Don't just do something, stand here and watch! Just wanted you to read that very cool line is all. On the page, you can expect to find short, long and very long digital copy. Some videos, moment marketing posts for social media and thought leadership articles. There's also Sales pages and Sales Scripts that you're free to use.
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We looked inside some of the posts by copyandscribble and here's what we found interesting.
Average Info
Notes Per Post
2
Likes Per Post
2
Reblog Per Post
0
Reply Per Post
0
Time Between Posts
2 months
Number of Posts By Type
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15
Last Seen Tumblr Blogs
Fun Fact
Hackers stole 65M passwords from Tumblr in 2013.
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My first, my very own film
After being on the laptops and tabs account at Cheil for over a year, a cordial relationship with client and a largely peaceful period of work, came the opportunity to write a film.
I know what this film has and all that it lacks and more, but I can proudly say that this was my idea, I wrote this all by myself, worked on a tightly packed schedule, had my inputs on the post-production, the whole paraphernalia.
ASK: Make a product film, that feels less like a product film, but has all the features.
Looking to come up with bigger, better ones. And thankfully, something’s in the making for Diwali 2022 already.
P.S.: The song at the end is Shruti’s own and she has a brilliant voice. I am a fan.
youtube
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Cheil, Samsung India
I had no idea I was expected to hit the ground running when I joined Cheil. Started writing copy for a flagship tab on day 1 of being here and from thereon, things were a smooth ride.
At Cheil, I have been at the forefront of launches of Galaxy F series phones, Entry level tabs, Flagship tabs and a whole new category of Laptops.
To my hiring manager: You’re already aware that launches for Flagships are governed by Global mandates. It’s the sustenance phase for flagships and work for other products which allow us copy guys to play. That’s the work I am showing here.
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Proactive Ideas that didn’t survive the global mandate onslaught
Background
Samsung very briefly launched its laptops in 2014-15 and then the laptops were no where to be seen. Fast forward to 2022, the laptops have been launched as a whole new category with multiple variants across price points.
I also pitched some OOH ideas and YT skip videos for the Flagship laptops that did not see the light of the day.
Product theme: The new way to PC
TG: Students and working professionals
My Role
Social posts and proactive ideas
Proactive Idea 1 - Laptops
Light and mighty
The most recent ~12” MacBook Air is 1.29kg and Samsung’s 13” Galaxy Book2 Pro is 870g. This presented us with a great opportunity to push our Laptop series as one which is lighter and bigger than the competition (read Apple), while providing tremendous performance.
Samsung US often takes potshots at Apple and that’s what I wanted to do here. Didn’t pan out but am still pitching stuff like this.
Execution
Billboards:
Placement:
1. Similar executions at Malls with Apple Stores
2. Similar executions at marketplaces with Apple showrooms
3. Near a MacBook hoarding in prominent locations, if any
4. Digital adapts of the ad
The ad is a direct take on competition and Samsung has on various occasions taken digs at Apple in the past. In this case, Samsung is delivering a far superior product.
Reasons to consider: - This ad has the potential to make enough noise on its own
- Has a huge virality component
- and will definitely help people in switching sides, while giving ammo to Samsung loyalists.
Proactive Idea 2 - Laptops
Thinnest laptop in its class
A short 5-second video that showcases how amazingly slim the Book2 series laptops are.
The benefit of having such a 5-seconder is that a viewer on youtube would see the whole video before he/she can even skip it. And even if it stretches to say 6-7 seconds, the main idea would have been expressed.
Execution:
1 sec:
A readily recognizable wooden pencil, such as the red and black natraj pencil is placed at eye level on a table.
2 secs:
A hand comes in focus and lifts the pencil to reveal the laptop. The camera pans to show it in full view
1 Sec:
Galaxy Book2 Pro name revealed
1 Sec:
Closing Samsung tile
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Category Launch | Laptops
Background
As already introduced earlier, Samsung launched laptops as a whole new category. While the campaign messaging had a global mandate, thankfully, we were given a free hand with the social posts before the sustenance phase started.
Product theme: The new way to PC
TG: Students and working professionals
My Role
Social posts and proactive ideas
Here are some of the posts covering different variants
View this post on Instagram
A post shared by Samsung India (@samsungindia)
View this post on Instagram
A post shared by Samsung India (@samsungindia)
View this post on Instagram
A post shared by Samsung India (@samsungindia)
View this post on Instagram
A post shared by Samsung India (@samsungindia)
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Launch Film: Galaxy F22
Background
The Galaxy F series of phones are India specific phones like the M series. These are phones that are not impacted by Global messaging mandates and everything about the launch of these phones is handled in India itself. The #FullOn messaging was framed when the first F series phone was launched and the newest product’s campaign messaging keeps changing.
Product theme: #FullOnBlockbuster
TG: Gen Z Students and millennials
My Role
Launch film script and all the social posts.
Here’s the video
View this post on Instagram
A post shared by Samsung India (@samsungindia)
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Galaxy Tab A7 Lite Launch Film
Background
The Galaxy Tab A series caters to those buyers who want a tab but majorly for content consumption. These are smaller tabs with a great battery backup and can be carried anywhere easily.
Product theme: Do More
TG: Students and working professionals.
My Role
Film script for a 2D video.
NOTE: The video here is a downcut of the original 1 min film which has since been removed from the Samsung Youtube channel
youtube
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E Com Live Script
Background
Cheil now has a full blown Samsung Live series where experts and Samsung SPOCs come together to talk about the specs of a product. This is coupled with exciting sales offers making for a 30min episode.
My Role
I wrote the script for an episode for the Flagship Tab of the time in Nov 2021 - Galaxy Tab S7+ and its cousin Tab S7 FE. Along with this I was also a part of the PPMs, Shoot and final cut.
Here’s the Youtube video of the episode
youtube
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Organic by MSL, Publicis Groupe
The two years spent at MSL Digital, later rechristened to Organic by MSL, were a joyride. I got the chance to handle calendars for a range of clients - an ISP, Tech (2), Construction, Development (2), Entertainment, Employer branding, thought leadership and what not.
The work shown here is obviously what I want to show and is largely for Spectra and MTV.
To my hiring manager:
The only thing missing from digital at MSL were campaigns that use new age tech involving AI, fancy coding among other things that copywriters love to talk about but don’t know much of. If I had the opportunity, however, to do tech based work, I would dive right into it without judgement or questioning.
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The Mad Anti-Cricket Campaign: #LifeStreaming
Awards:
Gold: Best content in a Social media marketing campaign overall by ICL (Indian Content Leadership Awards by INKSPELL)
Gold: Best use of Copy in a Digital Campaign (MSLGroup Nationals)
Gold: Best use of Design in a Digital Campaign (MSLGroup Nationals)
Background
Why I used MAD in the title? If you’re an Indian, whether or not you’re a Cricket lover, you have certainly found yourself watching a cricket match. The cricket chatter, online and offline, reaches an unbelievable crescendo during the quadrennial Cricket World Cup. To capitalize on this madness (and hoping against hope for brand recall), brands go berserk in spending billions of $$$ on advertising on every possible platform.
The client, India’s fastest ISP, wanted a slice of the cricket pie too, albeit without the budgets.
What We Did
Pitched for a 50K INR 46-day Anti-Cricket World Cup campaign
Created copy that used cricket references but did not talk about the matches or progress of the world cup. The buckets chosen were movies, shows and playlists that can be streamed alongside travel tales and taking jibes at the matches
To link back to the Cricket World Cup, we used WC hashtags, historical facts on cricket WC and used numbers from the last night’s match to create content among other things.
My Role
I was part of the pitch team that developed the new proposition. Alongside building the pitch, I was also the main copy guy on this account.
Note
Following are some of the posts that were published. I agree with you already that the heading’s font and the design language (developed by the client) may not be very legible and appealing at first but that did not stop us from winning awards.
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Post Copy: What are you going to binge on when the world is out binging on the #WorldCup? We want some cool TV show recommendations! #MakeLifeBetter for everyone not watching the #WorldCup2019.
Background: Post based on an online gaming contest
Post Copy: Before you spend an entire day at the pub waiting for your team to win in the #CricketWorldCup2019, we wanted you to know that #PubG can win you Rs 1.2 Lakhs in the same amount of time to #MakeLifeBetter!
Background: The famous love triangle from Aamir Khan’s Lagaan, a movie where Indians play against the Brits
Post Copy: "We're gonna give Lagaan 2019 a pass. But talking about love triangles, which one's your favourite from Bollywood?" #MakeLifeBetter #LifeStreaming #IndVsEng #CricketWorldCup2019 #CWC19
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Mad Videos (These aren’t them)
Of course, without seeing any videos, you will judge the work and assume a lack thereof. These are some of the more recent ones worked upon and visualized in tandem by members of the design team and ideated by me.
When you scroll down further, I have also included Gdrive links to videos that I made myself in one of my previous organizations where Direct Marketing was the mode of selling inventory that we manufactured or imported. These were heavily pushed on facebook at my time there.
New Year’s Wish
My Role
As the copy guy on the account, I ideated the video and visualized the concept with the design team.
Post Copy: Life does not get better with resolutions, it gets better with 1 Gbps speeds. Here’s to binging, gaming, learning and a lot more in 2020 on India’s fastest internet with speeds up to 1 Gbps. Link in bio. #HappyNewYear2020 #MakeLifeBetter #NewYearResolution #NewYear
View this post on Instagram
A post shared by Spectra (@on.spectra) on Dec 31, 2019 at 4:31am PST
International Internet Day
Client Ask
Create a video that reminds people to stay off gadgets
My Role
As the copy guy on the account, I ideated the video and visualized the concept with the design team.
Post Copy: We know we are an Internet Service Provider, but just today, we are asking you to say “What’s Up” in person instead of 'WhatsApp-ing' and 'connect' without social media.Have some fun #Face2Face with the ones who matter. This #InternationalInternetDay, #MakeLifeBetter!
View this post on Instagram
A post shared by Spectra (@on.spectra) on Oct 28, 2019 at 11:28pm PDT
Gandhi Jayanti
My Role
I just decided to play with the idea of reversing the maxim we link with the Three Wise Monkeys to See everything, Hear everything, speak but Think before you speak. Particularly fond of this video, considering the quick turn around time the design team and I managed on this.
Post Copy: Today, the internet makes it possible for you to see and hear everything, but if you're not thinking before you speak, then even the fastest internet in India cannot #MakeLifeBetter for you!
#GandhiJayanti#GandhiAt150#Bapu#HappyGandhiJayanti#MahatmaGandhi#WednesdayWisdom
View this post on Instagram
A post shared by Spectra (@on.spectra) on Oct 1, 2019 at 10:21pm PDT
Chandrayaan2 Launch Day
Background Chandrayaan-2 is the second lunar exploration mission developed by the Indian Space Research Organisation, after Chandrayaan-1. It consisted of a lunar orbiter, the Vikram lander, and the Pragyan lunar rover, all of which were developed in India.
Everyone was excited about the prospect of Moon Landing and this was the video we created for the 22 July launch. The creative copy was used to link back to Spectra, India’s fastest ISP
My Role
As the copy guy on the account, I ideated the video and visualized the concept with the design team.
Post Copy: The world is watching #Chandrayaan2 and this alone is enough to say how proud #ISRO has made #India once again. Here’s the best of our wishes for the soft landing on the dark side of the moon. #MakeLifeBetter #MoonMission2
View this post on Instagram
A post shared by Spectra (@on.spectra) on Jul 22, 2019 at 6:10am PDT
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MTV, Sex Ed and Tuberculosis
Background
We won the first phase of MTV Nishedh, essentially the online buildup to the 2020 Jan launch of a TV Series that covers all topics around
Sexual and Reproductive health
Tuberculosis
The project required short form, long form and very long form of copy which at all times had to sound like a trusted friend and not preachy. Getting preachy is very easy, especially in long form and we had to avoid that across content forms.
My Role
Writing all forms of copy for the account and screening through copy that came from a promising junior copywriter on the account. I am showcasing a few social posts here. If you wish to read the long form posts, there’s a link at the end of these posts.
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Post Copy: Did you know that TB stops being contagious while still on treatment?
Tune in to the latest episode of The Radio Show with Megha on #MTVNishedhLive where she busts this and other misconceptions about tuberculosis:http://bit.ly/2oQrxua
Post Copy: Find out all the different kinds of BIRTH CONTROL methods available to you so you can avoid an unplanned pregnancy. Head to MTV Nishedh now: http://bit.ly/33VZFUq
Post Copy: Consent is a two-way street. Till you hear the second yes, don’t assume!
Visit us to listen to the recent episode of The Radio Show With Megha where she explores the need for consent in relationships. bit.ly/2Kyb31I
Links to ‘Long’ and ‘Very long’ form articles
Long Form
mtvnishedhlive.com/news/tb-is-not-complicated-just-be-mindful-of-these-things/
https://mtvnishedhlive.com/questions/can-i-get-hiv-or-other-stis-stds-from-kissing/
mtvnishedhlive.com/questions/how-do-i-say-that-i-want-us-to-use-a-condom-2/
Very Long Form
https://mtvnishedhlive.com/health-info/
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Selling stuff that no one understands - B2B
Background
Spectra, started out as India’s fastest ISP and, yes, they are still faster than any big brand that comes to your mind. If you’re thinking Airtel, Jio and what not, they are not even close. In the last few years Spectra have ventured into the networking domain and have introduced tech that most SMBs don’t have a clue about.
Ask
Create posts around networking tech that talk directly to CTOs, Tech Directors etc while entirely avoiding tech jargon.
My Role
The copy guy on the account
A few published posts
Post Copy: You wouldn't want to hear those words right? Lack of network security is an insider demon that can steal your money or valuable information. Get separate and secure access for employees and visitors so theft is the last of your concerns. http://bit.ly/35MfZIc #MakeLifeBetter #ComputerSecurityDay
Post Copy: Our SD-WAN solutions for AICA Laminates India Pvt. Ltd. offices that span across India, now lets them set up a new site in a handful of days! Read more about our tailor-made for them solutions here: http://bit.ly/2oPOCJV
#MakeLifeBetter
Post Copy: Let our business internet plans support the front end of your business, so that you can focus on how to increase the inventory cycles. Let us #MakeLifeBetter for you: https://hubs.ly/H0mjfzD0
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Thought Leadership Blogs - Panasonic India
Award:
Gold: Best long form content - Weekend Musings (MSLGroup Nationals)
Whether it’s writing weekend blogs for Panasonic’s Manish Sharma, CEO India and South Asia, or the one off for Vijay Wadhawan, Director Systems Solutions Division India, one thing I love is the vast amount of research that goes into writing these pieces. There’s a ton of learning and then, of course, there is the saying that the more you write, the better you get at it.
Here are the links to some thought leadership blogs I’ve written for them
Manish Sharma, CEO Panasonic India and South Asia
https://bit.ly/2tIhREk
https://bit.ly/2Tb3J0W
https://bit.ly/36GFyeH
Vijay Wadhwan
https://bit.ly/39TluYz
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Moment Marketing
It is only safe for me to show that I do write under pressure, not like that’s the only thing moment marketing entails.
The strategy of the digital content calendar is already changing. Digital Advertising has swiftly been shifting towards Moment Marketing, a trend Amul started just three decades ago.
Here’s a few posts built under tremendous pressures.
Background
Spectra had just been ranked the number 2 ISP (as far as average streaming speeds are concerned) by Netflix at July end (we are first or second every month). The second season for Sacred Games had also just launched and it was trending, so called ISP speeds as ‘Bhagwan’, used from Nawazuddin’s famous quote.
Post Copy: Pehle aata hai tez internet, phir aata hai Spectra. Stream the 2nd season of Sacred Games with India’s fastest internet. Netflix, one of the most loved streaming services in India has ranked us as the No. 2 ISP again, in July 2019: http://bit.ly/2wF9tTZ #MakeLifeBetter
Background
The success (for most part of its journey) of Chandrayaan 2 echoed with everyone in India so much so that when it entered Moon’s orbit, it took up all of Indian digital space. Here’s what I did.
Post Copy: Kudos to ISRO - Indian Space Research Organisation for #Chandrayaan2’s successful entry in the Moon’s orbit. Fortunately, we don’t have to be a rocket scientist ourselves to choose the fastest internet up to 1 Gbps in India: http://bit.ly/2wF9tTZ #ISRO #MakeLifeBetter #MoonMission2
Background
Remember when Delhi Traffic police was issuing madly massive challans for Rs 71,000, Rs 54,000 and people actually paid them? The challans got crazy coverage and I just asked people to overspeed (pun intended).
Post Copy: Speeds so fast, you may actually want to use a helmet! #MakeLifeBetter with India’s fastest internet up to 1 Gbps: http://bit.ly/2Yv5Nnm #NewTrafficRules #TrafficFine #Trafficviolation #WednesdayWidsom
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Sales Pages and Call Scripts
Increasing the bottom line may be the top goal for (Direct) Marketing, but it’s the sales scripts that actually convert leads that drive revenues.
In my previous organization, not only was I tasked with writing English (and transliterated Hindi) copy for sales pages and social media, but also with writing long winding sales scripts used by our call center teammates.
I credit my boss for training me on those, but I can say with some pride that our sales average was far higher than the industry average, part due to the landing pages, part due to aggressive direct marketing on social media and part due to the sales scripts. I am happy, I got to work on all these funnels.
Here is my Gdrive folder to the scripts and manuals, in case you’re interested in taking a look.
http://bit.ly/39ZiUjF
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