Q.

Define copywriting and copywriter

A- Copywriting refers to writing text used in advertisements. It includes the headlines,

taglines, slogans, body text, and any other written content used to promote a product,
service, or idea. The goal of the copy is to persuade and influence the target audience to
take a specific action, such as purchasing a product or signing up for a service.

Copywriters are the professionals who write copy for advertisements, and their job is to
create content that resonates with the target audience and drives desired results.

Q. Responsibilities of a copywriter.

A-

A copywriter verbalises concepts in ways that inform audiences and move them to action.
Their words define brands and become part of our cultural language. They play a vital role in
all advertising agencies world-wide, creating the language that drives consumerism.

1. Creativity
1. Adapatibility
2. Trendy
3. Good readers
4. Time management
5. Research skills
6. Disciplined
7. Attention to detail
8. Marketing knowledge
9. Writing skills
10. Collaboration

Q. How to think creatively.

A-

1. Immersion (getting as much knowledge about the subject through research,

brainstorming etc to understand the problem)
2. Digestion (with the information gathered, think and rethink in order to refine it)
3. Incubation(take a break and allow your subconscious to work on it as it will make
new connections)
4. Illumination (this is the moment where a new idea comes to your mind)
5. Verification (evaluate this new idea to determine its feasibility and effectiveness)
Q. Explain idea incubation process

A- Idea incubation process refers to the nurturing and development of an idea from its initial
concept to a more refined and actionable concept.

1. Ideation
2. Evaluation
3. Research and Analysis
4. Refinement
5. Planning
6. Prototyping
7. Feedback
8. Implementation
9. Continuous learning and adaptation

Q. Explain marketing brief and create one for any brand of your choice.

A-

Marketing brief is a document outlining the expectations by a company's marketing team

regarding an advertising campaign.

1. Company ka current situation assess karta hai

2. Marketing message refine karta hai
3. Creative team ka framework decide karta hai

Format of Marketing brief: 3 mein divided hai(background, communication, implimentation)

Background
1. Background
2. Marketing objectives
3. Brand vision
4. Previous learning
Communication
1. Target audience
2. Communications objectives
3. Tone of voice
4. Consumer insights
5. Key message
6. Consumer takeaway
Implimentation
1. Budget
2. Evaluation
3. Timing
4. Approval(actual format mein ye last hai but abhi ke liye idhar rakh)
 5. Mandatories/guidelines

Q. Explain creative brief

A-

Creative brief is a document that outlines the specific goals and objectives of an advertising
campaign. It provides a clear and concise summary of what the client wants to achieve and
serves as a guide for the creative team in developing their advertising concepts and
campaigns.
The creative brief typically includes information on the target audience, the key message that
needs to be communicated, the desired tone and style, the media channels to be used, the
budget and timeline, and any other relevant information or constraints.
The creative brief is prepared by the client or the account manager in consultation with the
creative team. It serves as a starting point for the development of the advertising concept
and is used to evaluate the ideas and concepts developed by the creative team. It helps to
ensure that the final output meets the client's needs and objectives.

Q. Importance of storytelling for a brand.

1. Firstly, Stories are powerful

2. Second, content is king in the digital age and stories are key to content
3. Third, communicating a strategic message is extremely difficult, especially amid the
media clutter of the digital world.

Q. Explain tone of voice.

A-

Tone of voice in advertising refers to the intentional use of images, lighting, sound and
written copy to create a specific tone or setting for an advertisement.

This expression is most often used to describe the impact of creative copy in broadcast
media and print adsz. Tone of Voice
Tone of Voice often communicates so much more than even the expression on your face.
You are constantly engaged in changing your tone of your voice as you speak. You
admonish a naughty child in on tone, and use another if the child is frightened and needs
comforting.
You can use Tone of Voice to give orders, raise an alarm, and evoke pity; In short, use Tone
of Voice to generate a mood, or to impel action. So when you communicate through an ad,
first decide when Tone of Voice you wish to use when talking to your target audience.

Q. Explain advertising appeals✅

A-
A storyboard is a visual aid primarily used to plan out or prepare a television commercial,
short-film, or movie. Storyboards are useful in organizing sequences and steps and contain
the flow of several processes that include visual elements, text or dialogue elements, audio,
and actions of characters. Creating a storyboard can also help you plan for special effects,
testing complicated ideas on paper first versus at the actual filming location. and finally with
validating continuit
Storyboarding is a planning convention used in television, film, cartoons and even
advertising. is the part of the pre-production process in which artists draw comic book-like
representations of what the advertisement will look like -- a series of panels that represent
the planned shots that will eventually be filmed. In advertising, storyboarding is not always a
necessary step, but it may prove useful when you finally reach the production stage of
filming.

Q. Explain storyboard and TVC script.

A/

Q. Ad copy for the following

1. Children:
2. Youth (50 shades of catfish)
3. Women (DONT LET PERIODS ADD A PERIOD ON YOUR PROGRESS)
4. Senior citizens (Pension can be tension without investing in future.)
5. Gen X,Y,Z (What happens in the bank, stays in the bank)
6. Print: TO LET (include heading sub heading and all)
7. Outdoor poster: (dont change much from other formats)
8. Social media

Facebook*: This is where it all starts(Replied to your story)

Q. Define the following (Idea generation)

1. Brainstorming (common technique used in advertising creative strategy development

to generate a large number of ideas in a short amount of time. a group of people
come together and share their ideas in a non-judgemental environment. The purpose
is to encourage free thinking and to generate creative and innovative ideas that may
not have been thought of otherwise)

2. Triggered brainwalking(participants are provided with a list of specific triggers, which

are words or phrases related to the advertising challenge at hand. Participants then
walk around the room, allowing the triggers to guide their ideas and thinking)

3. Questioning assumptions: (It is a technique used in advertising creative strategy

development to challenge preconceived notions and uncover new insights that can
lead to innovative and effective campaigns.)
 4. Picture prompts: This technique involves using visual stimuli, such as images or
photographs, to spark creative thinking and encourage participants to develop unique
and innovative concepts.

5. Scamper:

● Substitute
● Combine
● Adapt
● Modify
● Put to other use
● Eliminate
● Rearrange

6. Observation (gain insights about the target audience, the market and the products
and services being advertised. A deeper understanding of the needs and motivation)

7. Referencing (gather ideas and inspiration from other people’s work)

8. Interaction (engage and collaborate with target audience and other stakeholders in
the ideation process)

9. Imagination (using creative and imaginativr thinking to create ideas that are unique,
memorable and impactful)

10. Dreams (Dreams can take many forms, including daydreams, fantasies, and
nightmares. Connecting with target audience at an emotional level)

11. Creative aerobics (based on the premise that creativity is a skill that can be
developed and improved through regular exercise and practice.)

Ad campaigns:

1. Amazon: A global e-commerce and technology company.

Famous Campaign: "Amazon India - Aur Dikhao" (2015) - Amazon's "Aur
Dikhao" (Show me more) campaign was a huge success in India, highlighting
the wide range of products available on the platform.
Controversial Campaign: Amazon's "Aunty Police Bula Legi" (Aunty will call
the police) (2020) faced backlash for stereotyping Indian aunties, depicting
them as busybodies.
2. Amul: India's leading dairy brand known for its iconic ads.
Famous Campaign: "Utterly Butterly Delicious" - Amul's ongoing "Utterly
Butterly Delicious" campaign has been synonymous with its brand, featuring
witty and topical hoardings.
Controversial Campaign: Amul's "Amul Macho" (2007) faced criticism for its
bold and sexually suggestive advertising for innerwear.
3. Nestle: A global food and beverage company.
Famous Campaign: "Maggi - 2-Minute Noodles" (1980s) - Nestle's Maggi
became a household name in India with its "2-Minute Noodles" campaign,
emphasizing convenience.
Controversial Campaign: Nestle faced controversy over its infant formula
marketing practices, leading to a global boycott campaign in the 1970s.
4. Tata: One of India's largest conglomerates.
Famous Campaign: "Jaago Re" (2007) - Tata Tea's "Jaago Re" campaign
aimed to awaken social consciousness, focusing on issues like corruption and
voting.
Controversial Campaign: Tata Motors' Nano "Lakhtakia" (cheap) tagline
sparked controversy as some perceived it as derogatory.
5. JIO: A major Indian telecommunications company.
Famous Campaign: "Jio Dhan Dhana Dhan" (2017) - Jio's aggressive entry
into the market was accompanied by this campaign, offering free voice calls
and data.
Controversial Campaign: Jio's "Jio Summer Surprise" (2017) promotion faced
regulatory issues and led to a temporary suspension of enrollment.
6. Nirbhaya Squad: Notable for its mission to empower women's safety.
Famous Campaign: Nirbhaya Squad's "Dare to Fight Back" (2018)
encouraged women to learn self-defense techniques and assert their right to
safety.
Controversial Campaign: Nirbhaya Squad's "Self-Defense Training for All"
(2019) faced backlash for excluding male participants, which some viewed as
discriminatory.
7. Kalyan Jewellers: A prominent Indian jewelry brand.
Famous Campaign: "Trust is Everything" (2013) - Kalyan's "Trust is
Everything" campaign emphasized the brand's commitment to quality and
trustworthiness.
Controversial Campaign: Kalyan's "Aishwarya Rai's Racism Row" (2015)
received criticism for perpetuating color bias.
8. Tanishq Jewellers: Known for innovative and socially relevant campaigns.
Famous Campaign: "Ekatvam" (2020) - Tanishq's "Ekatvam" celebrated
interfaith harmony, focusing on a Hindu-Muslim wedding.
Controversial Campaign: The "Ekatvam" ad faced backlash from some groups
who alleged it promoted love jihad.
9. Apple: A globally renowned technology company.
Famous Campaign: Apple's "Think Different" (1997) celebrated innovators like
Gandhi and Einstein who thought differently.
Controversial Campaign: Apple's "Batterygate" (2017) faced controversy for
slowing down older iPhones without user consent.
10. Samsung: A major electronics and tech company.
Famous Campaign: Samsung's "Next Big Thing" (2011) humorously
positioned Samsung as an alternative to Apple.
 Controversial Campaign: Samsung faced backlash for the exploding batteries
in its Galaxy Note 7 in 2016.
11. Airtel: One of India's leading telecom operators.
Famous Campaign: "Har Ek Friend Zaroori Hota Hai" (2011) - Airtel's
campaign celebrated friendship and connectivity.
Controversial Campaign: Airtel's "Fastest Network" (2017) faced legal action
and controversy for misleading claims.
12. Idea Vodafone: A major Indian telecommunications company.
Famous Campaign: "What an Idea, Sirji!" (2007) - Idea's campaign featured
Abhishek Bachchan promoting innovative ideas.
Controversial Campaign: Idea's "Internet for All" (2015) faced criticism for
promoting the Internet.org initiative, seen as violating net neutrality.
13. Coke Studio: A Pakistani music television series.
Famous Campaign: The ongoing "Coke Studio" series is celebrated for its
fusion of diverse music genres and artists.
Controversial Campaign: Some songs in Coke Studio have faced backlash for
allegedly disrespecting traditional music forms.
14. Sabyasachi: A renowned Indian fashion designer.
Famous Campaign: Sabyasachi's "Sabyasachi Bridal Collection" showcases
his exquisite bridal designs, beloved by celebrities.
Controversial Campaign: A 2015 campaign featuring a dark-skinned model
received criticism for colorism.

Please note that campaign popularity and controversy may vary in perception, but
these are generally well-known examples for each brand