General Reference websites

• https://adage.com/article/special-report-
creativity-top-5/best-cannes-lions-2021-winning-
campaign
• https://bestmediainfo.com
• https://www.exchange4media.com/
• https://www.campaignasia.com/
• https://www.afaqs.com/
• https://learnenglish.britishcouncil.org/
• https://www.coursera.org/
• https://www.adsoftheworld.com/
 Follow them on Twitter
• Kotler
• CK Prahlad
• Deepali Nair
• Ambi Parmeshwaran
• Kartik Srinivasan
• Shiv Shivakumar - -Linkedin
 Copy Writing

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• https://lifeclub.org/books/hey-whipple-
squeeze-this-luke-sullivan-with-sam-bennett-
review-summary

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 MODULE 1

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L1 : 07th July, 2021

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Creative Writing
-Fiction
-Non Fiction
-Prose & Poetry

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 In Class exercise and Discussion
• Prompt helps you write and avoid writer’s
block
• Prompt: Write a couple of sentences. No right
or wrong. It can be a prose, poetry or a
conversation that
• If your mirror spoke to you what would it tell?

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L2 : 09th July, 2021

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 Lifebuoy Handwash Ad
https://www.youtube.com/watch?v=mhMuZ6DNVq0

Discussion on different elements

• Role of product – hand wash v/s soap

• Catch line - Bunty tera sabun slow hain kya ?
• Meme marketing – meme on Bunty ad in Corona times

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 Spotify Ad 1 – in class discussion
1) Sunte Ja | Slow Breakfast | Spotify India
https://www.youtube.com/watch?v=g_jFPgXlWAo&t=1s
What technique has been used in terms of writing that has been
used in the ad ?

In class discussion
• Celebrity endorsement
• Show case how songs can be searched
• Young v/s Old generation – Compare and Contrast

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 Spotify Ad 2 – In-class discussion
Sunte Ja | What's the score? | Spotify India | Anil Kapoor
https://www.youtube.com/watch?v=NdQTr0WJhrE

Sunte Ja | What’s in the age | Spotify India

https://www.youtube.com/watch?v=ZTGkT50odb8

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In class discussion : Spotify Ads
• What are the consistent elements retained in the ad .Watch the follow-up ad in
the series
• Relationship between father and son
• Casting is retained

• How has the product been showcased in the ads? What are the different
product messages in the ad? Product Truths
• Old and new songs
• Easy to download
• Connects 2 generations –product and execution message
• Download in background while other apps in background

• What are the human insights in the ad ? Father – Son truths in ad

• Relationship and Bonding
• Father likes to lose against his son – line in ad
• Father is always proud of his son
• Father learns about digital from his son
• Change in portrayal of the father in the ad – non strict father, modern
outlook , bridging the gap
• Changing consumer trends reflected

• Advertising a reflection of life

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L3- 16. 07.2021

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 What is Copywriting ?
• Composition of headings, sub-headings and
the body copy of advertisements, catalogues
or brochures.
• Help promote businesses, ideas and opinions
• Verbalizes concepts in ways that inform
audiences and move them to action.
• Words define brands and become part of our
cultural language.

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• an art of writing and compiling creativity in
writing content
• Works in tandem with the art director in an
advertising agency

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 Qualities of a Good Copywriter
Not a comprehensive list
• Creative – approach project from many different angles.
• Curiosity about the world around them and how things work and fit
together ; hunger for knowledge
• Good Communicators
– They are able to express, exactly, the key benefits of a product using only words and
pictures.
– They are intrigued by language and the ability of using words to create an image.
• Congenial, Team Player
• Fascinated by how people’s minds work and what makes them tick.
• Avid readers across subjects and genres
• Must have a keen interest in the written word
• Upto date with changing trends on consume
• Experts at multi-tasking , Deadline oriented
• Ability to think outside the box
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 How to inculcate a 'creative
thinking attitude'
http://psychlearningcurve.org/creative-teaching-
and-teaching-creativity-how-to-foster-creativity-
in-the-classroom/

nurtured creativity as a habit and skill every day

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 The Seven Da Vincian Principles
1. Curiosità—An insatiably curious approach to life and an unrelenting quest for
continuous learning
2. Dimostrazione- A commitment to test knowledge through experience, persistence,
and a willingness to learn from mistakes.
3. Sensazione- The continual refinement of the senses, especially sight, as the means to
enliven experience.
4. Sfumato (literally “Going up in Smoke”)—A willingness to embrace ambiguity, paradox,
and uncertainty
5. Arte/Scienza—The development of the balance between science and art, logic and
imagination “Whole-brain” thinking.
6. Corporalità—The cultivation of grace, ambidexterity, fitness, and poise.
7. Connessione—A recognition of and appreciation for the interconnectedness of all
things and phenomena. Systems thinking

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 MIND DUMP /MIND MAP – CLASS Exercise
food, a sunset,, the color
• art exhibitions, yellow, the beach,,,
Mind
• Doing things which i love to do a plant having its very first
• Helping Others flowers
• 4- Spending time with myself

Phy 7- Being with my family & friends

• Riding Bike
• Trekking friends, family,,,,,
• long drives
• Adventures peace full music, party,
HAPPINESS a good movie, series
night
drive..
retro song
Listen Music
Action …. Audio Visual
Pump up jam
Becoming better version of myself

Achieving Daily Goals

Productivity
Cuddling Not to be reproduced without permission
• Brainstorming is method of thinking up solutions, ideas or new concepts.
• It can be a difficult process for many reasons: sometimes people are
unwilling to suggest a solution for fear of criticism or the problem may just
be a very difficult one, and one that no existing solutions exist for yet.
• getting every idea out of your head and then go back to examine them
afterwards.
• An idea that may have initially sounded off-the-wall may actually turn out to
be a plausible idea with a little modification.
• Osborn's technique of deferred judgment increases the individual's synthesis
capabilities by releasing the human mind from the analysis mode of thinking.
• Brainstorm means using the brain to storm a creative problem and to do so
"in commando fashion, each stormer audaciously attacking the same
objective."
• Creativity is encouraged by not allowing ideas to be evaluated or discussed
until everyone has run dry.
• Any and all ideas are considered legitimate and often the most far-fetched
are the most fertile.
 Do Type on Chat:
10 Creative Uses of a Pencil.
More the Merrier!
Don’t judge your answers.
No right or wrong

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 Creative uses of a pencil
1. Reset
2. Product Idea
1. Hair accessory • Lens of Objective
2. As a toothpick ? Material ? Hygiene? Specific part of mfrg process • Modification
3. Best out of Waste / CSR • Add 2 ideas
1. Making flowers from pencil waste • Ideas Bank
2. making eraser from pencil waste • Not to be discarded
4. Calculator button presser
1. I am a stationery maker - Long term
2. Feasiblity
5. decorate school drawing book with colour pencils
6. Fake cigarette ? Legal ? ASCII
7. Bookmark
8. Rolling device
9. Material / Input / raw material – TOYS ?
1. Sword
2. chopsticks
10. Decoupage - pencil shavings as a decoration
11. Combination - pencil shavings as a decoration +Bookmark
1. the brand can hold a giveaway for the best artworks made of pencil shavings on their
social media handles
12. Pencil Fighting
1. Communication Device
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1.
2.
Reset
Product Idea Creative uses of a pencil
1. Hair accessory
2. As a toothpick ? Material ? Hygiene?
Specific part of mfrg process
3. Best out of Waste / CSR
1. Making flowers from pencil waste
2. making eraser from pencil waste
4. Calculator button presser
1. I am a stationery maker - Long term
2. Feasibility
5. decorate school drawing book with colour
pencils
6. Fake cigarette ? Legal ? ASCII
7. Bookmark
8. Rolling device
9. Material / Input / raw material – TOYS ?
1. Sword
2. Chopsticks
havings as a decoration
10. Combination - pencil shavings as a decoration
+Bookmark
1. the brand can hold a giveaway for the best artworks
made of pencil shavings on their social media handles
11. Pencil Fighting - Communication Device

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• Place is not a constraint for creativity
– Vijay Tendulkar

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• https://www.poopoopaper.com/

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 Anti Ageing Cream Ads PAINTS

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 04.08.2021

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Marketing Brief

Creative Brief

Generating
ideas

Developing a
range of ideas
to come to a
Big Idea

Evaluating

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 Big Idea

• Big idea was so big it extended beyond advertising and took a life of it's own.
• Part of pop culture
• Holy grail
• Major selling idea of the ad campaign
• strongest singular thing you can say about your product or service.
• claim with the broadest and most meaningful appeal to your target audience.
• stands strong enough to remain the central issue in every ad and commercial
in the campaign.

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The late David Ogilvy, generally considered one of the most creative
advertising copywriters ever to work in the business, has stated: “I doubt if
more than one campaign in a hundred contains a big idea. I am supposed
to be one of the more fertile inventors of big ideas, but in my long career as
a copywriter I have not had more than 20.”

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• Nike's "Just Do It"
• "Got Milk"
• “We try harder” (Avis v/s Hertz)
• “Pepsi generation” theme
– “the taste of a new generation” and “Generation Next”;
• “Be all you can be” theme used in recruitment ads for
the U.S. Army;
• Wendy’s “Where’s the beef?”
• “Intel inside”
• “It keeps going and going” theme for Energizer
batteries, featuring the pink bunny
• “Like a rock” theme for Chevrolet trucks.

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• TATA Manza AD "We Have"
• Surf excel daag acche hain
– https://youtu.be/tyTRR2vT0Qk
• Burger King
– https://www.youtube.com/watch?v=oSDC4C3_16Y&t=2s
• Feviquik
– https://youtu.be/HMZ45fSOr1k
• Fogg
• https://www.youtube.com/watch?v=4quN-Bnu--M
• Apple Watch Series 6 | Hello Sunshine | Apple
– https://www.youtube.com/watch?v=RkRQ_aykXw8
• https://youtu.be/TMSOAn-xZAQ
• https://www.youtube.com/watch?v=GWvxt1IL9Wg
– Happy Dent

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https://www.adsoftheworld.com/media/print
/yakult_impossible_like_sharing_yakult

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 MODULE 2

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 Where we are?
Context/Situation
Analysis

Where we want to go ?
Message

How do we reach ?
Mediums

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 MODULE 3

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 Ad Styles of different ad agencies
1) https://www.wundermanthompson.com/india
2) https://www.ogilvy.com/
3) http://leoburnett.co.in/our-work/
4) https://www.fcbulka.com/
5) https://www.facebook.com/taprootindia/videos/?ref=page_i
nternal

Digital
1) https://www.schbang.com/
https://www.instagram.com/schbang/

2) https://webchutney.com/

3) https://www.mirumindia.com/
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MODULE 4
Writing copy for
- Various formats (Print, TV, radio, outdoors) and
- Various audiences (kids, youth, senior citizens,
women, etc.)

Demographic
Psychographics

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 Television Advertising Formats:
• Demonstration
• Problem and Solution
• Music and Song
• Spokesperson - Expert, average-person, and celebrity
testimonials fall into this category.
• Dialogue
• Vignette
• Narrative - personal, emotional, and involving
– Hallmark
– https://www.youtube.com/watch?v=MvUe1JLMPyg

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Radio Ad
Cadbury Celebrations https://www.youtube.com/watch?v=K5UN
Kuch mithas ho z3GVlcE
jaye

Coca Cola Coke Summer https://www.youtube.com/watch?v=pDj8Q Sounds

Sound YigFnw

Tide Tide - Rasayan https://www.youtube.com/watch?v=cXc0f Regional accent

Class BOMOkw Humor
Top class safai
Nitco Tiles https://www.youtube.com/watch?v=b95je Story
DCJbCk&list=PLJQEluPct16KP2kTJprJJlWr- PINKESH : Radio
oQ9iVId9 Mirchi Kaan Gold
Winner

repitition
Humor
Pun
AB VO
Anti Skid
Mayur Ply https://www.youtube.com/watch?v=z4PzZ No Keeda
- Office 6x_irc&list=PLJQEluPct16KP2kTJprJJlWr- Crass humor
oQ9iVId9&index=11 Pun (kheeda)
Colloquial
 Terms
• TG - target group or TA - target audience

• Advertising / communication / marketing

audience

• Usually different than the buying audience /

universe

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 a. Writing copy for children
• Nag Factor
• Pester power
• children persuade their parents into buying
products
• smaller family size, dual incomes and
postponing children until later in life mean
that families have more disposable income
• Not own purchasing power
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 Ads
to Kids ?
• Ad 1 – Flipkat
– If kids can use it so can
you
– Kids playing adult
– rewrote the archetypal
roles for kids

• Ad 2 – Kwality Walls
– bright color palette
– Do do doodl….

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• Innocence like approach
Kids Ads
• . Strong visual images and animation:
• Effective Theme for Children: To feel safe,
• Swift action and attractive child models: tempo music
• Child like Approach:
– There are two approaches a writer can adopt when writing for children.
– One way is to write about the thoughts, actions and feelings of a child.
– While this works sometimes, it often does not appeal to children as it sounds unrealistic,
overly sentimental and nostalgic.
– The second approach is spending time with children and listening closely to them can
also be of great help in understanding their view of the world.
• Themes for different age groups: A six or eight-year-old’s concerns are
different from say, a ten-year-old. For a younger age group, stories with
simple, positive themes, happy experiences with life’s lessons woven into
them unobtrusively, work well. Older children are ready to explore more
complex themes and darker experiences

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•
Kids Ads
The story is the key element in any children’s copy:
• Location: Be it a haunted castle, a suburban school, outer space or a tribal
village, the setting of a story creates the mood for what’s to come. Done
well, it also serves to ‘hook’ the reader’s interest at the start.
• Children dislike long descriptions, so it’s necessary to swiftly sketch in your
background before your reader gets bored.
• Characters: The characters who inhabit the story are one of its most
important elements, more so than the physical background. Heroic,
conflicted, adventurous, or plain nasty, main characters need to be
sketched in with strong personality traits
• Language - contemporary expression.

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 Kids Ads Classics
• Vicks
– https://www.youtube.com/watch?v=A4PvKfvQqgs

• Dhara Boy
– https://www.youtube.com/watch?v=-
H4GWUkdhps

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 Kids Ads links
• https://timesofindia.indiatimes.com/india/ads
-by-kids-but-not-for-
kids/articleshow/61612319.cms

• https://www.thedrum.com/news/2020/02/12
/unilever-takes-action-prevent-ads-targeting-
kids-under-12

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 2. Youth Marketing
• Activities to communicate with young people,
typically in the age range of 12 to 34 (?)
• Tween Marketing, targeting people in the 8 to 12
year-old range
• Teen Marketing, targeting people age 13 to 19,
• College Marketing, targeting college-age consumers,
typically ages 18 to 21
• Young Adult Marketing, targeting young
professionals, typically ages 22 and above.

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https://www.mtvindia.com/insight
studio/ymf/
• https://www.businessinsider.in/advertising/br
ands/article/gen-z-decoded-mtvs-latest-
report-reflects-gen-zs-behavior-
patternsmindsets-habits-and-
perceptions/articleshow/86292861.cms

• https://www.mtvindia.com/insightstudio/ymf
/
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• Youth don’t want better content—more memes—they want a
better social experience.
• It isn’t enough to speak to youth; they must be engaged in a
way that allows them to share and to contribute—with your
brand and with each other
• Today young people expect to be able to learn about, interact
and be entertained by with brands or services targeting them
online.
• viral marketing influencer marketing.

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 The essentials of writing a good
copy for writing copy for youth
Part 1 – Catching their attention
• EXCLUSIVE ATTENTION – conversations
• CONNECT – support
• CONTEXT: It’s not just about content—context
matters, too.
– Content is advertising, sponsorship, thought leadership,
emails, blog posts, public relations.
– Context is community, contribution, events, crowd-sourced
projects.
• CONVERSATIONS
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 The essentials of writing a good
copy for writing copy for youth
Part 2 – Finer Details
• DETAILED COPY
• PERSONALIZATION: The copy should focus on
personalization and relationships as opposed
to sales pitches.
• UTILITY (comparison on web)
• SUBSTANCE over Gloss (authentic)
• ENGAGEMENT
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 The essentials of writing a good
copy for writing copy for youth
Part 3 : Some methods that could work
HUMOUR:
entertainment and popular culture
straight talk
VALUES: If the brand can successfully channel the values praised
by the youth, the brand is believed to have deserved their
loyalty.

TALKING WITH: The copy approach should be oriented towards

“talking with” as opposed to “talking at” the youth

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 The essentials of writing a good
copy for writing copy for youth
NEW 'MARKETING ECOSYSTEM: Youth of all ages now find
themselves in what the Berkeley Media Studies Group and the
Center for Digital Democracy call "a new 'marketing
ecosystem' that encompasses cell phones, mobile music
devices, broadband video, instant messaging, video games
and virtual three-dimensional worlds," all of which provide
the knowledge and information that young people use to
navigate their place in families, schools and communities.
Thus the copy should be customized for these new marketing
ecosystems.

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http://www.adglitz.com/blog/2009/08/pe
psi-sloganscatch-linestag-lines-over-the-
years-1900-2009

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 3.
• Gender-based differences in perceptions,
attitudes, and communication styles generate
• Gender-differentiated responses in priorities,
decision processes, and purchase outcomes.

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 Stereotypes
• Glamour based (car ads typical)
• Caring / Nurturing
– (mother, non working, just doing house work)
– ONLY shows one – soft, nurturing
• Ads reflection of cinema
• Few themes for writing for women: a. Unity
and safety of family b. Care , concern and
Upbringing children c. Marriage d. Sacrifice
• Cadburys Dairy Milk – signal of changing times
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Some Factors to keep in mind while
writing copy for women
• Women pick up on details and nuances
– , women are more sensitive to interpersonal nuances –
tone of voice, facial expression
– Provide plenty of specific information

• Men are Soloists, Women are Ensemble Players

– Men are gatherers, Soloists, individual decision making. ..
– Women are Ensemble Players, group dynamics
– Women -caring, consideration, and loyalty, details

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Some Factors to keep in mind while
writing copy for women
• Headline versus Body Copy:
– Consistent with men’s inclination to simplify and strip away extraneous detail,
they believe in starting with the main point and supplying specific detail only if
the listener asks for it.
– Conversely, women will often start with a lengthy background and build up to
the summary conclusion – an approach consistent with their belief in context
and richness of detail. To women, the details are the good part
• “Report Talk” versus “Rapport Talk:”
– Sociolinguist Dr. Deborah Tannen characterizes men’s conversation as “report
talk,” whose role is to transmit information, solve problems, and establish or
defend individual status. S
– women’s conversation “rapport talk,” whose purpose is to transmit
information, solve problems, and create connections among individuals.
– For men – it’s facts and figures. For women – it’s stories and personal details

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Some Factors to keep in mind while
writing copy for women
• Personalize the communications: Use anecdotes and personal
details to introduce a person or convey a situation or highlight
a set of values your female audience can identify with.
• Use everyday language; stay away from corporate-speak and
abstractions. Instead, use a lot of first-person and second-
person language.
• Focus on human benefits, not facts and features: Even the
most high-tech, rational product translates into human
situations with human benefits. Facts and features may be
important to the final sale, but that won’t be relevant to your
brand unless you capture a woman’s attention favorably first.
• Show some emotion
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• BE SENSITIVE: The copy should be need to be
sensitive to them. Your services need to
reassure a woman that you will be around in a
predictable way when she needs help.
• Small things matter to women.

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 Writing copy for senior or mature
market -
• https://www.campaignindia.in/video/vodafon
e-brings-back-asha-and-bala-shows-their-
newly-launched-venture/452960

• https://www.youtube.com/watch?v=8zmLFBr
_n1A
• https://www.youtube.com/watch?v=YvO6Km
hyXF0

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• Characteristic of senior citizens are:
– Special needs
– High discretionary incomes
– Spare time

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 Factors to keep in mind while writing copy
for seniors or mature market
• The key elements are to keep message direct: The over-50s are
experienced consumers, so they don't want to read flowery language.
Don't think you need to use short, simple-minded, condensed-book-style
sales messages. On the contrary, older consumers are known to
appreciate story-telling, in-depth marketing messages over hard sell, fast-
sell messages.
• You also need to give them a lot of information: Older customers
generally like and can handle detail. Contrary to conventional wisdom,
their attention spans are longer and their focus more intent than with
younger people if they really want to learn a topic. Explain them in detail.
And tell why it is that they will benefit the older customer.
• Don’t mention their age: You may not need to mention age in your ads.
Instead, dwell on the positive aspects of their products and services. Don't
bring up your customer's age unless you have a good, positive, carefully
thought-out reason for doing so.
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 Factors to keep in mind while writing copy
for seniors or mature market
• Copy writers must avoid depicting older consumers in negative ways: Even
Matures who are not as active and healthy as they would like to be dislike
advertising assaults that

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 Writing copy for Executives
• Copy has to be relevant, engaging and impactful
• Getting Them Engaged
• Do your homework.
• Be ready with your short VP pitch. Copy writers should be
able to deliver the “elevator pitch”.
• Be able to deliver.
• Focus on the executive company need
• Make it easy for executive to contact you
• Testimonials from peers:
• Connecting to outcomes: The more tangible, measurable and
clearly defined your results, the more they resonate with the
senior executives
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 Press release
• Often success in PR terms comes from a well-
crafted, one-page press release.
• This press release should be a short fact-filled
document that tells editors the ‘who’, ‘what’,
‘where’, ‘when’, ‘how’, and sometimes ‘why’
of your story.
– a. Newsworthiness
– b. Reader relevance
– c. The organization’s credibility
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 Press release

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Not to be reproduced without permission
 b2b

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 b2b

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Not to be reproduced without permission
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Luxury Ads – Codes –
Focus on rarity , quality, one of its kind
subtle color palette – brown, grey, burgundy
B&W ads
Minimalism – casting, expressions,
Minimal copy – exclusive - Mood- lighting, sombre
Distance created

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Mainstream premium
Friendly, Approachable
Larger purpose led – inspirational
Product benefit more upfront

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Not to be reproduced without permission
• Singapore Girl, You're Always There
– https://www.youtube.com/watch?v=YeCwBl6-J9I
• Lufthansa INDIA ADVERTISEMENT
– https://www.youtube.com/watch?v=a4jsYjdoD50

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 Fear
• Some, like the anti smoking ads used by the
Cancer Patient Aid Association, stressing that
smoking causes impotency.
• Others—like those for deodorant, mouthwash,
or dandruff shampoos—threaten disapproval
or social rejection.
– https://www.youtube.com/watch?v=ytVuW8B2EG
E

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• Raise anxiety
• Demonstrate Danger:
• Arousing tension

• Public Service advertising tends to take such

issues head on quite often - perhaps less
constrained by brand theory - and so tends to
be more hard hitting.
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Not to be reproduced without permission
• Sunny Leone – No smoking ad
– https://www.youtube.com/watch?v=wU4aPaZhX8
k

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 Ad Testing
Ad Animatic
• https://www.youtube.com/watch?v=AG0d20
NiGvo

• https://www.youtube.com/watch?v=A34uTR
mLOkY

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Role of Advertising in Building Brands

Building brand salience

 TOM
 Unaided awareness - aided awareness

Building brand appeal

 Intention to try - trial
– Reinforce usage - increase usage

Building brand imagery

 Usage imagery - user imagery
• Rational … emotional …. Slice of life
• Luxury – Mainstream …. Premium … Non
Premium
• Demo..Comparison…experts

Not to be reproduced without permission

Various Ad Styles

Not to be reproduced without permission

 Ads banned / cancelled
Pepsi Black Lives Matter
• https://scroll.in/video/833814/watch-this-is-
the-pepsi-advertisement-that-the-company-
had-to-withdraw

• Latest Tanishq Jewellery Banned Ad

– https://www.youtube.com/watch?v=Wa57NdciEp
g

Not to be reproduced without permission

Facebook Thumbstopper Ads
https://www.youtube.com/watch?v=EsnQ8wXRjaU

'6 Pack Band' by Mindshare Mumbai for Brooke Bond Red Label Tea
https://www.youtube.com/watch?v=RTurfK8KfiQ

Pepsi and Black Lives Matter

https://www.youtube.com/watch?v=uwvAgDCOdU4

Brooke Bond Red Label tea turns prejudice into acceptance. #swadapnepanka
https://www.youtube.com/watch?v=qYwmoiCUZPE&t=1s

Nike releases full ad featuring Colin Kaepernick

https://www.youtube.com/watch?v=-grjIUWKoBA

Purpose Led Advertising bandwagon

Not to be reproduced without permission

• New Shindoor Khela - A day where labels
don't matter
• https://www.youtube.com/watch?v=nvo4c6C
qvX4

• Olay Ad- Glow no matter what

https://www.youtube.com/watch?v=Qr9f7a7d
XkI

Not to be reproduced without permission

2021 Cannes Ad winners

https://www.canneslions.com/
 1.
https://www.thedrum.com/creative-
works/project/fcb-punishing-signal
https://clios.com/awards/winner/innovation/mumbai-police/the-punishing-signal-94348
 2.
https://clios.com/awards/winner/pu
blic-relations/the-times-of-
india/times-out-and-proud-
classifieds-94768
 3.
https://www.brandinginasia.com/pr
oject-free-period/
 4. Denstu Webchutney

Swiggy – Better Half recipes cook

book
https://www.youtube.com/watch?v=KCevjAO4KGQ
https://www.businessinsider.in/advertising/brands/news/a-podcast-a-recipe-book-and-
youtube-timecodes-split-in-half-heres-how-swiggy-instamart-is-trying-to-make-cooking-a-
shared-more-equal-experience/articleshow/82027647.cms

https://www.socialsamosa.com/2021/05/case-study-swiggy-instamart-awareness-
cookbook-campaign/
 Copywriting Sample Questions – TYBAMMC –
September, 2021
• You can mail the answers to yinyangideas@gmail.com
• McDonalds has launched a burger exclusively for senior citizens. What
creative route you can use? Write down 2 copy lines for this.
• Write a TV script using the following 4 words - Trees, Galaxy, Happiness,
Bottle … to sell IPL
• Here is a famous tagline – Daag achche hain –of the brand Surf Excel.
Rewrite the same line for 3 more different categories not related to
detergents

Not to be reproduced without permission