Industry Internship document by Kshitij Kumar

Live Life ,

Internship documentation for the month of June - July 2017

KSHITIJ

KUMAR

SEMESTER FASHION

Size

VII

C O M MU N I C A T I O N

Live life, enormous size | 2017

The book contains compilation obtained from working in the said organisation, and internet. The information published is only for academic purposes only. All rights reserved. No part of the publication may be reproduced in any mean, electrronic or mechanical, including photocopy, recording or any other information storage and retrieval system, without prior permission from Department of Fashion Communication.

1. Introduction

index 08 - 1 0

2. Projects undertaken

3. Project A

12-15

4. Project B

16-18

5. Project C

19-21

5. Project D

22-23

6. Project E

24-27

7. Project F

8. Project G

9. Project H

30 - 3 1

10. Project I

32 - 3 7

11. Acknowledgement

“

If you Listen carefully You might hear an idea being born.

”

Introduction

Internship documentation 2017

ASHISH

VIVEK

AJAY

Ashish Khazanchi, ex-vice chairman and NCD, Publicis Ambience, and Ajay Verma, former chief growth officer at Draftfcb-Ulka, had joined hands to set up creative agency ‘Enormous’. Joining them, also a third managing partner at the Mumbai-based agency, is Vivek Suchanti, MD, Concept Communications. Enormous started its operation from October 1st, 2013.

The over three year-old agency, Enormous Brands, has moved on from ShopClues’ Ghar Wapsi days to Aagey Badho for OLX, picking up awards on the way. Ashish Khazanchi of Enormous Brands speaks about punching above one’s weight, keeping advertising a people’s business and more.

How has the journey been so far for Enormous Brands? Ajay (Verma) and I started off the agency three-and-a-half years back. There is a certain joy in setting up a culture which is rare. It was something agencies had, say, 10 years back. We wanted to bring that energy back of having like-minded people together and doing the kind of work that all of us would like to do. These have been the most exciting three-anda-half years of our lives. The first six months, we were fighting to just stay afloat; the fight at that time was to keep our shirts. After that, the excitement has been of getting the right kind of people on board. It happened in tandem for us — we got certain accounts and the right people came along and joined us at the same time. So how does Enormous define its culture? What does the agency really passionately believe in? What are they willing to forgo to get something else? It is about the entropy in an organisation that defines its culture — really intangible, but it’s the most precious asset an agency can own, not the awards on the shelf… that is a thing of the past now. Not to say that it isn’t about the work, but it is about the culture that will propel an agency to do good work. Does this culture need one person, including me, to be there? If it does, then you haven’t really succeeded in setting up that culture. It is preposterous for an agency our size to be talking about something that big organisations do but I think we have done that in a small but significant way. How has going to pitches changed since the agency has clocked a few miles now? Every brand deserves good advertising and

every brand can get good advertising. It is not like automotive or white goods cannot get good advertising. All clients in the country today are hungry for growth and so are we. We don’t pitch very much. We refuse about 80% to 90% of pitches that we get called for, for several reasons. Pitching too much is the best way to make sure you die an early death. You could run yourself into the ground and that would be absolutely unfair to clients that work with you. As an agency, you are doing this on somebody else’s watch. We can’t pitch for everything that comes along and most agencies shouldn’t. This could be for various reasons — you might be very busy or your best resources might be tied up with something else. Why would you approach something half-heartedly? You will end up shortchanging the new business and also the clients you already have. We pitch very little. But our win percentages would be the highest in the industry. Whenever we do go into a pitch, it is with absolute determination; when we genuinely think that this is the client which can help the agency grow. We are not here to make money; we are here to grow.

Lenskart and ShopClues have been two young companies working with a young agency such as yours… We cannot talk about ourselves without talking about them; ShopClues for sure. We have seen each other grow. There was a lot of understanding and trust on both sides. We have a large chunk of Zee Media working with us…that’s hardly a start-up. A start-up working with a start-up is a redundant conversation. Any of the network-aligned clients may or may not work with us, in a consistent way. A sad loss. But we were clear from the beginning that no matter how much we wanted to work with them, they are bound because of various regulations and processes. They might do a project (with us) at best.

What kind of clients does Enormous look at, then? We are getting talked to by roughly the entire spectrum. The area where I personally feel we are missing, and it could probably just be rite of passage, are big blue chips, automotive, telecom and mobile phones. But what we are interested in are legacy brands. Recently, some agencies have announced divisions to specially serve start-ups. Do you think it is the right approach? I don’t think this is needed. It is absolutely counterintuitive to what may actually happen in the real world.

Agencies sometimes say that it isn’t about numbers but about building the body of work… We didn’t set Enormous to be a boutique. Take a look at what we have named the agency. We want to be big and beautiful. A decade ago, agencies like Rediffusion and Ambience had the beauty and elegance of what a boutique could have been. These agencies had shown that you could be big and beautiful strategically and it’s not something you become by doing flaky work. All of their work has been rooted in solid strategic thinking. These agencies got big strategic thinking and beautiful expressions

Are most of the agency’s clients on a retainer basis? From the first day itself we have been skewed towards retainers. Projects keep happening in between. Even when we had just started off, we were 60:40 in favour of retainers. Now it is about 75:25.

Internship documentation 2017

right back in the day. That is what we want to chase. Iâ&#x20AC;&#x2122;m not interested in running a boutique agency.

Is it a cost argument, that a younger agency will bill a client lesser than a network? Why would it? If you think you are coming to a dollar store, then you are wrong. We have a brilliant group of seniors that work for an advertiser. Clients need to understand that the investment being made is in the people you are dealing with. In an agency our size, we have two ECDs and six senior creative directors. We are 60 handpicked people. Clients would only do well in working with independent agencies that have invested in the right kind of people.

(The article first published under the section, Ashish Khazanchi of Enormous Brands claims they are not here to make money, in Financial Times, on August 8th, 2017.)

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Projects undertaken . . Internship documentation 2017

project A

Understanding the basics of writing briefs - Neabuy

In one of the first assignement, the task was to prepare a basic breif, the first step to commence on any advertisemnt. The brief, technically is a document, stating what the advertisement’s purpose is, in what channels it shall move to, and the basic framework or the idea, the advertisement needs to take forward to consumer base. Client - Nearbuy.com Nearbuy is a pan-India online marketplace platform (with Groupon as a minority stakeholder now) that allows customers to connect with local merchants and engage with each other across 33 cities in India. As a business, it allows customers to discover, buy and save on these local merchants.

Brand: nearbuy Project: Introduction of the brand.

Date: 21 JUNE 2017 Campaign: Digital videos, Digital Posts, Radio ads, Print.

About the brand nearbuy (Nearbuy India Private Limited) is India’s first hyper-local online platform that enables customers and local merchants to discover and engage with each other. We at nearbuy, work hard to bring your world, closer to you. Whether it’s fine dining, relaxing at the top spas, or just discovering your city intimately, nearbuy makes it happen for you. nearbuy also offers its merchants a strong branding and visibility-led platform that enables customers, in and around their establishments, to easily discover their businesses. We are present in 35+ cities, 18+ categories and have over 50,000 merchants across 100,000+ unique locations. Discover. Experience. Save. Recent updates Over 350,000 vouchers sold every month - translating into around 550,000 footfalls (or walk-ins). Target customers Traditional audience is in the category of 25 to 40, having an average income in between 10 lakh p.a. to 40 lakh p.a., living in top metro cities like Delhi, Gurgaon, Bengaluru, Pune, Goa etc.

•(Establishment of the name and the brand, amongst its customer base, and to introduce it amongst the newer audience.) •(Building public perception of the brand/ recognise the brand/ popularisation of the name/Brand building exercise.) •*(Establishing of “why this brand” either in this brief, or in the differentiator brief.)

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2. Brand: nearbuy Project: Introduction of app and website.

Date: 21 JUNE 2017 Campaign: Digital videos, Radio ads, Print.

(nearbuy helps you discover the best things to do, eat and buy – wherever you are! Make every day awesome with nearbuy. Dine at the finest restaurants, relax at the best spas, pamper yourself with exciting wellness and shopping offers or just explore your city intimately… you will always find a lot more to do with nearbuy. From tattoo parlors to music concerts, weekend getaways to international vacations, movie tickets to theme parks, hotel deals to five star meals, everything you want is now within reach. ) Don’t stop yet! Take it wherever you go with the nearbuy mobile app. Based on your location and preference, our smart search engine will suggest new things to explore every time you open the app. What’s more, with offers on everything around you... you are sure to try something new every time.

Experience the world around you.

•(To advertise under the banner – “Experience the world around you.”) •(To tell the consumer base, that they can use a range of services, and different options, from a single, horizontal platform such as nearbuy.) •(Ease of usage for consumers using app and website. Discover new offers, new services, and new service providers.)

3. Brand: nearbuy Project: nearbuy promise to consumer base

Date: 21 JUNE 2017 Campaign: Digital videos, (Radio ads), Print.

(What are you trying with us today? Whatever it is, we got your back. At nearbuy, we believe you have the right to do those things in life that make you happy. And, do it a lot more. Especially with your friends, family and loved ones. That is why for us at nearbuy, being a trusted partner on your life’s journey is very important. nearbuy promise is our promise to you, that your money, when you spend it buying anything with us, is safe. Whether it is trying out a new cuisine, or going on a weekend getaway, or buying a never-before-heard product, go ahead, just do it. Because, at nearbuy, we never sell anything which we wouldn’t buy ourselves.) The Promise If any of the purchases didn’t match up to your expectations, expired before you redeemed it, or you’ve changed your mind after purchasing it, no worries. Just let us know and we will give you a no-questions-asked reversal. Your trust, is safe with nearbuy. That’s a promise.

•Nearbuy states on its website that it backs every sale with a no-questions-asked refund in the following conditions: •The purchase fails to live up to a customer’s expectations •The purchase expired before it was redeemed •The buyer changes their mind after purchasing a coupon

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•Often, it has been observed, even amongst the seasoned, that while trying out a new service platform, people are suspicious about the new product, or service. In order to tackle the trust issue, nearbuy comes with its ‘promise’. •Trust building exercise, brand perception and its improvement (amongst the audience it caters), assurance, quality, trust.

Brand: nearbuy Date: 21 JUNE 2017 Project: Brand perception building – differentiator from its parent company. Campaign: Digital Digital Posts.

video,

To create a differentiator between nearbuy and its competitors. •Nearbuy believes that it is just not an “only for special occasion” platform. That not only for specific needs, nearbuy is also for the day to day things and events. •Nearbuy is just not another “website” that deals with offers, coupons and other saving schemes. Nearbuy wants to be a mediator between offline merchants, service providers and online customers. A social platform which helps in your buying experience by giving you lot of options, and in the end, getting you the perfect deal. And in between this, saving some money in between. •Nearbuy has a robust feedback mechanism across all social platforms, so if you need to give some recommendations, tips or anything of our help. Do tell us. We are listening. – Extremely user friendly. •In all, divorce its image completely from previous (Groupon), and other such competitor. •Establishing the “why” factor of nearbuy.

Brand: nearbuy Project: To introduce the brand as a unique selling platform for the merchants and service providers Posts.

Date: 21 JUNE 2017 Campaign: Digital video, Digital

Nearbuy for offline merchants •Nearbuy believes that a good business is driven not just by giving incentives to the customers only. It also takes care of the merchants needs as well, and try to address their issues. • Merchant, can log into the nearbuy (merchant side), log in their information, and can provide instant service to their (nearby) customers, who are in need of them. For example, if an eating place is usually empty in the afternoon, then the owner can log into the nearbuy, fill in the details, and the site shall advertise the same to the customers, on the site.

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•Merchants can actually advertise and market through this medium, and thus nearbuy becomes their marketing/ publicising partner at no added cost. In the near future, nearbuy is also planning to operate like google ads. •Merchants can use the dashboard service of nearbuy, and can see their accounts, like how many customers are coming in through nearbuy, when they shall get their payment etc.

Some notes •As a brand, nearbuy really value your time, trust, and experience {of having a meal, spa, movie etc.}. As a brand, nearbuy wishes to be a platform, where you discover new services, try them, and in between save some bit. •Rather than ‘deals’, it offers great emphasis on ‘value’. Which connotes that rather than being a brand, which only offers you ‘cheap’ services – (read Groupon and so), it offers great experience at good price, that too with an assurance – (nearbuy promise). •Warikoo talks about marketing which is targeted at few, but with whom they can converse one to one, or more directly. The brand wishes to build slowly, but steadily, with a greater uphold on its audience, rather than mass accumulation of the audience, in a short period of time, and then fizzling out. •The marketing team of nearbuy is focused on experiential strategies, in which they communicate with an individual, and based on their experience, they take the content out of it. For example, https://www.youtube.com/watch?v=sR8vbyE8U7E (a waitress gets freebies and gifts, on her special day.) https://www.youtube.com/watch?v=ik2hrr92RcI (Mother’s day campaign). •Some notable slogans of nearbuy #WhatsThePlan Your trust, is safe with nearbuy. That’s a promise. Experience the world around you. Discover. Experience. Save. •Audience (as per 1 Aug, 2016) (30 % live in households with 18+ Lakh p.a., 90% have college degree, 55% were first time buyers, 40% were women, 25 of them had children, about 60% fall in the age category of (18-34), 20% in (35-44), 4% in (4554).) •Until now, they have been wary of advertisement, especially TVC’S. Rather they focus on word of mouth publicity, and digital marketing. •How nearbuy works, Suppose you own cafeteria, and you know that it is usually less busy in 2-4 p.m.. in the afternoon. You switch on to nearbuy, advertise there, with an offer (like a meal of 2 usually cost around 500 bucks, but you charge 300. Nearbuy shall advertise on the website, with additional, say 50 bucks on it – Rs 350. Rs 50 is the commission earned by nearbuy. Thus merchants get a good business done in off hours, customers get good service at good price. All thanks to nearbuy. ………………………………………………………………………………………………………………… ………… Other segment. 1.Horizontal platform – (different service categories). 2.Hotel/ out of city accommodation. 3.Gourmet Experiences 4.Rs 0 offers (contests)

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project B

Testimonial concept for Lenscart.com

In this assignement, the client wanted some testimonial ideas. Client - Lenskart.com Lenskart is an e-commerce company India’s leading online shopping portal for eyewear. Products range from a large selection of eyeglasses, sunglasses and contact lenses

Concept sketch The Other side It is quite normal for people to take a second opinion from their near ones, while buying a new pair of eyeglasses. So instead of asking the user about the “lenskart” experience, we focus on these ‘second opinions’. We ask the people (around the buyer), about various aspects of this experience. 1. How the ‘product’ looks upon the person?- and getting interesting bites of it, maybe of their reaction, they are telling the buyer what looks good, what doesn’t ?, This frame is too square on face, this is too yellow, or this is so pale etc. “Bhai kya lag raha hai tu”, and such exclamations. 2. What are the various deals they are getting, their overall experience etc. Closing it with a statement like – “For an easy, hassle free experience, visit lenskart”. Online setup Protagonist- A Side Fiddle – B (Young adults/ teens, who are buying their frames, from the online store, for the first time. Small towners- maybe Pune. ) 1. OTS of the A, who’s looking over to his laptop. The screen shows Lenskart website, with him/her surveying various eye frames, choosing which one to pick up. BS of the laptop. The camera focuses on A, and reveals a second B, sitting over on the sofa. He looks to B, they both nod their head, (supposedly they both have decided on the particular frame, and deal) Voice over A- “ Yeh mera pehli baar lenskart ka experience hai.” Shot of Door. Doorbell is wrung. A and B excitedly go towards the door to answer it. MS of the door’s handle. The door opens. Camera shifts to A and B, to show their faces. (Capture their face expressions.) CS of the package. Lenskart packaging. Focus on the logo. (1. A starts talking about the experience. Earlier he/she used to buy at the local place. The local place didn’t had much choices, the glasses were imperfectly made, may had errors, - basically talking about the discomforts, negatives of that local store. (2. Then he looks upon this website called ‘lenskart’. He looks to it, finds that the deal they are getting is

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nice/ so many options/ affordable, good deals/ something that they both can buy etc. ) * The face is shown with old glasses Action- A and B have actually ordered for themselves (2 for Rs. 2599 deal, e.g.) Both are unwrapping their packaging, and opening the boxes to reveal their new glasses. The pace of the actions is bit slow. Exaggerating every movement these two individuals do. Soft focus. Innocence. The camera is cutting between these two- Action and Testimony setup. Action - Both guys wear their specs now. They are looking at their reflection, and to each other. Complimenting, commenting on each other look. Exchanging their glasses, to check out each other’s designs. Laughing and giggling over the entire experience. Testimony Cam (on B) – “ Ab jaake sahi lag raha hai. Pehle he used to look like this Ullu, (some casual derogatory term.) But now he looks fine.” Testimony Cam ( on A) The guy removes his/her glasses. And wear new one. He/she is actually looking changed, the appearance have been changed (and all of good). The cam focus on the forehead, wearing glasses. Matchover cut to lenskart logo. With a tagline. Something like – With you. Or helping you choose lenses from the widest categories. Etc. Notes – 1. Instead of showing loads of people, in one testimony. Rather focus on these two smaller numbers. Pairs, individuals. A young guy buying lenses for his/her grandmother. A couple buying for each other. Brother for his younger sibling and vice versa. Small townies buying for the first time. ………………………………………………………………………………………………………………… ……………………… 2. Eyewear is something, which is as important as a face, because nobody denies it, it affects so much to our perception. No wonder, you always carry your Best friend/ spouse/ girlfriend/ boyfriend/ Girlfriend/ sibling/ mom/ dad With yourselves, when you’re buying yourself a pair of eyewear. Since, their opinion is so very much important to you, so let’s ask to them“How do you look in new lenskart frame?” Such sort of message could be denoted onto the screen, maybe with a voice over reading out the message. A family is shown. A bald guy (who is buying specs) with his wife, 2 kids. Maybe his mother. They are settled in their home environment, in their usual home attire. It’s a holiday, so everybody is relaxing. The doorbell is wrung. When it is answered, a package is delivered to them by the lenskart team. (The deal is to show, maybe their home tryouts- that you can order your chashme online, and even select to a hell lot of options from them.) The camera is focused on the bald guy. He tries on a new pair, and pan his head, left and right, to look at his family members, nodding, upping his eyebrows, basically asking for approval. One is (thumbs up), Others nods their head in disapproval. Testimony Cam (on other individuals of the family) ( The angle setup could be that we see usually in Masterchef. But the movement of the camera should be jarry, casual. Like Modern family.) (Here different individuals can talk about different things that they observed, when the father was experimenting with his looks, by changing his old glasses, and swapping them up with new, interesting frames.) - Looks a bit like (a comical character). - A kid exclaiming – (aaa!!, chee) - This looks too yellow, papa. (basically, the general responses you look to when you’re buying a new pair of glasses, and expect them to hear from {that other person} )

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Different people would exclaim different reactions. (Alongside to it, there would be cutaways to animated conversation happening in the family about which new pair papa should buy, making this almost like a family affair.) (Then, they all announce one by one, that they finally reached to a conclusion, like how does it look upon him, how does the frame improves upon the appearance of the father, maybe he looks younger, dashing, more presentable.) Then we finally introduce the papa on Testimony cam. Wearing his new glasses. Perhaps smiling, trying to hide away his shyness in front of the camera. Cut away to him, talking about the lenskart experience. Focussing on different aspects of the face. Maybe cutting to LHS, Centre shots. Zoom over to the new lenses he’s wearing. Voice over Maybe a (thank-you to lenskart for the new experience). ( Centre mid shot. The camera is overlooking to the face of father, focusing on the frame. Match cut to the Lenskart logo.) Tagline. ………………………………………………………………………………………………………………… ………………… The Other Side. While buying eyewear buyers usually are accompanied by their friend/family. Lets reach out to these guys and capture a whole new angle of the lenskart experience from their perspective. From friends, girlfriend/boyfriends, moms, dads, to even wives and kids what do they feel about the new frames in their live, how do they feel it has had effects on the buyer. How was their lenskart experience, how was it better? How did they help the buyer? It could also have bytes where they talk about the before and after experience of lenskart, how has it changed their friend/family member, what they feel about their new look, how it has made him/her more confident, how papa now looks more serious, maybe even how it has helped a lady find her sexy back! This video would showcase both the offline and online transactions wherein they aided their friend/family to buy specs and its effects.

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project C

Youtub concept for shopclues.com

In this assignement, the client wanted youtube masthead for Shopclues ‘ SuperBargain Sale’. Client - Shopclues.com ShopClues.com is an online marketplace, headquartered in Gurgaon, India. The company was founded in California’s Silicon Valley in 2011. It has over 12,000 registered merchants retail 2,00,000+ products on the platform to over 42 million visitors every year across 9500 locations in the country

Youtube mast head ideas for Shopclues.com Bargain sale. 1. Guess the pri©e. In the concept, there is a moving turntable, with different prices of a product, you rotate the pin, and it rests on Shopclues rate. 2. Generic masthead In the LHS, we have the products dropping down and making a sort of tesseract, and on the right side come the information, of Shopclues bargain sale. 3. Product coming up in the LHS, with their original price, and then them being stamped out by new (Shopclues) price. 4. Character coming up, and lines of the campaign being spoken by it, in the LHS. 5. Come up with your favourite bargain line/what do you often use to bargain up ? and options given. Whatever the user click, he/she could go to (ad/landing) page with – With such a sale, every bargain would fail. Shop onto Shopclues.com, and avail awesome deals. 6. Interactive medium between, user and buyer while bargaining. 7. Comparison window of prices. 8. A product with a price tag, and how much you shall bargain up to. Options appear, and whatever we click, it shall land to –Now get the same product, in even lower prices than the bargain. 9. Bargaining takes so much efforts and energy. To demonstrate this, we can devise several mechanisms and games, like solve this equation in 15 seconds to get your bargain price. And after the ticker, the message appears – Don’t waste your energy in such efforts. Instead log onto Shopclues.com, and take part in SuperBargain sale. 10. Bargain hover concept. You hover at the price tag of the product, and you’ll see the actual bargain price of the product. (The Shopclues Bargain sale is all about never before rates. Deals that you cannot get, even when you are an expert bargainer. So, just. Log onto Shopclues.com).

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Final Concept Character coming up, and lines of the campaign being spoken by it, in the LHS.

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Final Concept Mock - up of the youtube Mast.

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project D

Digital ideas for sports, fitness and nutrition segment for shopclues.com

Digital ideas for introducing the sports/ healthcare and beauty segments of Shopclues.com Audience (Tier 2 & 3 cities) 1. Gym equipment (Ma doesn’t wish to go to gym.) a. Not many people of her age and locality goes to gym. She’d feel alone/lonely and hesitant to go to gym. b. Most of the gym goers are (bros). c. Sometimes, gym is expensive. Or the gym trainer is inexperienced handling clients of such age and background. Solution – Bring gym equipment to home. Tagline – Ghar ko bano gym. Buy gym equipments from shopclues.com Digital posts1. 10 reasons to have your own personal gym. 2. How to make your own personal Gym. 3. Calculate your BMI. (Interactive platform). 4. Gifs Weighing Scale Roadside weighing scale/ weighing machines at public platforms. The ideas to be directly transported to audience via gifs, and interactive visuals. On clicking the particular gif, it jumps to weights and scales page. (People are sometimes apprehensive about their weight issue, and due to these platforms such information gets disclosed to public. Also, one does not have an access to such facilities at his/her will.) Tayaari fitness ki A collection of posts, which shows the idea – ready for a healthy lifestyle. Somebody resolves to get fit. He/she buys a whole lot of things (at once), gym equipments + Yoga mat + shoes + cool banne ke liye fidget spinner. Get best deals on all sport brands and equipments at Shopclues.com. Chemist ki dukaan The concept revolved around introducing the whole three segments into one basic segment, which is healthcare + fitness and nutrition + Beauty products. Now most of us do access to these products via our chemist. So the whole things becomes (Aapka online chemist/ Aapke chemist ki dukaan). We know ki aapka chemist sabkuch aapke liye rakhta hai – perfume se leke digene tak, Hajmola se lekar Satmola tak. Par jo uske paas nahi milega, wo hamaare paas milega. Ting se leke tong. Ding se lekar dong. Sabkuch on Shopclues.com.

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Original gif

designed on public scales .

GIF Concept for weight issue Clicking on the gif shall place you to landing page.

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project E

TVC’s for Ditto App on Lenskart.com

Ideas collected for the ditto app.

Gesture ideas. 1. Often the ‘No’ nod of the head is generally connoted to the negative – while you’re saying no, or when your neck is in great pain. But with the ditto, make this gesture playful, from painful. Johnny concept. Johnny, Johnny Yes papa Eating sugar -No papa Homework kiya -No Papa Tution gaye they -No Papa…….. Twist his neck Arey Mr. Johnny, agar gardan hi hilani hai, toh lenskart pe hilao na.. Choose from thousands of spectacles. Log onto Lenskart.com 2. Perspective (Rather change in the perspective) Look for left | Look for right (caution) Left me kudha | Right me Gaay Left me Kua | Right me Khaayi After shopping, and wearing the lenskart specs. Left me Phool | Right me bahaar Left me pyaar | Right me (oh! KK). Waving and complimenting on my new look. 3. Something never seen/heard before. Aap ghar baithe paris nahi jaa sakte. Lekin ghar baithe aap chashme zaroor try kar sakte hai. Try our new chashme. Ghar baithe-baithe. Via Ditto app. 4. Situations Kuch jagaho pe nahi bolne se aapko bhaari nuksaan uthana padh sakta hai. (Then we present various over dramatized scenarios, stating the possible above situations). Par lenskart pen nahi. Then we present the ditto app. Par yeh apne ghar pe hi try karna. 5. Why do you need to buy specs? And resorting to silly, dumb answers to it. 1. Kyunki aaj Monday hai, aur hangover chupaana hai. 2. Kyunki saare mere dost pehnte hai. 3. Nobody takes me seriously. 4. Kyunki Kaala chashme song is my favorite. Ab dher saare options ho, toh reason ki to band bajegi hi. So many glasses to choose from, Just log on. Play on. Lenskart. 6. Ditto ko banao apne aadat

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Kidnap a guy. Takes a pendulum and hallucinate him/her using pendulum. The guy nodes, but instead sees the lenskart interface. Because last evening he/she was using ditto app. Stiff neck scenario, not able to move his/her neck. Because last evening, he was using ditto app. 7. A guy asking questions. Possibly he/she is buying at a showroom. Questions are like :a. Kaun- kaun se model me hai? b. Aur kaunse colours me aati hai? c. Price wagera? Toh ek test drive ho jae. Haan bilkul. The (other) guy takes out the phone, and shows him different spectacles. A misdirect approach. The ad shows as it’s a car ad, but actually is for lenskart.

Celebrity Endorsement 1. A dark movie hall. The film is lit on the screen, and all the eyes are on the screen. In the scene, KK appears, doing a typical (Bollywood number/Bollywood scene/being rescued by the hero). All eyes are on the screen. Except one pair. He’s busy on his phone, nodding (lenskart gesture) and chuckling over it. It is so distracting. Even KK gets irritated by it. “Really! Is it that important? You are saying no to me” The guy still ignores her. Clearly, his phone (screen) is more interesting than (her on the screen). [Pan to screen. Lenskart Ditto app]. An easy and fun way to choose, from thousands of options. Just upload, and check different frames in real time. So many chashme, Itna saara fun. You get to choose, one by one. Lenskart. Log on. Play on. Epilogue The guy is still nodding to the phone, enjoying himself. KK is fighting for his attention. She gives up. ………………………………………………………………………………………………………………… …..................................... Illustration/Intended message 1. App is more interesting than KK (with all her grandeur, beauty, imagery basically all the connotations of being KK). 2. There is a fight of getting attention, but clearly the app wins. Because it is so interesting, and fun to use. 3. The further situation, of getting attention could also be used in a dating scenario, in which a guy and the gal (KK) are on, say a blind date. But the guy is more interested in his phone, constantly nodding to it (because he’s using the app). And thereby, ignores her constantly. Internship documentation 2017

2. A grand, never seen before setting. You may call it grand, royal. Gigantic mirrors all around. A person is sitting in front of one. He is dressed as befitting for a king. It looks like some grand ceremony is about to take place. He claps to signal. And then. KK comes (one may picture her as an apsara/according to the setting/ or just as the celebrity KK herself) with a covered plate. She appears in front of ‘Jahapanah’ himself. And then. She removes the cover from the plate. On the plate, there are some pairs (of glasses) to choose from. She offers the plate to ‘Jahapanah’, to choose any one from the offering. Cut to. He takes one of them, wear it. And then nod in front of a mirror. He take another one, wear it, and nod. And chuckles to himself. (Cut to) He’s sitting on the bed. He’s actually using Ditto app, on lenskart. Choosing from a wide variety of frames, one by one. Get spoilt like some prince. Choose from thousands of options in real time. Itne saare chashme, so much fun. YOU get to choose from, one by one. ………………………………………………………………………………………………………………… ……………………… Illustration/intended message 1. The concept comes from the phrase (so many options). As a person in real time, there often very little choices he/she is offered. So when you’re offered something, with so many options – You feel somewhat special. That’s the desired message- to feel you special. 2. Offered on a plate imagery, is taken from (thaali me sajaake dena) which basically means ‘an easy opportunity’. Easy. Customisable to your choices. 3. The imagery used before is ‘larger than life’, to somewhat create a great contrast in between a ‘fantasy section, and ‘real section’; to somewhat bring in a larger than life character (KK) interact with a normal person (which otherwise, is rare in normal routine). But the tone of it can be reduced according to changes in the concept. 4. Here, the imagery of (KK is being projected on (Lenskart). Just like she’s special, so is Lenskart. 3.

Make fun of KK’S previous ad campaigns

Life of an actress is so over-the-top, hyper glamourized, that they simply can’t interact or behave like normal people. I just don’t drink juice, I [have to] make love with a fruit. I just don’t paint walls, I [have to] fly on them, make stupid walls feel soft, and velvety. I just don’t wear jewellery, I [have to] make a statement about women empowerment, and their choice. https://www.youtube.com/watch?v=mgICobfaY2I Life is so complicated. However, when it comes to buying an eyewear, I just. https://www.google.co.in/url?sa=i&rct=j&q=&esrc=s &source=images&cd=&ved=0ahUKEwiAjKGC28vVAhWIo48KHbaaAeIQjRwIBw&url=https%3A%2F%2Fw ww.pinterest.com%2Fpin%2F323274079480338755%2F&psig=AFQjCNFwh3uyMnZeObiW7DGsUAVRy 1X_pg&ust=1502421647081952 Simply Log onto Lenskart.com An easy and fun way to buy eyeglasses. With so many options to choose from. Itna saare chashme, Bauhot zyaada fun. Get to choose from, one by one. Lenskart. Log on. Play on. ………………………………………………………………………………………………………………… ……………………… Illustration/intended message. 1. It is easy to buy from lenskart. Without any hassle. And the experience of it is so much fun. 2. A pun, on the over glorification of a personality, which brings complexity and problems with it. Which brings to the app, which is easy to use, fun to play with. It bring some comfort (in simplifying of a decision to buy a pair of glasses) in your life. 3. Lenskart is all about perspective. A change in the perspective, and how you suddenly see things of what

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they are actually. Humour in truth. 4. The game of choices This could be further exploited into a full-fledged campaign. The idea is, why do you need to wear eye-glasses/why do you need spectacles; and in response- you blurt out a rather stupid or silly reason to buy them up. For example:“Why do you need to buy eyeglasses?” I need ‘em up because:1. Because today is Monday. 2. Yaar blue shirt ke saath, yeh blue frames badhiya lagenge. 3. Because nobody takes me seriously. Promotion chaahiye. 4. Mujhe kaala chashma song bahuhot pasand hai. And something like these. Followed up by, With so much of diversity and variety, you’d need another bunch of excuses to buy them up. So many choices, So much fun. You get to choose from, one by one. Lenskart. Log on. Play on.

5. A tale of nod. Inse miliye. Yeh hai fan. Arey yeh table fan nahi. (Fan is panning from left to right). (Camera pans to a guy-wearing glasses-staring at KKf poster.) Inse miliye. Yeh hai fan. KK ke sabse badhe fan. Jab dekho, din bhar kutte kid um ki tarah (a wagging tail- left to right), KK ke peeche lage rehte hai. Kabhi us chhor, toh kabhi us modh. (panning from left to right) Bas, pendulum ho gye hai unke peeche. ……………………………………………………………………………………………………………………..................................... Now the narrative could further go on to him, and KK interrupting each other, maybe they both, literally bump into each other, causing him to lose his specs. Then KK, takes him to Lenskart platform. Where the fan get so much excited, that he actually abandons her, and becoming fan of Lenskart. Nodding (from left to right), all along to various options available on lenskart. Itne saare chashme, so much fun. YOU get to choose from, one by one. ……………………………………………………………………………………………………………………..................................... I1 This service is not just for KK. This extends to you as well Sirf KK ke liye bhi nahi, aapke liye bhi hai service. I2 KK ko sab suit karega, But you are not KK I3 KK behaving like Ditto app, fighting for your attention. I.I3 Different windows, different KK wearing different frames. Each window is styled according to the spectacle look and style. You can be these different personalities. S1- KK opens her wardrobe. There are thousands of clothes to choose from. Repeat the scenario with shoes, bags, and other such accessories. Now for eyeglasses, she opens the ditto app. And even you can own this too. Lenskart. Log on. Play on.

S2 Situation reversal. Initial thought – Reverse the role. KK asking opinion on which specs to buy from. So, naturally, she’d go to her personal stylist. Because stylist knows what shall look good on your face, they know your face profiles. So, Ditto is your stylist. Your friend in choosing the glasses.

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project F

Sales property name for shopclues.com

Property names Breif â&#x20AC;&#x201C; Shopclues introduce a new segment, for a midweek (Wednesday) sale of branded products. The new segment ws introduced as sales usually came down, durring middle of the week. Audience â&#x20AC;&#x201C; Tier II & III cities. 1. Badhe naam wala sale Badhe naam | Chote daam 2. Show off deal 3. Badhe dukaan ki | Badhe dukaan wali (sale) 4. Gajab sale/ deal 5. Alif- Laila sale

6. Brand Bazaar | Brand Mandi | Mandi Wednesday Brand Bazaar.

Graphic

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project G

10-20 second Lenskart TVC, for the concept Buy 2 for 2599.

Lenskart – Two frames of 2599.

Couple/pair base idea A. A young couple uses the deal (of getting frames at 2599), to get glasses for both of them. Like celebrate the idea of getting a ‘pair of (pairs). Or like, ‘perfect for each other’ deal. B. Kids are expensive shit to deal with. And the trouble is if you have twins. So imagine a story, in which both the twins get the frames at such a lower cost. Like ‘Judwaa offer’. The idea shall convey the cost effectiveness of such a deal. C. Things which exist in pair. “Jab aapke do haath hote hai, 2 pair hote hai,2 kaan hote hai, Naak ke 2 ched hote. Cycle, motorcycle ke pahiye 2 hote hai. Phephdhe( lungs) do hote hai. Etc etc. Toh chashme kyu nahi do hosakte. - Buy 2 at 2599. Lenskart. D. Here the idea talks about things existing in ‘golden pair.’ Movie poster of Seeta and Geeta- wearing glasses. Jai-Veeru. Gabbar and Samba. Classic Bollywood pair. 2 chashme for 2599. E. DODO concept. Graphic TVC concepts (10-20 seconds) 1. A guy face. Upfront on the camera. Staring on us. He’s wearing glasses. Action – A sudden slap. On a punch in slow motion. The glasses flies off his face and land on the floor. The glasses are broken. The Guy takes another glass from his pocket and wears it. Copy – Who knows what works when / Jaane kab koaunsa kaam aajaye. You might never know. Buy 2 for Rs 2599.

2. A guy is wearing glasses. He’s walking, somewhere to his destination. He finds, that his laces are undone. He bends forward, to tie them, only to see that the glasses fall off from his face and crack. The guy takes a moment to realise it, and then removes another pair of glasses from his pocket. 3. A guy walking in a park. Children are playing cricket nearby. A child bats the ball high, and it hits on the face of the person wearing glass. He curses the child, then he takes another glass from his pocket. 4. A magic show is happening, in which a guy transport a person from one place to another. He call our protagonist wearing the glasses. Positions him at point- A. He says a magic word, and poof. Man disappears, then man appears at point- B. But without Glasses. The glasses disappear. He takes another glass, and wears it. 5. Superman accidently use his laser-beam, cracking up the glasses. Now how could he go back to his alter- avatar (Clark Kent)? But then, he takes back another set of frames from his pocket.

Internship documentation 2017

project H

OLX digital posts for the campaign, “OLX karo, aage badho.”.

Breif Life kabhi set nahi hoti. Olx karo, aage badho. 1. The central guy clicking the photographs, through his smart phone. 2. The standard two window scenario 2.1 Real time, print ads of two progressions of one product, like for example, iphone 6s and 7s with their specs. With the central ideas like progress, change is the ultimate rule, because life kabhi set nahi hoti. 2.2 On the LHS, there is a scooty. On the RHs, there is a car. Supported by the caption – “Kaash yeh mil jaaye”. Supposedly, this shows the aspiration level of a person at different levels of his life, like scooty is an aspiration of a young guy, college goer and car is an aspiration of a typical working man. With the central motto – Life kabhi set nahi hoti, olx karo, aage badho. 2.3 On the LHS, there is a basic stationary kit. On the RHS – a canvass, with a stand, brushes etc. A sophistication has come, a kid has turned into an artist. Central motto – Life kabhi set nahi hoti, olx karo, aage badho. 2.4 On the LHS, there is a text book stating the name. 1st edition. In RHS, the same book with 2nd edition. Or a 10th standard mathematics book by RD Sharma in LHS. And a 12th Standard Calculus and Trigonometry Book by RD Sharma ( taken from the film script). With the central motto – Lifge kabhi set nahi hoti. OLX karo, aage badho. 2.5 On the LHS, there is a toy car/bike. On right side, there is an actual car/bike. Central motto – Life kabhi set nahi hoti, OLX karo, aage badho. 2.6 On the LHS, there is a premium smartphone at 35000 bucks. On the RHS, there is a second hand sofa at 35000 bucks. Basically, two different products at same price. Which denotes that at different life stages, a person needs are different. So today, I’d like to buy a 39000 buck R2D2 model/ or a synthesizer but the same me, 10 years later would be of need to buy a more practical stuff, at that same 39000. 2.7 Poster of an insignificant man. In which all the things of a political rally are being shown at one time. So imagine a graphic, in which there are different life stages, interacting with each other. Shown at once. Like a 12th Std. student selling his books to buy a phone for his college, and then the college goer selling his phone to get a bike, and then college goer sells his bike to get a car, as he’s joining a new job, and so on. With the

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central motto – Life kabhi set nahi hoti. OLX karo. Aage badho. 2.8 At the cross-roads A still photo. Empty room. Large hall, with many packed boxes. The still shows that somebody is moving out. Everything is packed up, except a large LED set which is there on the wall. The LED set has price marker on in (pinned digitally over the still) – showing that it is on sale. With the central motto- Life kabhi set nahi hoti. OLX karo. Aage Badho. Similar situations could be used. With different products, like a packed truck with a scooty standing in front of it, and price target on the scooty. Or to dispose-off ex-girlfriend’s gifts. And various such situations. 2.9 A pile of things you no need. An old TV, some shoes, clothes, books, guitar etc. Maybe covered in dirt. They all have price tags on it – TV set for 3999, Shoes for 1999, Books for 899 etc. And a copy which states – “You know, Keyboard classes start at 1999 p.m.” “There is a new spa clinic in the town, which cost 599 per hour”, and something like this. Basically, you should discard these old things, to gain new experiences, new things. Because- Life kabhi set nahi hoti. OLX karo, aage badho.

Client - OLX India OLX is the world’s leading classifieds platform which provides local communities in high-growth markets with vibrant online marketplaces: OLX connects local people to buy, sell or exchange used goods and services by making it fast and easy for anyone to post a listing through their mobile phone or on the web.

Internship documentation 2017

project I

Illustrations for One India sale, for shopclues.com

The campaign is about people buying fom differrent communities, buying different products across India. The spirit of India, solidified by our consumer conscience. For the digital posts, client wanted something hand illustrated, nostalgic and something which connects India across. For the inspiration, we look to the People of India chart, which though stereotypically, told us about the differrent communities of India.â&#x20AC;&#x2122; In the final concept, the illustrations would hold the product on sale.

Snaps from the ad campaign

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Inspiration

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PROCESS

4. 5.

1. Original source 2. Sketch 3. Rendered sketch 4..With the product 5. Post

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CHARACTERS

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Posts

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Posts being published under the campaign Internship documentation 2017

Acknowledgement

Sources Wikipedia Enormous.be Google Shopclues Facebook Shutterstock Behance

Internship documentation 2017

I would like to express my special thanks of gratitude to my mentor , Mr. Vijay Dua as well as my industry mentor, Mr. Khurram Haque, who gave me the golden opportunity to work in such a prestigious organisation named â&#x20AC;&#x153;Enormousâ&#x20AC;&#x2122;.During this wonderful period, I came to know about so many new things about the advertising agency, to which I am really thankful to them. Secondly I would also like to thank my Co-workers, especially Mr. Gaurav Uppal, Mr. Sayak Basu, Mr. Abhishek Chaswal, and Mr. Ravi Shankar, who helped me a lot in various stages of my internship program, and gave me various Life lessons, not only in advertsing, but in life as well. Lastly, I would like to thank NIFT, which has such a wonderful program for us students, which prepares us for our next stage in life.

Internship documentation 2017

enormous [ih-nawr-muh s] Spell Syllables Synonyms Examples Word Origin adjective 1. greatly exceeding the common size, extent, etc.; huge; immense: an enormous fortune. 2. outrageous or atrocious: enormous wickedness; enormous crimes. Origin of enormous 1525-1535First recorded in 1525-35; enorm-ous Related forms Expand enormously, adverb Synonyms Expand 1. vast, colossal, gigantic, mammoth, prodigious, stupendous. See huge. Word Origin and History for enormous Expand adj. 1530s, from Latin enormis “out of rule, irregular, shapeless, extraordinary, very large,” from ex- “out of” (see ex- ) + norma “rule, norm” (see norm ), with English -ous substituted for Latin -is.