My Mirror

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: 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
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
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


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


2 Number
nd
EXCUSE: Alarm didn’t ring.

2 is the first looser so let it loose out from your

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.



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

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.

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.
Man (customer): (Excited and eager) Great! Just for 1500! Please come
inside. Can I see a live demonstration?
(Fade out)
SITUATION 2:
CONTD.
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

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