SUMMER INTERNSHIP

REPORT

AGENCY

CHIRAG VADERA
18050143121
COURSE- MBA(CM)

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 INDEX

Sr. No. Chapter Page No.

1 Executive Summary 3

2 Introduction 5

3 Agency Overview 7

4 Project Profile 10

4 Learning Outcomes 14

6 References 15

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 EXECUTIVE SUMMARY

Please See Advertising Pvt. Ltd. is a creative agency based in Mumbai. Companies primarily
approach the agency for strategy, digital, packaging and design based solutions for their branding
and marketing needs. I had the opportunity to intern as a Junior Brand Manager and was
assigned to the social media team of Parle-G. The role also included assisting my mentor, who is
the Brand Partner of The Bombay Canteen and O Pedro (both high end restaurants based in
Mumbai), in terms of coordinating amongst the Creative writers and designers.

As part of the social media team of Parle-G, I was responsible for conducting Online Reputation
Management activities on Facebook, Twitter, Instagram and other sites. Please See uses an
online tool called Germin8 to monitor their social and web presence, as a daily task I went
through all Germin8 mails. Parle-G as a brand receives a lot of brand love on a regular basis and
thus we responded to most of them and also assisted customers in distress. The daily task also
included sharing newsworthy mentions for Parle-G with the client through emails. Besides the
routine ORM activities , I was put in charge of collecting all the pre-planned social media
creatives and uploading them according to the content calendar. I was put in charge of sharing
the minutes after every team meeting. Also took part in brainstorming for content with the Social
Media Team of Parle-G. In the second month of the internship, I was working on Parle-G’s
social media property called Genius recipes wherein I was responsible for ideation and execution
of two recipe shoots. The content was approved by the client and will be posted in the coming
days.

A major chunk of my time with Please See was spent on their new website which is still in the
works. I took over their site through Wordpress, while studying and uploading around 20 case
studies of work previously done by Please See. In the process of studying the case studies, I had
to collect and research for artwork to assist the text. We coordinated with the web developers
from Spain, to fix the functional problems we faced on the website. The website work also
included planning out the time for the creative writers and designers to complete their respective
case study work. We held weekly meets with the creative director of Please See and put her up to
speed on the work completed on the website.

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While interning I was lucky to be a part of a small case study project that was for the French
headquarters of Danone. Danone wished to understand the success of PaperBoat products in
India. The work included field and online research, wherein we visited big and small retail
outlets in Mumbai, trying to gain insights into the purchase and consumption of Paper Boat
through questions and observations. The products offered in the market by PaperBoat outnumber
the product list on their official website, and thus we had to search for them through User
Generated Content available on Social Media.

A task offered to me by my mentor included visiting Crawford market to find suitable vendors
for The Bombay Canteen’s theme based dining event called ‘Chettinad Table’. The task was to
find frugal and elegant packaging options for the clients dining event, wherein they would
display some of the spices often used in Chettinad cooking.

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 INTRODUCTION

Please See belongs to a class of agencies that specialize in branding, designing and digital
promotions. It can be broadly classified under the Branding and Design industry, while it also
dabbles in digital marketing. It has grown in a highly competitive industry and managed to add a
touch of class to the kind of work they offer.
The Global Scenario
As companies around the world look towards India as a robust business opportunity, their
investments within the country are dialing up. With major sports, political and social events that
are well spread throughout the year, clients are lured to spend more on their communication
efforts with the mentality that the consumers will be more receptive during these days. The
overall industry is cruising against a backdrop of rapid technological changes and thus there is
always something new to learn.
During my tenure at the agency a French multinational called Danone, which has existing roots
in India had approached Please See for a small project. The project involved understanding what
was so different about Paper Boat and what led to their success. It is a matter to be discussed as
brands from all over the globe have their eyes on the Indian market and they understand that a lot
of brands have already tried most of the marketing and communication tricks. The case study
was well received by the clients and they wanted all Paper Boat products to be transported to
France, as Paper Boat products are a showcase of unique packaging as well. Many multinationals
are depending on advertising and research agencies in India for more market intelligence. Not
only are global giants investing in agencies for advertising and digital promotions, they are
collecting intelligence to optimally strategize their next venture.
The Indian Scenario
Local businesses are stepping up their branding standards and etiquette, while agencies like
Please See are bound to benefit from this hype. Restaurants, fast food chains and indigenous
startups are lining up to hire creative agencies and leverage their abilities to animate the brand.
Clients also approach the agencies for packaging solutions, like in the case of The Bombay
Canteen. The restaurant owners approached Please See for a unique packaging solution that was
Indian in every aspect. The world knew about the pizza box and the box for Chinese takeout, The
Bombay Canteen was looking to integrate something indigenous in their packaging. The solution

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provided by Please See was inspired from the old way of carrying food, which was a ‘potli’ that
was hung at the end of a stick and carried with the stick over the shoulder. They were able to
deliver this in the form of a piece of cloth that could be used to wrap the container of food and
carried around just like one carries a plastic bag. Brands like Nivea, Dabur, Parle, etc. are also
getting packaging solutions, as packaging is a palpable deliverable that outlasts all
communication efforts. Uniqueness and feasibility in packaging is well received and increases
the mental stickiness of the brand.
Digital has become the second limb of the industry, as consumers are sticking to their screens
and devices. Digital segment promises to surpass the Filmed Entertainment and Print segments.
The digital segment is estimated to grow with a CAGR of 28% in the period of 2018-21. The
client’s concern is also rekindled by statistics that show a 250% rise in digital subscriptions, in
just 1 year. With advertising spend shifting towards the digital segment, clients don’t think twice
before dishing out a part of their advertising budget towards their digital presence. The
consumers are loosening their purses to get digitally entertained and the brands are following
suit.
Players in the industry and new developments as observed by you and your guide
Please See is in direct competition with creative agencies specializing in branding and design.
More specifically they are in direct competition with branding and design agencies in Mumbai,
as clients are also location specific with their agency needs. Their direct competitors are agencies
like Landor, Elephant, DYworks, Animal and Taproot.
Agencies from all over are aggressively riding the wave of popular culture when it comes to their
communication efforts. Information symmetry has provided an opportunity for pop culture to be
widely celebrated on online platforms, thus creating a race where brands are striving to stay
relevant. The wave of enthusiasm for the HBO series Game of Thrones got all brands from
Durex to Amul, in a race to claim their relevance with pop culture, numerous brands conditioned
their content to appeal to the masses that increasingly interacted with their screens. In the past
two months that I was there, brands have been willing to step out of the closet in support of
LGBT rights, in the attempt to be inclusive and up to speed with the modern day society and
most of the communication is done through social media. Brands are trying to be more
consumer-centric and trying to talk the consumer’s dialect.

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 COMPANY / AGENCY OVERVIEW

Please See// is a design and branding agency based in Mumbai. It was started by co-founders
Avinash Thadani and Pritha Sahai in 2011. The agency is around 60 employees strong and has
the best designers, strategist and digital media experts. The agency offers branding solutions, by
designing and offering packaging options. Please See is good at developing strategies and
creating designs.
Mission- Promising to find a compelling need for that product or service and communicate it to
customers in a powerful manner. Please See is a story of passion and as an agency they
absolutely think strongly and in depth before churning out strategies or designs. The vision as
they state is- What people say when they think of you- that’s what we are working on.
Please See designs with purpose for businesses and for results. They pride themselves on
weaving emotions with their designs and let the work speak for the agency.
The organization structure is headed by the co-founders – Avinash Thadani and Pritha Sahai.
There is a business development team which includes the Sr. Brand Partners. Please See has a
separate team for strategy that conducts research, collects insights and ideates the perfect
strategy. The design team is guided by the senior designers; the animators are also a part of the
design team. The account planning teams includes the brand partners. There are several
copywriters that are also assigned many accounts. It is quite possible for one Brand Partner to be
working on more than one account. The brand partner is in direct touch with the client on a
regular basis and is the one that makes sure that the deliverables go through.
Please See is in Mumbai and Delhi, although they have strong roots in Mumbai. They are
currently working with international clients like Danone and Amy’s.
The client portfolio is diverse and includes clients from different industries like:
1. Culture & Education – YFL,TBU, Doon School, Art Map, Oddbird
2. Banking & Professional Services – Flamingo, G4S, Greenshield, IIFL, Kotak, WWP,
LightBox, Remfrey Website, Remfrey Calendars, Inaaz
3. Entertainment – MAMI, OML, Film Companion, Chuckle Fest, IIFL Events, AD
4. Fashion & Beauty – RedTape, Ritu Kumar, XYXX, Ananda Packaging, SGBG
5. Food & Drink - Spice Monger, Organica , Madhu, Parle Website, Parle Social, Farm Love,
Gateway, Swami, Amy's, Mumum, Stranger, Mad Over Donuts

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6. Hospitality - Tali Joe, Mamagoto, Barista, TBC, O Pedro, Kitchen Garden, Bombay Bustle,
House of Nomad, Chutnify, CinCin
7. Travel & Leisure – Renault, COR, Tirun, Myles, EasyCabs
8. Manufacturing & Industry – Inarco, EMW, Enertect, CPL, Lykos, Mara
9. Not for Profit & Healthcare – Oxfam, IPE Global, Unistem, Noble Hygene
10. Real Estate & Publishing – Delhi Book, Doon School, Ananda Coffee table book, Curious
Reader, EMAAR, 212 Boat club
11. Retail – Foodhall, PSC
12. Tech & Start-Up – Grocerywale, Thirstkart, BPB website, LazyPay, Casa De Oro

Most of the above clients have associated with Please See in the past. Some of the major and
active accounts at Please See included- Foodhall, Tirun, Nivea, Parle-G, Parle Popular, Stranger
& Sons, O Pedro, The Bombay Canteen, Mad Over Donuts, Amy’s India.
Please See creates strategies for brand, creates key visuals to include new product and/or graphic
designs that have not been created using existing brand assets. They design packaging, menus,
labels, apparels, barware and other accessories as required by the client. Please See also helps
clients in designing their landing pages and conducting case studies.
SWOT Analysis
Strengths-
1. A young workforce with a few seniors spearheading the organization
2. Good environment that is good for developing positive communication and professional
skills
3. Open door approach- The leadership sits on the same table as their employees, they don’t
have separate cabins
4. Good collection of designers that never fail to deliver a good creative output.
Weakness-
1. High attrition rates of designers and brand partners due to the high demand of their skills in
the industry
2. Brand Partners and designers sometimes have to work on more than one account at the same
time, which may compromise their creative output
3. Weak research mechanism which can lead to many inaccuracies

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4. Weak mechanism for compounding results for their digital accounts
5. No in-house tool for social media analytics and ORM
Opportunities-
1. Can venture into hardcore advertising, is capable of producing and executing TVCs and
online commercials
2. With their capabilities to excellently service local businesses in Mumbai, they should open
up in other major cities and target the local businesses that require and can afford their services
3. Finding a better way of displaying and publicizing their previous works, to get more clients
Threats-
1. Big agencies are expanding their offerings, trying to be a 360 degree agency and can form a
formidable competitor for Please See
2. There are agencies with better digital and research capabilities, which can be a threat to their
existing digital accounts
3. Lower prices of smaller specialized agencies.

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 PROJECT PROFILE
Objectives of the internship
1. Understanding and handling the social media responsibilities of Parle-G and contribute
creative ideas for their campaigns (objective decided at first briefing)
2. Conducting tasks for their clients like The Bombay Canteen and O Pedro (objective decided
at first briefing)
3. Gaining insights into the dynamics of agency business (personal objective)
4. Establishing good interpersonal relationships with mentors and colleagues (personal
objective)
5. Try to develop new skills while working for other brands as well (personal objective)

Weekly output
Week 1(April 9th – 12th):
● Understanding the ORM policies and carrying out daily ORM tasks. Mailing relevant
social media updates to the clients on a daily basis.
● Understanding the backend dynamics of Please See’s new website and understanding
how to upload the case studies on the website. Collecting and assorting all in-house case
studies from the web and in-house backups.
● Collected screenshots and photographs of all online comments and messages wherever
there was a display of brand love, for a motivational/appreciation video to be used
internally for the Parle-G team.
● Attended weekly resource planning meet, usually conducted every Friday, where all
brand partners get together to discuss how the hours of the designers and copywriters will
be distributed to different accounts.

Week 2(April 15th – 18th):

● Assigned to another team that was working on a case study for Danone on Paper Boat. I
visited supermarkets and retail outlets for researching on packaged juices, specifically
Paper Boat juices. Collected photographs and interviewed shopkeepers on their opinions
about the brand. Did research on the packaged juice industry for the Danone project and

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 assisted in the making of the final deck. Researched on the touchpoints and distribution
network of PaperBoat, that was to be used in the case study.
● Continued ORM responsibilities for Parle-G and sent ORM updates for the client.
● Uploaded most of Please See’s case studies on their website, figured out the back end
controls of the website.
● Followed up with the copywriters, on finishing up the 3 part case study of The Bombay
Canteen’s cocktail books and uploaded them on the website.
● Helped collect visuals for a sample contest video to be shown only to the clients.
Attended the weekly resource planning meeting.

Week 3(April 23rd -26th):

● Conducted ORM activities and sent ORM updates regularly for Parle-G. I collected
screenshots and visuals for an annual video, to be shown internally to the Parle-G team.
● Took minutes of the Parle-G team meeting for the new Crore campaign and sent the team
an email update about the deliverables discussed at the meeting.
● We attended a meeting with the creative director and co-founder Pritha Sahai about the
updates on the website, worked on her feedback to make the website look more visually
appealing.
● Vendor work for Bombay canteen was assigned to me, went into Crawford Market
looking for suitable vendors for the client’s needs. The client was looking to display a
few spices for the Chettinad themed dining event, so I negotiated with the vendors and
reported back with the most suitable vendors.

Week 4 (April 29th – May 3rd):

● Conducted ORM activities and sent ORM updates regularly for Parle-G.
● Took the category perspective of organizing the case studies required to be put on the
agency website, planned the execution of required and unavailable case studies.
● A meeting was held for the weekly resource planning, which I took part in.
● Meeting for the website planning was conducted, collected feedback of the creative
director. We communicated the required changes for the website with the developers in
Spain.

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 ● I looked for a FB cover photo for Parle-G’s Mother’s Day campaign, from their new
TVC for Mother’s Day.

Week 5 (May 6th – May 10th):

● Conducted ORM activities and sent ORM updates regularly for Parle-G.
● The new case studies required a brief to be filled by the Brand Partner who worked on the
account for copywriters to work on it, communicated the general guidelines and format
for making the brief for the IIFL case study.
● Worked on the social media monthly report for Amy’s India.

Week 6 (May 13th – May 17th):

● Continued to regularly perform ORM responsibilities for Parle-G and sent ORM updates
for the client.
● Shortlisted potential posts for Parle-G’s content series called Genius Photographer.
● I was assigned the task of arranging the shipping of Paper Boat products to the French
headquarters of Danone.
● I organized all creatives from all designers to upload on an accessible drive, ready to be
posted.
● Started working with the designers on making the website and case studies look visually
appealing, by adding artwork. Was sent in to the field to collect insights into the
packaging of various dessert and pastry outlets

Week 7 (May 20th – May 24th):

● Continued to regularly perform ORM responsibilities for Parle-G and sent ORM updates
for the client.
● Thought of ideas for Parle-G’s content series Genius Recipes, suggested two recipes. The
client approved the recipe and I organized and helped execute the shoot in-house.
● Explained ORM responsibilities to a new intern that would take my place after I left,
taught him how to use the back end of the website and how to upload the case studies on
the website.
● Made monthly and quarterly social media reports for the client Amy’s India.

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 ● Also started working on the social media report of Parle-G for the months -April and
May.
● We discussed the visual aspects of every case study on the website with the designers and
uploaded the artwork created by the designers.

Week 8 (May 27th - May 31st):

● Worked on the Parle-G content deck for the month of June, the deck displays all the
content planned for the month and requires the client’s approval.
● We conducted the ORM routine for Parle-G. Planned for another recipe shoot for the
Genius recipe series, organized and helped execute the shoot in-house.
● Collected artworks from numerous backup drives for the case studies that required their
original artwork.
● Handed over all important documents to the replacement intern.
● Uploaded all new artworks created by the designers and animators, suggested changes
wherever required.
● We planned completion of a case study for Nivea Milk Delights.

Application of classroom learning

● The lectures by Mr. Rishabh Nayyar have helped a lot in understanding concepts and
strategy for accounts. The understanding of the functions of Account Planning really
helped as I worked with brand partners, it helped in gaining a better perspective while
conducting daily tasks.
● Marketing Research and Research Methodology classes helped while conducting
research tasks for the Danone project.

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 LEARNING OUTCOMES
❖ Working on over 20 case studies of previously held clients, helped gaining a perspective
into the strategic and creative approach to be adopted while servicing an account.
❖ Acquired an account planning perspective with exposure to multiple weekly resource
planning meetings.
❖ Understood the etiquette and work standard for artworks, pitch presentations, social
media content and case studies.
❖ Learned how to prepare social media reports for the clients.
❖ Interactions with designers helped gain insights into the high standards, extent and
limitations of their creative abilities.
❖ Acquired better perspective into the workings of Wordpress, often used for landing pages
of websites.
❖ Research tasks helped learn more about the packaging juices industry and trends in the
sector.

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References
FICCI. (2019). FICCI REPORT 2019- Growth in the digital sector.
See//, P. (n.d.). People we've worked with. From http://www.please-see.com/

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