Thinking Test
1. In 3 witty tweets, tell us why you chose to be a Copywriter.
2. Meet Wild Date! It’s a quirky and fun-filled snack bar and granola brand.
Create 2 social media posts (Instagram and YouTube) for the brand,
ensuring that the signature tone of voice is highlighted.
● Post 1 - A moment marketing post capturing the recent Killer Soup Billboard
trend. See reference here.
● Post 2 - A topical post around Valentine’s day
Please include a concept note, creative references, along with your copy that can
go on the visual and caption.
Show some flair and have some fun! Employ word-play, puns, catch-phrases, etc
to the best of your judgement. Stick to English for this.
3. The brand is Akasa Air and they want your help for their upcoming topical
days.
Background: Akasa Air’s tagline is ‘It’s Your Sky’. Their mission is to
democratise the sky and make flying accessible to everyone. They’re
thoughtful and pay attention to detail to make sure their passengers’
journey is seamless and comfortable from the moment they book their
tickets right until they leave the airport after landing.
The deliverable:
Extending their communication, suggest 2 topical Instagram posts each
(including visual cue + creative copy + caption) for the following events:
- Holi
- Women's Day
The posts can leverage any Instagram friendly format including static, reels,
carousels, grid, etc.
4. The brand is Kirtilals and they want your help for their upcoming
Valentine’s Day campaign.
Background: Kirtilals is a legacy jewellery brand founded in 1939 with a
strong presence in South India. As of today every piece of gold and
diamond jewellery in their 12 showrooms across South India is carefully
crafted and ethically sourced.
Telling a story, sharing a purpose behind each piece in a tonality that
exudes luxury and their artistry is key to their communication.
Deliverables:
● The Campaign Thought - the line/umbrella thought that will tie this
campaign together. Make sure you include your strategic thought process
(your observation, your insight, the resulting idea and how you arrived at
the line)
● Digital Activation x 1 - Amplify your campaign line/thought with a
digital-first activation - feel free to use formats like digital films, influencer
engagement, tech innovations, media innovations, etc.
5. Acko Insurance
With a commitment to simplifying the insurance experience, Acko offers a
range of innovative and digital-first insurance products, providing hassle-free
solutions for today's discerning consumers. Acko's tonality reflects a modern,
witty and approachable ethos, resonating with a younger demographic by
using clear and jargon-free communication. Their current tagline, Welcome
Change, resonates with the target audience prompting them to adopt a new,
easier and efficient way of digitally managing their insurance.
Target audience: 28 YO+, MF, modern Indian families. They might be single or
married with no kids/young kids and living in a nuclear family/with parents.
Key Message
Establish Acko as a trustworthy insurance partner which makes availing claims
easy using simply the app with an assurance of quickly settling those claims.
The idea is to bring out the RTBs in an innovative way which can really break
clutter and grab attention.
This campaign will go live during IPL 2024, hence leverage Acko’s partnership
with Gujarat Titans and feature their key players Shubhman Gill, Mohammad
Shami and Kane Williamson.
Product: Health Insurance
Reference to their previous campaign to gauge brand tonality
RTBs
● 100% Bill Payment on Health Insurance
● Completely cashless with 14,300+ hospitals
● Zero Waiting Time
100% Bill Payment can be a consistent underlying message
Tonality:
Quirky, Humourous, Whacky, Light-hearted but establishing RTBs and the key
message in a clear way without making it too cerebral.
Deliverable: Script for a digital film along with the campaign tagline that
highlights the RTBs (This can be different from the brand's tagline of Welcome
Change). It should convey the key message effectively and as per the brief
above. Duration can be upto 30s. This should feature the three key Gujarat Titan
players Shubhman Gill, Mohammad Shami and Kane Williamson. Feel free to
add any additional cast or celebrities to establish the message in a clear
manner.
