITIONING STATEMENT: T-shirts 'Galti hai par chaltti hai', which will showcase Traditionally Cool infamous contemporary Indian scenario, the functioning and glitches our Indian system comes with. VISUAL: With a concept that's sure to catch attention of every Indian Various yoga positions depicted using around, Tantra surely looks all decked up to mesmerize people with its new mantra. Tantra T-shirts as props See next page POSITIONING STATEMENT: Traditionally Cool
  • TRADITIONALLY COOL(MAGAZINE) TRADITIONALLY COOL(MAGAZINE) VISUAL: VISUAL: A Scene from Mahabharata. Gopika's are Hanuman is wearing Tantra t-shirt with a bathing in water. heart imprinted on it. Krishna is hiding behind trees, watching The heart shows Ram and Sita in it. them with their clothes piled in his hand. Hanuman is shown as if opening his chest to reveal the heart. POSITIOINING STATEMENT: Traditionally Cool POSITIONING STATEMENT: Traditionally Cool VISUAL: VISUAL: Lord Krishna and Radha standing in Lord Vishnu wearing a Tantra t-shirt with Vrindavan. Krishna is wearing a Blue 'My Avataar' written on it. Tantra t-shirt. The T-shirt has pictures of all avatars of The hem of the t-shirt is tied in a knot on Vishnu (Ram, Krishna, Narad, Dattatraya his waist with his flute tucked in to the knot. etc) POSITIONING STATEMENT: POSITIONING STATEMENT: Traditionally Cool Traditionally Cool
  • TRADITIONALLY COOL(MAGAZINE) TRADITIONALLY COOL(MAGAZINE) VISUAL: VISUAL: Lord Vishnu wearing a Tantra t-shirt with Brahma, Vishnu, Mahesh (shiv) standing 'My Avataar' written on it. in heaven, wearing Tantra t-shirt. The T-shirt has pictures of all avatars of Wordings 'Masters of the universe' Vishnu (Ram, Krishna, Narad, Dattatraya displayed below the visual. etc) POSITINING STATEMENT: POSITIONING STATEMENT: Traditionally Cool Traditionally Cool VISUAL: Lord Shiv wearing a Tantra t- VISUAL: shirt with 'My Avataar' written on it. Durga shown seated on her lion, killing The T-shirt has pictures of all avatars of Mahishasur Shiv (Hanuman, Shankara, Durvasa, . She is wearing a Tantra t-shirt. Wordings Virabhadra) 'Girl power' displayed below the visual. POSITIONING STATEMENT: POSITIONING STATEMENT: Traditionally Cool Traditionally Cool
  • GALTI HAI PAR CHALTI HAI (HOARDING) GALTI HAI PAR CHALTI HAI (HOARDING) VISUAL: Copy statement 'Yaha thookna mana hai'…Paan spit on the words mana hai POSITIONING STATEMENT: Galti hai par chalti hai VISUAL: Copy statement 'Yaha susu karna mana hai'…man urinating on the words mana hai POSITIONING STATEMENT: Galti hai par chalti hai VISUAL: Copy statement 'Yaha khachra fekna mana hai'…garbage on the words mana hai POSITIONING STATEMENT: Galti hai par chalti hai
  • ARROW ARROW (CONCEPT DESCRIPTION) A Arrow tells people NOT TO BUY Arrow shirts Visual: The visuals in the ads show an Arrow Shirt with creases rrow is sure to catch eyes of lot of people across the all over it. To a normal eye they appear as normal creases, country. Arrow, considered a premier brand in men's however they are formed with minute texts. These texts are apparel has launched its new range of shirts 'Arrow statements indicating a man's achievements and success in Anti-wrinkle shirts'. his life. A magnifying glass is shown magnifying one part of the Well undoubtedly this new range is a class apart and so is its wrinkle. advertising strategy. With this ad campaign Arrow becomes the first Headline: apparel brand that is mudslinging itself. Wrinkles tell stories of your success Positioning Statement: Arrow is excited about this campaign as they believe that this Take pride in your wrinkles. campaign will certainly bring attention to them and take apparel industry to another level.
  • ARROW(MAGAZINE) ARROW(MAGAZINE) TAKE PRIDE IN YOUR WRINKLES! TAKE PRIDE IN YOUR WRINKLES! do not buy do not buy Arrow Anti-wrinkle shirts Arrow Anti-wrinkle shirts
  • ARROW(MAGAZINE) GULF MEDICAL UNIVERSITY Books are bygone” say students from across the world and Gulf Medical University seconds. Gulf Medical University(GMU), may not have a century long legacy however, it has produced a lot of successful doctors and surgeons since its inception. Gauging contemporary needs of students, Gulf Medical University(GMU) has re-branded itself giving itself a fresher outlook towards world of education. However, strongly believing in their basics and deeply rooted philosophies of practical learning Gulf Medical University(GMU) looks forward to impart knowledge that makes its students a breed apart! TAKE PRIDE IN YOUR WRINKLES! do not buy Arrow Anti-wrinkle shirts
  • ARROW(MAGAZINE) GULF MEDICAL UNIVERSITY Books are bygone” say students from across the world and Gulf Medical University G seconds. ulf Medical University(GMU), may not have a century long legacy however, it has produced a lot of successful doctors and surgeons since its inception. Gauging contemporary needs of students, Gulf Medical University(GMU) has re-branded itself giving itself a fresher outlook towards world of education. However, strongly believing in their basics and deeply rooted philosophies of practical learning Gulf Medical University(GMU) looks forward to impart knowledge that makes its students a breed apart! TAKE PRIDE IN YOUR WRINKLES! do not buy Arrow Anti-wrinkle shirts
  • GULF MEDICAL UNIVERSITY GULF MEDICAL UNIVERSITY It's complicated to diagnose the Performing an operation is a critical feat. right problem. Now imagine doing it Now imagine doing it under this much light. with time playing against you. 00:02 00:01 00:00 __________ _________________ _ In medical world doing your job meticulously with 100 percent precision and precaution does not necessarily Being a doctor means much more than performing mean 100 percent success. There are times that not only operations in operation theaters and treating patients in a demand you to be equipped with knowledge but also well equipped hospital. Medical emergencies can come at implement it with conviction. the most unexpected times and at the most unexpected places. Understanding this necessity, we at GMU have taken education to another level giving you hands on That is why our course curriculum is diligently designed to experience of the medical world. impart pragmatic learning, preparing you for realities of surreal situations. For any inquiries please contact us at: For any inquiries please contact us at: www.gmu.com www.gmu.com Phone: (+971 6) 7431383 Phone: (+971 6) 7431383 Postal Address: P.O. Box : 4184 Postal Address: P.O. Box : 4184 Experiential learning Ajman, United Arab Emirates. Experiential learning Ajman, United Arab Emirates.
  • GULF MEDICAL UNIVERSITY THE HEALTH CLUB R Recent studies show that excuses are the It requires undivided attention to listen to heaviest in calorie count! fading beats, now imagine focusing on them where every other sound is a distraction. ecently doctors and psychiatrists in Harvard School have been researching on the art that goes behind the science of losing body fat. And their several months old study has come to a conclusion that more than anything it's these mundane excuses that contribute to those extra pounds that deposit around us like an extra tyre. Medical advancements have contributed a lot towards making a doctor's job easy. However, it's the uncertainties that makes each day different. And when A newly launched gym 'The Health Club' with an aim to you are dealing with saving lives, you can't afford to go wrong. promote fitness and health has developed a campaign strategy that caters to people across all segments. We at Gulf Medical University equip you with comprehensive learning experience that prepares you The campaign is eye catching and picks up situations from our for such uncertainties. daily lives. It is astonishing to realize how excuses can be so For any inquiries please contact us at: www.gmu.com silly and how easy it is to overcome them. Phone: (+971 6) 7431383 Postal Address: P.O. Box : 4184 Checkout the campaigns in next few pages… Ajman, United Arab Emirates. Experiential learning
  • THE HEALTH CLUB(VERSION 1) THE HEALTH CLUB (VERSION 1) 8 3 4 #1 e# s e c us cu Ex Ex My favorite actress got married Weather forecast predicted heavy rains today And I don't have an umbrella Need some time alone today Your excuse for not going to the gym Your excuse for not going to the gym can make you lose a lot, especially your can make you lose a lot, especially your WEIGHT. WEIGHT. What's your excuse? Do let us know. If we find it totally offbeat, you get 3 What's your excuse? Do let us know. If we find it totally offbeat, you get 3 month membership absolutely FREE. month membership absolutely FREE. Yeah, excuses do pay sometimes. Yeah, excuses do pay sometimes. --------------------------------------- --------------------------------------- I hate going to gym but I can't because I hate going to gym but I can't because -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- The The Log on to www.thehealthcclub.com or email us at thehealthclub@gmail.com Health Log on to www.thehealthcclub.com or email us at thehealthclub@gmail.com Health Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134. W: www.heathclub.com Club Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134. W: www.heathclub.com Club
  • THE HEALTH CLUB(VERSION 1) THE HEALTH CLUB (VERSION 2) 1 st 3 4 e# c us Ex EXCUSE: Got up late. Man on the television told me to stay tuned! So, can't go today What's number 1 today will be out of list tomorrow! Excuses! A source of escapism tried and tested over the years. Well known for giving respite in the most unwanted situations. The best part, they are always in circulation. You don't need Your excuse for not going to the gym to carry it in an expensive handbag, nor in a designer briefcase. Just nudge your brains and can make you lose a lot, especially your get as many as you want. WEIGHT. Between the 'real you' and the 'ideal you' stands this 'Great wall of Excuses'. It's time to get over these excuses before they get over you. What's your excuse? Do let us know. If we find it totally offbeat, you get 3 month membership absolutely FREE. What's your excuse? Do let us know. If we find it totally unusual…we will make sure that it's off Yeah, excuses do pay sometimes. --------------------------------------- Can't gym today because I hate going to gym but I can't because -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- The The Health Log on to www.thehealthcclub.com or email us at thehealthclub@gmail.com Health Log on to www.thehealthcclub.com or email us at thehealthclub@gmail.com Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134. Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134. W: www.heathclub.com Club Club
  • THE HEALTH CLUB(VERSION 2) THE HEALTH CLUB (VERSION 2) 2 Number nd EXCUSE: Alarm didn’t ring. 2 is the first looser so let it loose out from your Excuses! A source of escapism tried and tested over the years. Well known for giving respite in the most unwanted situations. The best part, they are always in circulation. You don't need to carry it in an expensive handbag, nor in a designer briefcase. Just nudge your brains and get as many as you want. Between the 'real you' and the 'ideal you' stands this 'Great wall of Excuses'. It's time to get over these excuses before they get over you. What's your excuse? Do let us know. If we find it totally unusual…we will make sure that it's off Can't gym today because The Log on to www.thehealthcclub.com or email us at thehealthclub@gmail.com Health Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134. Club
  • THE HEALTH CLUB(VERSION 2) THE HEALTH CLUB CAMPAIGN 2) T Your verbal diarrhea can have serious consequences! 3 rd Number EXCUSE: Not in the mood. 3 is slow in pace, don’t let it enter the race. he saying often goes that the Pen is mightier than the sword. However, what about the spoken word? Do we ever think of the words that are shot of our mouth? Words once spoken are like an arrow shot off a bow, one that cannot be taken back. And maybe that's Excuses! A source of escapism tried and tested over the years. Well known for giving respite why it is very important to have a check on what are you saying and to in the most unwanted situations. The best part, they are always in circulation. You don't need whom. Nobody likes to hear nonsense and specifically it is that extra bit to carry it in an expensive handbag, nor in a designer briefcase. Just nudge your brains and which is always annoying and makes people lose interest in you. Likewise get as many as you want. nobody gets pleasure from that extra flab, may it be on him/herself or on somebody else. Between the 'real you' and the 'ideal you' stands this 'Great wall of Excuses'. It's time to get over these excuses before they get over you. Fat is as redundant as those extra words in a conversation. The more you What's your excuse? Do let us know. If we find it totally unusual…we will make sure that it's off have it, the more people lose interest. Can't gym today because An ad campaign for a gym 'The Health Club' has caught this nerve to motivate people to attend gym and get back in shape. The Log on to www.thehealthcclub.com or email us at thehealthclub@gmail.com Health Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134. Club
  • THE HEALTH CLUB(CAMPAIGN 2) THE HEALTH CLUB (CAMPAIGN 2) HOW TO DO THE GREAT SELLING LEARN THE ART OF PROPOSING ACT! What to say & how to say. What sells & what does not. Sir, this is the limited edition Electrolux I love you my darling. And I can do vacuum cleaner. You can get it only for anything to prove my love for you. Rs. 1500 plus free service for 2 years. I love you my darling and you know it's true. I can Sir, this is the limited edition Electrolux vacuum go to any extent to prove my love for you. I can cleaner. You can get it only for Rs. 1500 plus free jump from 100th floor of a building, swim oceans, service for 2 years, if you buy it right now. It can cross forest of thorns, just for you. I am sure you clean any kind of dirt. are born only for me and I am only for you. Sir, this is the limited edition Electrolux vacuum cleaner. I love you my darling and you know it's true. I can go to You can get it only for Rs. 1500 plus free service for 2 any extent to prove my love for you. I can jump from years, if you buy it right now. It can clean any kind of dirt. 100th floor of a building, swim oceans, cross forest of Sir, with this vacum cleaner, I don't think you need to thorns, just for you. I am sure you are born only for me depend on your maid any longer. This deal is simply and I only for you. I love you so much ! I will also cook irresistible as this cleaner cleans the floor so well that you food for you, walk your dog, bath him. Also I am good actually don't need any mopping… with kids, I know when to change diapers… It's the extra bit which is why people lose interest. It's the extra bit which is why people lose interest. The The Health Health Club Club
  • THE HEALTH CLUB(CAMPAIGN 2) THE HEALTH CLUB (CAMPAIGN 2) TVC TVC Script for Ad 1 THE ART OF PROPOSING LEARN THE ART OF PROPOSING SITUATION 1: What to say & how to say. Scene 1: (Retro dressing) A girl and a boy running from opposite ends approaching each other. The guy is holding rose in his hand. I love you my darling. And I can do anything to prove my love for you. Scene 2: They are standing in front of each other as the girl speaking to the I love you my darling and you know it's true. I can guy. go to any extent to prove my love for you. I can Dialogue: jump from 100th floor of a building, swim oceans, cross forest of thorns, just for you. I am sure you Jill: “I love you my darling. And I can do anything to prove my love for you.” are born only for me and I am only for you. Jack: (Completely in love) Yes Merry, I love you too. Let's get married. (Fade out) I love you my darling and you know it's true. I can go to any extent to prove my love for you. I can jump from SITUATION 2: 100th floor of a building, swim oceans, cross forest of Scene 1: (Retro dressing) A girl and a boy running from opposite ends thorns, just for you. I am sure you are born only for me and I only for you. I love you so much ! I will also cook approaching each other. The guy is holding rose in his hand. food for you, walk your dog, bath him. Also I am good Scene 2: They are standing in front of each other as the girl speaking to the with kids, I know when to change diapers… guy. It's the extra bit which is why people lose interest. The Health CONTD. Club
  • THE HEALTH CLUB(CAMPAIGN 2)TVC THE HEALTH CLUB CAMPAIGN 2)TVC Dialogue: Dialogue: Jill: “I love you my darling and you know it's true. I can go to any extent to Jill: I love you my darling and you know it's true. I can go to any extent to prove my love for you. I can jump from 100th floor of a building, swim prove my love for you. I can jump from 100th floor of a building, swim oceans, cross forest of thorns just for you. I am sure you are born only for oceans, cross forest of thorns just for you. I am sure you are born only for me and I only for you.” me and I only for you. I love you so much! I will also cook food for you, John: (hiding embarrassment) Yeah Jill. I know how much you love me. I walk your dog, bath him. Also I am good with kids, I know when to think we should get married. change diapers… (Fade out) John: Intervenes. (Embarrassed and uncomfortable) okay…Yeah… I got to SITUATION 3: go now. Will call you baby. (Still in love though) Scene 1: (Retro dressing) A girl and a boy running from opposite ends Fade out approaching each other. The guy is holding rose in his hand. Scene 2: They are standing in front of each other as the girl speaking to the Text appears: It's that extra bit which is why people lose interest. guy. Gym name and contact information follows. CONTD. CONTD.
  • THE HEALTH CLUB(CAMPAIGN 2)TVC THE HEALTH CLUB CAMPAIGN 2)TVC THE GREAT SELLING ACT Dialogue: SITUATION 1: Saleswoman: Sir, this is the limited edition Electrolux vacuum cleaner. You Scene 1: A middle age man opens the door to see this beautiful looking can get it only for Rs. 1500 plus free service for 2 years, if you buy it female who is a saleswoman and holding a vacuum cleaner in her hand. right now. It can clean any kind of dirt. Scene 2: They are standing in front of each other as the saleswoman is Man (customer): (Suspicious yet interested) Oh, is it! I am sure there is a speaking to the guy. catch. Let me have a look. Then I will decide. Dialogue: (Fade out) Saleswoman: Sir, this is the limited edition Electrolux vacuum cleaner. You SITUATION 3: can get it only for Rs. 1500 plus free service for 2 years. Scene 1: A middle age man opens the door to see this beautiful looking Man (customer): (Excited and eager) Great! Just for 1500! Please come female who is a saleswoman and holding a vacuum cleaner in her hand. inside. Can I see a live demonstration? Scene 2: They are standing in front of each other as the saleswoman is (Fade out) speaking to the guy. SITUATION 2: Scene 1: A middle age man opens the door to see this beautiful looking CONTD. female who is a saleswoman and holding a vacuum cleaner in her hand. Scene 2: They are standing in front of each other as the saleswoman is speaking to the guy. CONTD.
  • THE HEALTH CLUB(CAMPAIGN 2)TVC PUBLIC SURVICE ADS Dialogue: Saleswoman: Sir, this is the limited edition Electrolux vacuum cleaner. It cleans all kinds of dirt. You can get it only for Rs. 1500 plus free service for 2 years, if you buy it right now. It can clean any kind of dirt. Sir, with this vaccum cleaner, I don't think you need to depend on your maid any longer. This deal is simply irresistible as this cleaner cleans the floor so well that you actually don't need any mopping… Man (customer): Intervenes. (Bored and uninterested) eh…Okay. I think I am good with a broom. Thanks anyway. Camera fades out Text appears: It's that extra bit which is why people lose interest. Gym name and contact information follows.
  • PUBLIC SURVICE ADS PUBLIC SURVICE ADS
  • PUBLIC SURVICE ADS PUBLIC SURVICE ADS