Download - My Mirror
MY MIRRORAN AGENCY SUES A COPYWRITER (AN APPLICANT) FOR WRITING A WHACKY INTRODUCTION.
well known Ad agency has filed a Alawsuit against a
trainee copywriter for dishing out a strange introduction about him.
Copywriter was completely unaware of the surprise that he was in for. Spokesperson for the ad agency has decided to keep silent on the incident.
CREATING NEWS SINCE 1987Reflecting my ideas and me
OFFER LETTER
Dear Anurag,
We are pleased to offer you a position of Junior Copywriter with us. We trust
that your knowledge, skills and experience will be among our most valuable
assets.
Should you decide to accept this offer, you are required to complete certain
joining formalities as a part of our recruitment process.
Please refer to subsequent annexure attached herewith to understand the
process.
We hope that you'll accept this job offer and look forward to welcoming you
onboard.
Regards,
Creative Director
MY MIRROR
My colorful life- From editor’s desk
Anurag Shukla
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
Bachelors in Mass Media from Mumbai University
Work Experience
1. Currently working at 'Thought Trains' as a Copywriter
2. NetBiz Systems Pvt Ltd. (May'09- September'09)
Job Profile - Copywriter
Job Responsibilities
Creating copy for variety of websites
Worked on Viral advertisements for various brands
? Creating website sitemaps and wireframes
? Working on Pitch Cases
Brands Worked On: - Godrej, Century Ply, Lays, Kingfisher, Tata Salt, Arrow
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
Brands Worked On - Cadbury, Taj Tea (Hindustan Unilever), Save Tiger Foundation (PSA)
Educational Achievements
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.
2. HSC Passed from the prestigious Kendriya Vidyalaya Fort Williams, Kolkata
In times where everything you wear and do is a reflection of your personality, your shoes speak a lot about your character.
Gone are the days when polishing your shoes and mak ing them sh ine to perfection was a ritual. Keeping in mind the busy lifestyle that everyone lives in the city,
Kiwi has been phenomenal in making the shoe shine job a matter of few seconds. It's as simple as taking a look at Kiwi show shine and lo behold! your shoes are polished.
RANDOM
Kiwi, an old player but shine new as ever.
MY MIRROR
Chanting new Mantras: Tantra
fter revolutionizing the traditional outlook of Indian youth Tantra has recently gone through the very Afamous '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 religions and traditions in forefront and to make it every Indian's first apparel choice” said Managing Director of Tantra in a press release.
The CEO of Tantra further added “we want Tantra to be every Indian's prized possession, may it be male or female. Tradition lives in our hearts and is above any gender discrimination and so is Tantra.”
It is also believed that Tantra will soon launch its new range of T-shirts 'Galti hai par chaltti hai', which will showcase infamous contemporary Indian scenario, the functioning and glitches our Indian system comes with.
With a concept that's sure to catch attention of every Indian around, Tantra surely looks all decked up to mesmerize people with its new mantra.
See next page
VISUAL:
A vibrant & colorful rangoli made using Tantra
t-shirts as props
POSITIONING STATEMENT:
Traditionally Cool
VISUAL:
Various yoga positions depicted
using Tantra T-shirts as props
POSITIONING STATEMENT:
Traditionally Cool
VISUAL:
Various yoga positions depicted using
Tantra T-shirts as props
POSITIONING STATEMENT:
Traditionally Cool
TRADITIONALLY COOL (HOARDING)
TRADITIONALLY COOL(MAGAZINE) TRADITIONALLY COOL(MAGAZINE)
VISUAL:
A Scene from Mahabharata. Gopika's are
bathing in water.
Krishna is hiding behind trees, watching
them with their clothes piled in his hand.
POSITIOINING STATEMENT:
Traditionally Cool
VISUAL:
Hanuman is wearing Tantra t-shirt with a
heart imprinted on it.
The heart shows Ram and Sita in it.
Hanuman is shown as if opening his
chest to reveal the heart.
POSITIONING STATEMENT:
Traditionally Cool
VISUAL:
Lord Krishna and Radha standing in
Vrindavan. Krishna is wearing a Blue
Tantra t-shirt.
The hem of the t-shirt is tied in a knot on
his waist with his flute tucked in to the knot.
POSITIONING STATEMENT:
Traditionally Cool
VISUAL:
Lord Vishnu wearing a Tantra t-shirt with
'My Avataar' written on it.
The T-shirt has pictures of all avatars of
Vishnu (Ram, Krishna, Narad, Dattatraya
etc)
POSITIONING STATEMENT:
Traditionally Cool
TRADITIONALLY COOL(MAGAZINE) TRADITIONALLY COOL(MAGAZINE)
VISUAL:
Lord Vishnu wearing a Tantra t-shirt with
'My Avataar' written on it.
The T-shirt has pictures of all avatars of
Vishnu (Ram, Krishna, Narad, Dattatraya
etc)
POSITIONING STATEMENT:
Traditionally Cool
VISUAL:
Brahma, Vishnu, Mahesh (shiv) standing
in heaven, wearing Tantra t-shirt.
Wordings 'Masters of the universe'
displayed below the visual.
POSITINING STATEMENT:
Traditionally Cool
VISUAL: Lord Shiv wearing a Tantra t-
shirt with 'My Avataar' written on it.
The T-shirt has pictures of all avatars of
Shiv (Hanuman, Shankara, Durvasa,
Virabhadra)
POSITIONING STATEMENT:
Traditionally Cool
VISUAL:
Durga shown seated on her lion, killing
Mahishasur
. She is wearing a Tantra t-shirt. Wordings
'Girl power' displayed below the visual.
POSITIONING STATEMENT:
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)
Arrow tells people NOT TO BUY Arrow shirts
rrow is sure to catch eyes of lot of people across the
country. Arrow, considered a premier brand in men's
apparel has launched its new range of shirts 'Arrow AAnti-wrinkle shirts'.
Well undoubtedly this new range is a class apart and so is its
advertising strategy. With this ad campaign Arrow becomes the first
apparel brand that is mudslinging itself.
Arrow is excited about this campaign as they believe that this
campaign will certainly bring attention to them and take apparel
industry to another level.
Visual:
The visuals in the ads show an Arrow Shirt with creases
all over it. To a normal eye they appear as normal creases,
however they are formed with minute texts. These texts are
statements indicating a man's achievements and success in
his life.
A magnifying glass is shown magnifying one part of the
wrinkle.
Headline:
Wrinkles tell stories of your success
Positioning Statement:
Take pride in your wrinkles.
ARROW(MAGAZINE) ARROW(MAGAZINE)
TAKE PRIDE IN YOUR WRINKLES!
do not buy Arrow Anti-wrinkle shirts
TAKE PRIDE IN YOUR WRINKLES!
do not buy Arrow Anti-wrinkle shirts
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 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
Books are bygone” say students from across the world and Gulf Medical University seconds.
ulf Medical University(GMU), may not have a century
long legacy however, it has produced a lot of Gsuccessful 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!
GULF MEDICAL UNIVERSITYARROW(MAGAZINE)
GULF MEDICAL UNIVERSITY
It's complicated to diagnose the
right problem. Now imagine doing it
with time playing against you.
In medical world doing your job meticulously with 100 percent precision and precaution does not necessarily mean 100 percent success. There are times that not only demand you to be equipped with knowledge but also implement it with conviction.
Understanding this necessity, we at GMU have taken education to another level giving you hands on experience of the medical world.
Experiential learning
For any inquiries please contact us at:www.gmu.comPhone: (+971 6) 7431383Postal Address: P.O. Box : 4184 Ajman, United Arab Emirates.
__________________
00:0200:0100:00
00:0200:0100:00
Performing an operation is a critical feat.
Now imagine doing it under this much light.
Being a doctor means much more than performing operations in operation theaters and treating patients in a well equipped hospital. Medical emergencies can come at the most unexpected times and at the most unexpected places.
That is why our course curriculum is diligently designed to impart pragmatic learning, preparing you for realities of surreal situations.
Experiential learning
For any inquiries please contact us at:www.gmu.comPhone: (+971 6) 7431383Postal Address: P.O. Box : 4184 Ajman, United Arab Emirates.
____________________
GULF MEDICAL UNIVERSITY
GULF MEDICAL UNIVERSITY THE HEALTH CLUB
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 you are dealing with saving lives, you can't afford to go wrong.
We at Gulf Medical University equip you with comprehensive learning experience that prepares you for such uncertainties.
For any inquiries please contact us at:www.gmu.comPhone: (+971 6) 7431383Postal Address: P.O. Box : 4184 Ajman, United Arab Emirates. Experiential learning
It requires undivided attention to listen to
where every other sound is a distraction.fading beats, now imagine focusing on them
Recent studies show that excuses are the heaviest in calorie count!
ecently doctors and psychiatrists in Harvard
School have been researching on the art that
goes behind the science of losing body fat. And Rtheir 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.
A newly launched gym 'The Health Club' with an aim to
promote fitness and health has developed a campaign strategy
that caters to people across all segments.
The campaign is eye catching and picks up situations from our
daily lives. It is astonishing to realize how excuses can be so
silly and how easy it is to overcome them.
Checkout the campaigns in next few pages…
THE HEALTH CLUB (VERSION 1)
Your excuse for not going to the gym
can make you lose a lot, especially your
WEIGHT.
What's your excuse? Do let us know. If we find it totally offbeat, you get 3 month membership absolutely FREE.
Yeah, excuses do pay sometimes.
---------------------------------------I hate going to gym but I can't because----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
THC
he
ealth
lub
Log on to
Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134. W: www.heathclub.com
www.thehealthcclub.com [email protected] email us at
Weather forecast predicted heavy rains today
And I don't have an umbrella
Excuse #18
Your excuse for not going to the gym
can make you lose a lot, especially your
WEIGHT.
What's your excuse? Do let us know. If we find it totally offbeat, you get 3 month membership absolutely FREE.
Yeah, excuses do pay sometimes.
---------------------------------------I hate going to gym but I can't because----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
THC
he
ealth
lub
Log on to
Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134. W: www.heathclub.com
www.thehealthcclub.com [email protected] email us at
Excuse #34
My favorite actress got married
Need some time alone today
THE HEALTH CLUB(VERSION 1)
THE HEALTH CLUB(VERSION 1)
Man on the television told me to stay tuned!
So, can't go today
Your excuse for not going to the gym
can make you lose a lot, especially your
WEIGHT.
What's your excuse? Do let us know. If we find it totally offbeat, you get 3 month membership absolutely FREE.
Yeah, excuses do pay sometimes.
---------------------------------------I hate going to gym but I can't because----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
THC
he
ealth
lub
Log on to
Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134. W: www.heathclub.com
www.thehealthcclub.com [email protected] email us at
Excuse #34
What's number today will be out of list tomorrow!1Excuses! 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.
st1 EXCUSE: Got up late.
What's your excuse? Do let us know. If we find it totally unusual…we will make sure that it's off
Log on to
Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134.
www.thehealthcclub.com [email protected] email us at
Can't gym today because
THC
heealthlub
THE HEALTH CLUB (VERSION 2)
THE HEALTH CLUB(VERSION 2) THE HEALTH CLUB (VERSION 2)
Number is the first looser so let it loose out from your 2Excuses! 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.
nd2 EXCUSE: Alarm didn’t ring.
What's your excuse? Do let us know. If we find it totally unusual…we will make sure that it's off
Log on to
Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134.
www.thehealthcclub.com [email protected] email us at
Can't gym today because
THC
heealthlub
THE HEALTH CLUB(VERSION 2) THE HEALTH CLUB CAMPAIGN 2)
Your verbal diarrhea can have serious consequences!
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 Tan arrow shot off a bow, one that cannot be taken back. And maybe that's
why it is very important to have a check on what are you saying and to
whom. Nobody likes to hear nonsense and specifically it is that extra bit
which is always annoying and makes people lose interest in you. Likewise
nobody gets pleasure from that extra flab, may it be on him/herself or on
somebody else.
Fat is as redundant as those extra words in a conversation. The more you
have it, the more people lose interest.
An ad campaign for a gym 'The Health Club' has caught this nerve to
motivate people to attend gym and get back in shape.
Number is slow in pace, don’t let it enter the race.3Excuses! 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.
rd3 EXCUSE: Not in the mood.
What's your excuse? Do let us know. If we find it totally unusual…we will make sure that it's off
Log on to
Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134.
www.thehealthcclub.com [email protected] email us at
Can't gym today because
THC
heealthlub
THE HEALTH CLUB(CAMPAIGN 2) THE HEALTH CLUB (CAMPAIGN 2)
I love you my darling. And I can do anything to prove my love for you.
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 oceans, cross forest of thorns, just for you. I am sure you
are born only for me and I am only for you.
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 oceans, cross forest of
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 food for you, walk your dog, bath him. Also I am good
with kids, I know when to change diapers…
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 oceans, cross forest of
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 food for you, walk your dog, bath him. Also I am good
with kids, I know when to change diapers…
LEARN THE ART OF PROPOSINGWhat to say & how to say.
It's the extra bit which is why people lose interest.THC
heealthlub
Sir, this is the limited edition Electrolux vacuum cleaner. You can get it only for Rs. 1500 plus free service for 2 years.
Sir, this is the limited edition Electrolux vacuum cleaner. 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, this is the limited edition Electrolux vacuum cleaner. 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 vacum 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…
Sir, this is the limited edition Electrolux vacuum cleaner. 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 vacum 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…
HOW TO DO THE GREAT SELLING ACT!
What sells & what does not.
It's the extra bit which is why people lose interest.THC
heealthlub
THE HEALTH CLUB(CAMPAIGN 2) THE HEALTH CLUB (CAMPAIGN 2) TVC
I love you my darling. And I can do anything to prove my love for you.
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 oceans, cross forest of thorns, just for you. I am sure you
are born only for me and I am only for you.
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 oceans, cross forest of
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 food for you, walk your dog, bath him. Also I am good
with kids, I know when to change diapers…
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 oceans, cross forest of
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 food for you, walk your dog, bath him. Also I am good
with kids, I know when to change diapers…
LEARN THE ART OF PROPOSINGWhat to say & how to say.
It's the extra bit which is why people lose interest.THC
heealthlub
TVC Script for Ad 1
THE ART OF PROPOSING
Scene 1: (Retro dressing) A girl and a boy running from opposite ends
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
guy.
Jill: “I love you my darling. And I can do anything to prove my love for you.”
Jack: (Completely in love) Yes Merry, I love you too. Let's get married.
(Fade out)
Scene 1: (Retro dressing) A girl and a boy running from opposite ends
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
guy.
CONTD.
SITUATION 1:
Dialogue:
SITUATION 2:
THE HEALTH CLUB(CAMPAIGN 2)TVC THE HEALTH CLUB CAMPAIGN 2)TVC
Dialogue:
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
oceans, cross forest of thorns just for you. I am sure you are born only for
me and I only for you.”
John: (hiding embarrassment) Yeah Jill. I know how much you love me. I
think we should get married.
(Fade out)
Scene 1: (Retro dressing) A girl and a boy running from opposite ends
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
guy.
CONTD.
SITUATION 3:
Dialogue:
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
oceans, cross forest of 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 food for you,
walk your dog, bath him. Also I am good with kids, I know when to
change diapers…
John: Intervenes. (Embarrassed and uncomfortable) okay…Yeah… I got to
go now. Will call you baby. (Still in love though)
Fade out
Text appears: It's that extra bit which is why people lose interest.
Gym name and contact information follows.
CONTD.
THE HEALTH CLUB(CAMPAIGN 2)TVC THE HEALTH CLUB CAMPAIGN 2)TVC
Dialogue:
Saleswoman: Sir, this is the limited edition Electrolux vacuum cleaner. 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.
Man (customer): (Suspicious yet interested) Oh, is it! I am sure there is a
catch. Let me have a look. Then I will decide.
(Fade out)
Scene 1: A middle age man opens the door to see this beautiful looking
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.
SITUATION 3:
THE GREAT SELLING ACT
Scene 1: A middle age man opens the door to see this beautiful looking
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.
Saleswoman: Sir, this is the limited edition Electrolux vacuum cleaner. You
can get it only for Rs. 1500 plus free service for 2 years.
Man (customer): (Excited and eager) Great! Just for 1500! Please come
inside. Can I see a live demonstration?
(Fade out)
Scene 1: A middle age man opens the door to see this beautiful looking
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.
SITUATION 1:
Dialogue:
SITUATION 2:
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