Senior Copywriter
Assessment
One Mg
UAE
Dubai
USA
Pennsylvania
INDIA
Chennai, Bengaluru, Gurugram
Senior Copywriter
Assessment
Before you start, please
take note of these
guidelines
01
Adhere to the provided deadlines and specifications while
showcasing your boundless imagination. Demonstrating
your ability to innovate within project parameters is as
critical as the originality of your output.
02
Ensure that all submissions are your own work. This is
crucial for us to assess your true capabilities.
03
Feel free to use any available resources or tools that can
enhance your creativity and productivity but remember
that the final output should reflect your personal creativity
and strategic thinking.
Task 2.
Task 02
Objective
Recommend a unique brand positioning for a sneaker brand
and present a visual strategy to establish this positioning in
communication.
Scenario
A new sneaker brand has launched in India, targeting Gen Z
and early urban millennials (ages 18–35) who value versatility
in their footwear. These lifestyle sneakers are designed for
casual outings, walking, and light jogging, with a price range of
₹2400 – ₹3999.
The brand competes with well-established players such as
Skechers, Comet, and Reebok. Your challenge is to help this
brand stand out by recommending a unique brand
positioning that reflects its identity, resonates with the target
audience, and creates differentiation in the market.
Once the positioning is established, you will create a
visual mood board to represent how this positioning
translates into the brand’s communication.
Deliverables
Recommend a unique brand positioning for a sneaker brand and present
a visual strategy to establish this positioning in communication.
1. Brand Positioning Statement & Justification:
• Recommend a unique brand positioning (1-2 sentences) that
distinguishes the sneaker brand from competitors.
• Provide a 200-word explanatory write-up justifying why this
positioning is unique and how it will differentiate the brand in
the market.
2. Visual Mood Board:
• Present a mood board that reflects the brand positioning.
Include:
• Colors, typography, and imagery.
• Examples of tone of voice and visual language that the brand
should adopt.
• Cultural or lifestyle cues that appeal to the target demographic
(ages 18–35).
Evaluation Criteria
• Clarity of Positioning and Justification
• Cohesion Between Positioning & Mood Board
• Originality
Scenario 1
I am writing this scenario without doing any research. It represents the first thought on my mind which came when I read the problem.
First let us name the shoe brand. Let us name it ‘Yabba’ for simplicity (Yabba….shoes that make you stand out).
Positioning here:
Here I am trying to piggyback on the popularity of the ‘Nike’ shoe brand.
So we say Yabba shoes, the new ‘Nike’ for half the price.
I would say this positioning is right because Nike is already an established brand in the market. But the price of Nike shoes are very high. While our Yabba brand is priced between 2400-3999 rupees, Nike brand run in the range of 6,000-10000. So when we say for half the price of Nike shoes it immediately registers on the mind of the viewers. (I personally have a feeling that it will register). Once the customers who bought it express their views and say that it is indeed a cheaper alternative to Nike, our brand will grow by leaps and bounds.
If we can’t use the word ‘Nike’ then we use the alternative word ‘Premium shoes’.
Mood board:
We use bright colors here orange, yellow, sunburst etc to attract the young gen z who significantly are more worried about how they look than the previous generation.
Imagery used can be sports day, swimming pool, badminton court etc.
Tone of voice should be persuasive in a subtle way, so that we don’t seem to be trying too hard which is a big turn-off for youngsters of genz generation.
Cultural and lifestyle cues could be, an outdoor barbeque where Yabba shoes are being worn, children playing in the park with adults or siblings who wear Yabba shoe brand supervising them.
Task 3.
© Confidential – All rights reserved
Task 03
7
Objective
Create a concept presentation that sells a new brand name
and logo design philosophy to the client.
Scenario
A jewellery brand with a legacy of 100 years is rebranding to
appeal to a modern audience. The target demographic is SEC
B, B+, seeking a mix of tradition and modernity. The brand
offers a wide range of jewellery, catering to both traditional
and contemporary tastes.
The team has proposed a new brand name: LKS Alara. The
name “Alara” is inspired by words like Altis and Aura.
Additionally, the team has designed a new logo, which
includes a symbol, typography, and color system to align with
the rebranding effort.
© Confidential – All rights reserved 8
Deliverables
1. Sell the Brand Name:
• Explain why LKS Alara is the right name for the brand.
• Highlight how the name aligns with the brand’s heritage, target
audience, and aspirations for modernity.
2. Sell the Logo Design Philosophy:
• Present a compelling argument / story / concept for the symbol,
typography, and color system used in the logo.
• Showcase how these design elements reinforce the brand’s
identity and appeal to the target audience.
3. Concept Presentation:
• Structure the presentation to be clear, engaging, and clientfacing.
• Use storytelling to connect the name and design philosophy to
the brand’s evolution and goals.
Evaluation Criteria
• Persuasiveness
• Clarity
• Originality in Storytelling
Why LKS Alara is the right name….?
The name Alara is derived from the Arabic word Al which means the base and Lara a common female name. Since jewellery is mostly purchased by women and how much women love jewellery it means Lara the base. The name is stylish as well as rings a chord in the hearts of women by the common name Lara, which when combined with the established brand name LKS adds credibility and value to the name.
A golden plated hue adds to the significance of the gold symbol used in logo design. The gold typhography looks like two doors coming together and closing in the middles of the class. This signifies the transition from the good old days to modern times that they are trying to stay relevant. They eventually form a golden shaped diamond pattern in the middle. Diamonds have long been associated with jewellery and are considered a woman’s best friend. The diamond shape not only adds heritage value to the jewel but also gives it the legacy it deserves.
Task 01
Objective
Develop a regionally resonant creative campaign for Tata Tiscon
550SD, emphasizing its value as a premium investment for
building durable homes.
Scenario
Tata Tiscon 550SD aims to increase its market share in Andhra
Pradesh by targeting individual home builders aged 30-45,
residing in non-metro, tier 2, and tier 3 cities. These builders
prioritize quality and durability in their materials, seeking
reassurance that their homes will last for generations. The brand
wants to position the 550SD product as the best investment for
lasting homes.
3
Your task is to create a compelling campaign that clearly
differentiates Tata Tiscon 550SD in the market while connecting
with the cultural and emotional sensibilities of the target
audience in Andhra Pradesh.
© Confidential – All rights reserved
Deliverables
1. Creative Strategy and Messaging:
• Propose a core campaign idea that encapsulates the product’s
USP and creates strong regional resonance.
• Develop 2-3 extensions or variants of the core idea, offering
creative flexibility for different formats or audiences.
• Write a 15-second YouTube ad script that captures the essence
of the campaign and effectively engages the audience.
2. Campaign Execution (Creative Mood Board):
• Recommend and describe the creative direction for ads,
visuals, or activations (e.g., visual language, storytelling
elements, tone).
3. Digital Scaling Thought Process:
• Outline how the campaign can scale effectively across digital
platforms, including social media, local influencers, and digitalfirst
activations.
Evaluation Criteria
• Regional Resonance
• Clarity of Messaging
• Originality and Differentiation
• Execution Practicality
Task 1.
Here we are doing a campaign called Tis,tis, Tiscon. (it has got a genuine rhyme feel which is sure to sit well with the hearts of our customers, moreover mnemonics are easy to recall).
A while ago (a few years ago) there was a campaign in Tamil for Kiscol TMT bars where actress Namitha will come and in the she will say Kis, Kis, Kiscol cambigal (cambigal in Tamil means bars). Although the campaign seems crude where an actress sells the TMT bars with an innuendo I feel that this campaign although based on innuendo does work.
So I have based my current campaign for Tiscon 550 d steel bars as a celebrity (in this case a Telugu actress, let’s say Samantha (depending on the budget constraints we can get the leading actress or some up and coming actresses also who won’t charge a bomb) say TIS, TIS, TISCON Tmt bars
Alternate campaign without celebrity
The previous campaign rests on the shoulders of a celebrity and the uses of a mnemonic called TIS, TIS, TIscon Tmt bars. In this campaign, I’ve tried a campaign that solely rests on the brand name of TATA and the quality it offers.
30 sec Video ad
We show a town long shot. Cut to interior of a home. 2 people are discussing a situation about building their home in an earthquake prone region
Husband: I am very skeptical about building our dream home here.
Wife: Me too
Cut to the Engineer
Engineer: Sir aur Madam don’t worry as long as we have Tata Tiscol 55 TMT bars even an earthquake cannot shake our home. Barosa Rakhiya sir (equivalent Telugu word can be put).
Cut to Product Window
We show shots of buildings which stand tall and towering thanks to Tata Tiscol TMT bars.
