Pictures, role of visuals, visualizing the big idea, copy writing styles, Radio copy writing

Client Brief
Client: Asian Paints Product: Asian Paints Colour World is the brand name for the one-stop colour shop of Asian Paints, which are unique paint shops where shades are generated with the help of a computer with software to choose and select 1,511 shade combinations, designed to reach consumers in a direct `dil se' style. Advertising Objective: Position Asian Paints Colour World as the one stop paint shop with all the colours one could want. The advertising should create enough interest in potential consumers to ensure that they come to the Asian Paints Colour World outlet or at least call the Asian Paints helpline. Target Audience: Demographics Region: India, urban population Occupation: Service/working professional/self-employed Gender: Male Religion: Insignificant Social class: Upper Middle and upwards SEC: B and upwards Family life cycle: Middle aged

Client Brief
Behavioural Occasions: When looking to paint the interiors of his house (usually there is an upsurge with new construction and during festive seasons like Diwali and Holi) User status: First time user Loyalty status: Not defined Readiness Stage: Relatively informed Attitude toward product: Low-involvement Attitude toward brand: Trusting, has high-recall value Key Consumer Benefits Proposition The outlet allows the consumer to get just the right shade Support Asian Paints has the largest range of colours in the market (e.g. Over 127 shades of green, 206 shades of blue, 118 shades of yellow and many others) and the outlet allows the consumer to choose any among a vast range of colours with the help of a computer.

Client Brief
Tone and Manner The tone of the advertising should be educative yet appealing. It should touch a chord in the readers heart so that he identifies with the communication and sees it as speaking directly to him. Other Considerations Use the colours, logo and symbol of Asian Paints and Colour World, which are a pneumonic essential to all brand communication. Keep in mind that the advertisement should be in line with the overall communication strategy of the brand and primarily should support the proposition advertised in the current television commercials mera wala cream, mera wala pink and kathakalli dancer (TVCs will be sent for your perusal). During primary research we noticed that persons during the phase of getting their house painted look for just the right shade and are prone to collecting samples to visually show their painter exactly what they had in mind and cannot always express verbally. If this insight is useful, you may incorporate it in your advertising.

Sample Creative Brief- Holiday resort

What are your objectives? Increase awareness by 10%. Generate Rs10 crore in additional revenue. Who is the target audience? Travellers 2544 years of age, male and female, earning Rs.8lacs+ a year, and single or married without children. Have a lust for life and are frequent travellers in India and overseas. Adventurous in their destinations and activities. Attracted to ecotourism destinations. What does your target audience currently think about your business or type of business? Expecting adventure Rustic accommodations Access to a wide variety of wildlife.

Sample Creative Brief-Holiday Resort

What do you want your target audience to think about your business? Hell-ava-day Resort is the perfect getaway for adventurous people who want to get back in touch with nature. Why should your target audience believe you? Hell-ava-day Resort is located on the edge of beautiful Big Lake and is surrounded by pristine old growth forest. Holiday Resort offers a variety of wilderness experiences, from naturalist-led hikes to on your own exploring. Why should your target audience be interested in what you have to say? Hell-ava-day Resort offers outdoor adventure in a flexible package, meeting our guests desire for relaxation, physical activity and education.

Sample Creative Brief-Holiday resort

in a flexible package, meeting our guests desire for relaxation, physical activity and education. What do you want your target audience to do? Visit Hell-ava-day Resorts web site or call the toll free number for more information. This will lead them to our online reservation form or let them speak directly to our reservations department. What is the personality of your brand or product? Rustic, cozy and friendly.