[COPYWRITING] Crafting creative headlines from marketing briefs for print

While cutting my teeth as a copywriter in Purple Patch, a copy services  firm serving advertising agencies in Chennai, I crafted headlines for print advertisements for various clients. A few of the ones that got approved are reproduced below:

Client : SI Construct                    
(This was my first headline that was approved for publication in Purple Patch.)  
 
Product / Service: Apartments 
 
Brief : To communicate that Bangalore is a prime place invest in and  SI Constructions is the premium real estate agent there. 
 
Headline: There is more to India’s Garden City and Silicon Valley than flowers and computer chips. 
 
Date: Dec-94
 
Medium / Size: Print – Newspaper 
 
 

 
Client: Hill Country Resorts 
 
Product / Service: Resorts at Kodaikanal 
 
Brief : To communicate that Hill Country is the only resort company to open its Time Share resort on time. 
 
Headline: If opening a Holiday Resort is like running the Olympic 100 m dash, we’d get the gold. 
 
Date: Dec-94
 
Medium / Size: Print – Newspaper / Full Page 
 
 

Client: Salem Steel 
 
Product / Service: Cold-Rolled Steel 
 
Brief: To communicate that Salem Steel has invested Rs. 630 million to give its customers better quality, lower prices and quicker delivery. 
 
Headline: We invested Rs. 630 crores to make our customers experience a few ups and downs. 
 
Date: 1995
 
Medium / Size:  Print 
 

Client: Strawberry Stripes 
 
Product / Service: Kids Nightwear 
 
Brief: To communicate that the popular Strawberry Stripes Kids Nightwear Sale is back again ! 
 
Headline: Look Mommy ! It’s Strawberry Stripes Kids Nightwear Sale. Again ! 
 
Date: Mar-95
 
Medium / Size: Print- Newspaper (The Hindu)/ 
 
 

Client : VGP 
 
Product / Service: Teak and Shrimp farms 
 
Brief: To communicate that VGP Teak has moved its office in Mumbai. 
 
Headline: There are teak trees and shrimps sprouting out of …….Andheri. 
 
Date: Mar-95
 
Medium / Size: Print – Newspaper Mumbai. 
 
 

Client: Ray Impex Trading 
 
Product / Service: Video Door Phone 
 
Brief : To communicate the features of the Video Door Phone and its security aspect. 
 
Headline: 
 
OPTION I
Ever heard of a “two-piece” that ensures security?
 
OPTION II
To keep unwanted visitors, irritating salesmen or nosy neighbours out…
 
Date 1995
 
Medium / Size: Print – Newspaper (The Hindu) / 
 
 

Client: MRF 

Product / Service: Rally
 
Brief : To communicate that MRF has won all the rallies of the year in both the Modified cars and Unmodified cars section driving the competition into the ground. 

Headline:

We race modified car

We win all rallies

Competition goes crazy

 We race unmodified car

We still win all Rallies

Competition goes berserk

 

Date Sep-95
 
Medium / Size:  Print – Newspaper (The Hindu) /

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