Venkat Bharadwaj Chennuri
H. No. 59, Bank colony, Anitha nagar LB Nagar, Hyderabad, AP
Contact: +91-9000376879; Email: [email protected]
BRAND DEVELOPER:
Seeking a position in an organization that provides me ample opportunity to explore & excel while carving out the niche for personal, professional as well as organizational goals
Summary of Skills
Creative & dynamic professional with exposure of 10 months in understanding the basics of advertising field and creating the portfolio by drafting original ideas and presenting the ideas to compose advertorial content such as slogans, catchphrases & scripts for TV, Web, Print and Radio Adverts. Proficiency in writing clear and persuasive copy and making sure that ads meet the codes of advertising practice. Highly innovative copywriter with immense strategic creativity. Ability to produce highly catchy copies for the company products on parallel keeping their background and previous advertisements. Excellent understanding of customer psychology regarding purchasing of various products Excellent Editing and Proofreading skills with an eye for detail. Exceptionally inventive writing skills and extraordinary dexterity in working with computer aided tools and the internet platform. Knack for finding the kind of message that appeals to the targeted market segment without confusing or offending the target audience. Understand the special ideas and styles that appeal to diverse target markets.
Key Assignments
Article on Role of Promotions to Tollywood (June 2011) Copy of “Save tigers” project (Voluntary December 2010) Condom Advertisement (Print AD) (Voluntary January 2011) AD Copy for Promoting New Model of Car (Voluntary January 2011) AD Copy for a Mobile Company (Voluntary January 2011) AD Copy for a Mobile Network Concept (Voluntary January 2011) Educational Consultancy (Print AD) (Voluntary February 2011)
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Article on how BMW can expand its wings in large countries like India (Voluntary February 2011) Article on “In making of an Creative Concept for an Advertisement” (Voluntary February 2011)
Educational Credentials
Masters in Clinical Research
Cranfield University, Bedfordshire, England, UK.
Post Graduate Diploma in Clinical Research Management, 2009
ICRI
Bachelor’s Degree in Biotechnology, 2007
Osmania University, Hyderabad, India
Computer Proficiency
Working with Computer aided tools, MS Office and Internet Applications
Date of Birth: 22nd June 1987
Hobbies: Playing Cricket and Chess
Languages Known: English, Hindi & Telugu
References: Available on request
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Venkat Bharadwaj Portfolio:
1. Save Tigers
Humans turning Wild….. Save Tigers
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It’s a social campaign appealing to the public not to kill tigers and also strategic way to decrease the demand on tiger products.
Headline: Humans turning wild…Save Tigers.
Body: (Print AD) On right hand side of the banner tiger facing towards to camera with innocent look. On left hand side of the banner, Leonardo Dicarpio with wild looks... (Typical tiger wild features, tiger teeth etc.)...Incorporate all the wild features of the tiger to Leonardo Dicarpio.
Concept#2:
Headline: We are killing one to produce another
Body copy-2: This is about the false beliefs on tiger’s body parts that increase human’s capability in various things.
The core theme of these advertisements was it reveals the facts and pain caused to the tiger and its population, which will explain to the audience through Leonardo conversation with a Tiger.
Leonardo: If we drink your pennis soup then our sexual power increases...
Tiger : Aha... Then drink my blood and hunt a deer.
Leonardo: Bearing awkward expressions li ke an real i zed man (but not totally convinced)
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Explaining the facts about the tigers. Tiger emotions in this advertisement (real one or
Animation) should be in high standard.
Concept#3:
Headline: Don’t kill us Man/ Humans turning wild, save tigers.
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Body-3: (Print AD) Tiger seeing to Leonardo Dicarpio who is very big in size in the banner compared to the tiger. Leonardo Dicarpio standing and seeing towards the tiger with a wild look.
The costume of the Leonardo will be totally like a human wild animal.
(Full report of this project will be available on request)
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2. Condoms
Headline: Everything leaks, but it Cease.
Body: (Print AD) Promoting their quality on their product with a funny caption.
A red metallic color background…a horizontal water pipe in the middle of the banner. Serial of water drops were leaking from the pipe.
------Water pipe leaking------
Everything leaks…but it cease… XXXX Condoms
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. 3. Mobile network company
Showing their company proffer customers more money valued service
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Headline: Less money, more talk time.
This concept can be suitable for any mobile company like Vodafone, 3 mobile, Virgin. Orange...etc
Body: A pet feeding bowl placed on the lawn,
Scene 1:
Cute little dog #1 will come and stand in front of the bowl and a person hand (only his hand will appear in the screen) will place a distinguishable amount of biscuit in the plate. The dog will eat the biscuit and then barks for 3 times.
Slide changes to second scene.
Scene 2:
Another dog will come and stand in front of the bowl; same hand will keep with increased quantity of biscuit piece than the previous one. The dog will eat the food and just stares towards to the screen. (Doesn’t bark’s)
Slide changes to third scene
Scene 3:
Our promoted company dog will come and stand in front of the bowl; same hand will come and keep less quantity of food than the other previous two dogs. The dog will eat the biscuit and a start barking...it barks...barks and barks…slowly screen turns into promoted company brand color….
Caption: Less money, more talk time.
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4. Mobile company
Headline: Different people different needs, one brand…
Body: This is to promote their company brand.
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First : A couple of men and women were standing in front of a building front gate and waiting for someone to welcome.
One car stops in front of the gate, one boy get downs from the car and he is carrying a guitar and his costumes indicate that boy loves music.
Then the two ladies and gentlemen greet the boy and they will play the music instruments and mesmerizes the boy and take him to the building.
Slide changes to second scene.
Second scene: Another car will come and this boy dressed like a cricketer, the same two men and women take the cricket tool kit from their back side and starts playing cricket between them and also with boy. The boy feel so happy and boy taken inside the building.
And finally, in the same shot, camera shows the name of the building. This is in top of the building.
This advertisement suits for any mobile companies like NOKIA, SAMSUNG, SONY ERRICISSION….etc
This concept conveys the message that their company pays lot of attention about their customers and their interests and produce different t y p e of model as per customer’s interest.
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5. Educational / Job consultancy
Headline: Nothing waits, just grab.
This concept will be suit to educational consultancies’. If it is new consultancy then the perfect name will be “The octopus” as it grabs its prey.
Body: (Print AD) Select a big flyover surrounding with lot of buildings. Different type of vehicles moving with their own speed. One Airplane is going to take off. Total picture in night view.
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6. BMW
This is to increase the share in the Asian especially in Indian market. In my view, BMW
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Didn’t expand its wings in Asia when compared to western countries.
Headline:
Entering into every one’s Heart.
Body:
BMW car with invisible driver is going through High-Fi roads… parallel to that, showing BMW’s interior look in glance.
Suddenly it slow downs and takes right turn and entered into semi developed roads. People who were standing on the road side will get surprised. BMW drives even in Zigzag roads adjusting the minimum place.
In the last scene, BMW slowsdown in an open place. The BMW logo from the tire of the car comes out of it and hits the screen.
Showing that now BMW connecting into every person in India.
Till now there is a myth in India that BMW is exclusively for luxury people. It’s good to have luxury customers for a model but not for company. A good company will attract all type of customers. Other than in India and Asian countries BMW already released all its basic models in western countries. BMW have to introduce low cost basic models in India and also introducing a few strategic steps like reduci ng interest rate Etc. BMW have a real chance to improve its wings in Indian middle class people, who were the deciding factor in economy of many car companies in India. So the caption will change to Entering into every Indian’s heart.
(This is the brief overview of the project. Full project will be available on request)
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7. Promoting a new Model of Car
Body:
First scene:
A race is going between Cheetah and Promoted Company model car (say Toyota)
Second scene:
Show the positive points of the car, its wheels, power steering / any other special qualities.
Third scene:
Exploring the cheetah’s positive shades, its running, cheetah running very fast and suddenly a large whole will be there on the way and cheetah’s takes the all the energy to jump out of the whole and it crumbles after the jump. Cheetah doesn’t look back and focus on the race.
Fourth:
Cheetah wants to see the position of his opponent and looks back, when cheetah look backs there is no Toyota in the visible range. Cheetah starts running hard suddenly it expressions changes everything, because Toyota finishes the race.
Explaining the Toyota features (through voice in the background)… and on the screen showing overtaking the cheetah and not even a small shake will be happen when it lands after the jump.
There will be extra scenes showing the additional qualities…. Toyota defeats cheetah in air when they started to jump in the air. Toyota vehicle will not shake even a bit after the jump which cheetah does and there is no need o reduce the speed of the car…so it finishes the race first.
If needed, Caption: Human mind strikes again.
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Body: In an open green land area, three leopards and Client’s company Car starts the race. Exposing the best qualities and new technology used in this car. Three leopards lost the race to client’s car and three leopards in a very sad way. Exploring the thing that our car horsepower is greater than three leopards...Leopards will run like rally run.
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8. No smoking
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Role Hypnotism in Tollywood
Directors and producers in the Tollywood or south Indian film industry have to learn the art of strategic hypnotism. Because they have to hypnotize the people for their films to get success. This can be done legally by a process called promotions/ teasers before film release.
Majority of the film success depends on the publicity and type of promotions for the new film. In my view, 70% of the result for a new film will depend on promotions. Most of the directors knowingly or unknowingly create and give a space for imagination in audience’s mind by showing few scenes /teaser’s of their film before release. And in the most of the cases there is imbalance in promotions and in the film which results to flop. On the other hand, here most film success depends “how audience will see it, doesn’t care much on how you present the film. So it is very important to set platform for the audience, strategic promotions.
Now- a days there are several factors to cross for the producers and directors to make their film success. So in this whole scenario...Promotions is my area of focus. A royal way to tune the minds of the audience according to their film called promotions. Most of the directors will show high/low attention on promotions.
In olden days directors and producers will give a statement about their film and then audience will create an imagination which will doesn’t cross the border of extremitivity. They just used to think about casting and their hero’s and not much about any other cinematic stunts. (In my view, they didn’t used to think any hypothetical scenes and stunts from the hero) So at that point of time there is no problem when directors introduce typical hero stunts to exaggerate hero character.
But the problem arises when the introduction of video promotions. From last 5-7 years promotional department for a film used to show some scenes which increase curiosity of the audience. This is a significant strategy to attract and promote. Developing audience Curiosity is a good idea, but to maintain a strategic direction to the significant curiosity is very important.
Unfortunately, most of the promotional events tended to show the best scenes and their positive assets of the film…which obviously increase the curiosity in audience and their expectations will be in high range. So it’s very hard to maintain their expectations throughout the film for a director. Promotions are just like promising the best quality of sweets by offering/showing pinch of sugar.
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For example. Watch out the promos for the Delhi6. They promoted most of their main assets (excellent photography and A.R. Rehman’s music). Masakkali song with beautiful picturisation and lyrics.
The director included all of his best scenes in teasers and increased audience expectations. There are no more beautiful scenes in the film apart from teasers. When audience saw the film they expect best scenes more than they see in teaser’s which is not happened in Delhi6
The director himself increased the audience expectations….he can use this strategy in his previous film…Rang de Basanti in which consists plenty of amazing scenes almost for every 20 minutes.
There is huge role of promotions before the release of their film. It’s a wonderful platform to tune the audience as per the story. Maintain their normal expectations. Then if the films have real good story and screenplay and few amazing scenes, then in most cases the output will be very positive. Audience will surprise when they saw amazing and unexpected scenes in the film .Surprise is a very big factor for success of a film.
It is not my word saying show below average and not interesting scenes and audience will surprise when they see the film. In fact this is a stupid defensive strategy. Promotional director have to observe the key points of the film and select few scenes/ concepts to tune them to accept this film by the audience.
Case study:
Rajamouli is well known for his cinematic drama and sensible fantasy in his films. When he announced his next project with Sunil after a high budget Mogadheera every one has expectations of more drama and action sequences. But knowingly or unknowingly Rajamouli gave statement that this is just a simple comedy film based on the culture of rayalaseema. With that statement every one changed their expectations and inception on their perceptions. This is a sensible move.
So that statement made public expectations limited into why Sunil is hiding behind the door and what is the culture of rayalaseema and normal expectations on Rajamouli direction which results in a positive result of the film.
On other hand, Mahesh khaleja, one of the best performances by Mahesh and best film ever mixing with social cause and comedy entertainer. But why the result is negative.
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My only answer is they failed to tune the set the mind frame of audience. It’s really director and producer responsibility to prepare the mind frame of public when they are coming with different concept.
Mahesh babu and Trivikram Srinivas were rare among the individuals who usually in media for their film promotions. When they started giving interviews continuously in TV channels, Even for a normal audience will got know their intention that they want save their film. In fact the concept of giving interview is good and explaining their views on the film and their justification is really a good move, but the timing is wrong, damage is already done.
The same interview should be given before the film release and they have to release a statement “it’s a different a story with moral and ethical values and audience will see a new dimension of acting and Mahesh worked very hard to improve his comedy and timing skills. Then people will see his comedy skills which is amazing in the film.” This would definitely make a difference
Apart from all these...One can say anything about failure of a film like what I say now. Indians are the best in criticizing others work and their results, so as me.
People may feel that one promotion will not create a huge difference in success ...But one word will change the perception… so it is very important for film directors to set audience mind frame as per their film before film release.
If, hundred is referred as success for a film and zero is promotion. Don’t expect anything from zero. Use zero to reach Hundred.
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In making of creative concept for an AD
How to get creative ideas:
In every second of our life we need ideas to solve problem, to create problems, to sell/buy a product, to leave a happy life with the limited resources we have. Even to create a long term strategy for a company growth starts from a small creative idea. Everything starts with a small idea. For someone the ideas will generate with unbelievable spontaneity and for someone their hard work on the certain product or area will produce ideas. Most of the times in both the cases ideas will be good and attractive but it turns into brilliant when there is additional make up was done. When you start thinking about a product definitely some idea will strikes in your mind. Then isolate the idea and modify the idea as per the client’s product. There is an old proverb in bhagavadhgeetha, when an opportunity comes in front of you…if you are lord Arjun then it will be shape into bhagavadhgeetha. On other hand, if you are a lazy dog, it turns into piece of shit. The moral of the story is it’s up to us how we will see an idea. If we do modifications to the idea according to the strong points of the client’s product, adding some funny things and other management factors then it will create huge impact to the target audience. On the other hand, if you just neglect the client product demands and long term strategy plan then your brilliant idea is going to drain in this high competitive world.
“Creative people have to develop affection about the success and increase the brand value of the product not on the creative ideas which they produced.”
In language of cricket, if your strong point is the HOOK-SHOT but the opposition captain placed three catching fielders for that shot. Then you have to adjust your shot selection and play off side cover drives or take singles to the leg side to WIN the match. Here success is winning the match and the creative idea is the HOOK SHOT. So your ultimate target is to on how effectively you are advertising the product, no matter how brilliant your idea was.
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There were only few cases where brilliant ideas will generate in our mind with great spontaneity which require no further additional make up. But the most of the ideas originated in our mind with spontaneity require lot of ground work.
“A new smart thing produced from mixture of already existed things, showing in a sensible new dimension, Of Corse bit funny is called a creative idea.” The basic principle for an advertisement is first it should convince the customer to make them buy or sell a product. The advertisements from past two –three years were lack of basic things. These advertisement lack in showing the genuine information and concentrated more on the showing lavishness in the screen. These advertisements are pretty good for their limited region. But when you see them as an outsider, it doesn’t make any sense.
Creativity should not restrict to the only for ideas. It can be applied in managing the available resources to design a concept. Now a day’s people used call creativity which is different. The most important thing for Creative director for making an advertisement is the no matter how brilliant the idea until unless it should connect to the target audience.
“One of the important areas to get creative idea is start thinking about the product and where it can be fit into our daily activities or where it improves our quality of life with the client’s product”
How to be creative
Being creative is god gift for few and hard work for many. The main difference between a common man and a creative person is the broad way of thinking
For an example when common men see a thing/ picture, his mind is completely restricted to thinking or analyzing about the positive/ negative aspects of the picture.
But whereas for a creative person, he thinks out of the shell like-What if this picture replaces with other picture in the same background or different background with same picture or why only the pictures. Why not the other areas which related to the
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product. What if music will be introduced in the background of the picture to deviate the negative points of the picture or to tune the minds into separate mood of the audience when they were watching the picture? How to grab the audience attention.
Whereas the common man used to see the beauty and illness of the shell. As I said creative person thinks out of the shell. In the present world we have lot of options so try to find the best key to connect the target audience mind make them buy client’s product.
Unfortunately, our universe offered lot of options and useful tools like historic places, celebrities, real facts, modern technology and music to advertise a product. .we can use universal facts which relate to the product, we can use celebrity to increase the brand value of the product. We can use any historic situations related to the product …there are so many factors to help us to advertise a product.
“To be a creative mind first you should know the basics on what you’re thinking for”
When a client approaches you to promote their product then there is a long way to think about the creative idea for their advertising campaign.
Many creative directors and copywriters start great hunt on creative idea for advertising their client product. But before thinking of a Brilliant idea we need to complete a lot of background work. Creative idea play crucial role in success of an advertisement unless until the other hidden resources done their part like management, direction and long term strategic marketing plan.
First we need to know the full information about product. And later start thinking about a concept on how we can effectively reach this message to public and make them buy our product. I found four important steps to know complete information and generation of a creative idea for any product. They are
Do your own research on the product:
Use the advanced technology information resources to know almost everything about the product. Then you will get a rough idea on what are the best features to attract the target customers. Note on a paper about the product which includes
1. Top three features/qualities of the product. 2. How the top three best features can be explore in your Advertisement 3. Top three negative qualities like Price.Etc....
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4. Do your own research is there any funny incidents happened in the history/famous films / daily routine activities related to this type of product
Positive assets of the product
Creative idea
Funny and Client’s attractive company background
Get maximum information from Client’s representative:
Listen to their company representative to know about the technology and ingredients used in preparation of the promoted product.
Enquire is there any cutting edge technology used for the preparation of this product.
Second, get the personal view about the product from few members working of the client’s company.
One of the key factor in successful advertisements is the “Creative idea for an advertisement linked with the positive assets of the product”
The Cross-check:
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Go through their all previous advertisements of client’s product and its company and note down the important areas where they focused and what they missed.
Had they really focused on their strong areas of the product? Had they really advertised strong points of the product and company? If yes, did it reached to the public. What is the response from the public about the advertisements? Background research on their previous clients company advertisements: Did the advertisements attractive and conveyed the message How much they spend and got return.
Now write a detailed report on your view on their previous advertisements and key areas (their direction, had they focused on the strong points of the product and also focus on
Conveyed the message clearly in previous advertisements. How about introduce the strategy attracting to the target customers by attractive offers, gifts etc. More funny, Use/ not to use celebrities,
Based on your background research now you will come to know what are key areas to focus in your client AD. And now with all back up requirements start thinking about the creative idea which covers all these important factors.
Role of celebrity in an advertisement:
Generally celebrities were used to increase the brand value and trust of the product.
Their role should restrict to increase the brand value, trust and a supporting role to increase publicity to the product and nothing more.
Brand Ambassador in an advertisement should always be used as a trump card.
The basic principles in advertisement are:
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Client’s product which we are going to advertise is the hero; no execration of other character/aspect in an advertisement required.
Celebrities should be used to increase their brand value and trust for their products
Advertising for a product/film decides give a better picture to public have an idea / view /perception on the product.
Selection of a celebrity to endorse a Brand:
Strategic creative directors should pay lot of attention before selecting a celebrity to endorse a brand.
The main key areas before selecting brand ambassador:
Should match client’s product through his personal background or his professional field or his strong points to strong points of the client’s product.
Brand ambassador should free from the controversies especially related to the field of client’s product.
There should be some relation to the positive points of the celebrity to the areas of the focusing of the product in an AD.
The target audience has to taste freshness in the product when they saw a celebrity endorsing a brand. To do that, expose the positive assets of the celebrity in a different angel by not disturbing the client’s product assets. For example, a person won the world cup and in the very next month one of the alcohol beverages company selected him as their brand ambassador. May be the creative department of the company found craze in the public but that doesn’t last too long to be a brand ambassador for the company.
Craze in the public for a person is temporary, but positive assets and class is permanent.
Audience, a very clever group these days will attract maximum of 10% when they saw a celebrity endorsing a brand versus another brand where no brand ambassador for their company. Then what about the 90% audience…? Their mind will decide to buy product after assessing the quality, price and other things apart from a celebrity endorsing the brand. So it is very to use celebrity effectively for an advertisement.
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In my view, creative directors should select a brand ambassador until and unless there is a significant improvement for client’s company/ product. So a clear perfect strategy should be designed by the creative management department form the company for choosing a brand ambassador.
On basis of designing concept for an advertisement it divided into two types. They are
Class-I
Products which need strong background work and a long strategic management plan. Each and every area of the product should be scrutinized by the creative department. Creative directors would able in position what happens in target audience will see after one year. Creative director have to undergo whether the concept of the idea and quality producing by the client’s product were balancing.
After all the background research which I explained and you have to know each everything about the product. Very brilliant strategic creative concept +celebrity (As a trump card) How client’s product going to sustain in the market after this advertisement.
Class-II Mostly the products which improves our quality of life comes under this class, there is a need of perfect background work required than a creative idea. So if creative directors use celebrity to endorse the product adding with smart direction then it creates a huge positive impact on the target audience.
Using celebrity brand image, / voice over by the celebrity, smart direction. Just concentrate on the how the promoted product increases our quality of life in our daily routine activities. Explaining how things will get easier and simple with the help of product which you are promoting.
Selection of Background for an Advertisement:
In an AD everything should be interlinked and so as the background. It should relate with concept, target audience and also the product which we are advertising.
Keep related background of the target audience. For example: the target audience were the people of Andhra Pradesh, please use the famous places in Hyderabad.
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One of the key factors to attract target customers to selecting the background their favorite area as background of the targeted customers,
Introducing the popular figures playing a character which is too close to target customer’s life style.
Do anything, target audience of the product have to identify them in the AD which makes a positive impression on the product.
Music:
Background score should be like moving along with the scene in the AD or should create a dilemma or create and reveal anxiety in the audience.
The role of music:
Music plays a very crucial role in an advertisement. In most cases pleasant running music used in an advertisements.
3/4th of ads have to be visually had to understand to the viewers and 1/4th has to be done by music.
Background used in the advertisement have to be used which is related to the target audience’s place. Because it shows lot of impact, viewers will feel lot of relative things when they see advertisements and films stars on the screen.
So it is very important to keep the relevant background to the relevant areas in the advertisement.
For an advertisement, creative ideas and its management are just like bullet and gun. Does not matter with the number of bullets, unless it reaches the target audience though funny and sensible.
-Venkat Bharadwaj Chennuri
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