THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

777 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →

709
Food and beverage / 1988DEEPER STUDY · 4 MIN READ

Wah Taj: making evaluation musical

Brooke Bond Taj Mahal Tea

Use a craft analogy to make a product-evaluation process memorable without confusing metaphor with proof.

Editorial reading of the challenge: Use a craft analogy to make a product-evaluation process memorable without confusing metaphor with proof. Give viewers observable details rather than a bare claim of excellence.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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710
Financial services / 2012DEEPER STUDY · 4 MIN READ

Khayaal Aapka: photographing a promise of care

ICICI Bank

Turn an abstract brand promise into a bounded creative prompt with clear relevance and consent.

Editorial reading of the challenge: Turn an abstract brand promise into a bounded creative prompt with clear relevance and consent. Ask for a specific interpretation of the brand idea rather than unrelated engagement.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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711
Financial services / 2015DEEPER STUDY · 4 MIN READ

Paytm Karo: one instruction for several everyday tasks

Paytm

Use one concise action phrase to connect several clearly demonstrated service occasions.

Editorial reading of the challenge: Use one concise action phrase to connect several clearly demonstrated service occasions. Choose use cases that customers actually need and the service genuinely supports.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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712
Financial services / 2020DEEPER STUDY · 4 MIN READ

Karte Ja, Badhte Ja: everyday transactions as progress

PhonePe

Place a routine service action inside a modest, recognisable story of progress.

Editorial reading of the challenge: Place a routine service action inside a modest, recognisable story of progress. Show one task becoming easier rather than promising a transformed life.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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713
Financial services / 2012DEEPER STUDY · 4 MIN READ

Badhti Ka Naam Zindagi: life as the next scene

Axis Bank

Use successive scenes to make ongoing progress visible while keeping the provider in a supporting role.

Editorial reading of the challenge: Use successive scenes to make ongoing progress visible while keeping the provider in a supporting role. Make the transition between milestones understandable.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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714
Home services / 2023DEEPER STUDY · 4 MIN READ

Chhota Kaam?: dignity in a cleaning conversation

Urban Company

Make respect tangible through a specific interaction, then connect the message to real service practices.

Editorial reading of the challenge: Make respect tangible through a specific interaction, then connect the message to real service practices. Use consenting participants’ own perspectives rather than a saviour narrative.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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715
Jewellery / 2013DEEPER STUDY · 4 MIN READ

Workwear jewellery: confidence at the presentation

Mia by Tanishq

Address a specific barrier to an everyday use occasion without making appearance a test of competence.

Editorial reading of the challenge: Address a specific barrier to an everyday use occasion without making appearance a test of competence. Research why customers exclude the product from a particular occasion.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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716
Jewellery / 2017DEEPER STUDY · 4 MIN READ

Rivaah: regional wedding details, shared family moments

Tanishq

Connect culturally specific product details through a shared but non-universal emotional structure.

Editorial reading of the challenge: Connect culturally specific product details through a shared but non-universal emotional structure. Have people from represented communities review the portrayal.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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717
Jewellery / 2011DEEPER STUDY · 5 MIN READ

Brides of India: a continuing catalogue of wedding cultures

Malabar Gold & Diamonds

Organise a broad assortment into a researched editorial system while leaving room for individual choice.

Editorial reading of the challenge: Organise a broad assortment into a researched editorial system while leaving room for individual choice. Document occasions and product relevance before adding more categories.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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718
Apparel / 2019DEEPER STUDY · 4 MIN READ

Shaadi Hai, Taiyaar Ho Kar Aaiye: dressing the whole guest list

Manyavar

Look beyond the central buyer to the wider occasion, while preserving affordable and individual choices.

Editorial reading of the challenge: Look beyond the central buyer to the wider occasion, while preserving affordable and individual choices. Identify who else has practical needs around the event.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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719
Delivery services / 2021DEEPER STUDY · 4 MIN READ

Grocery Ka Drama Chhodo: a familiar film frustration changes category

Dunzo Daily

Redirect a familiar emotional cue toward a practical service problem while making the offer understandable without the reference.

Editorial reading of the challenge: Redirect a familiar emotional cue toward a practical service problem while making the offer understandable without the reference. Ensure the service proposition survives without prior knowledge of the entertainment reference.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
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720
Food services / 2017DEEPER STUDY · 4 MIN READ

2017 outdoor wordplay: when the second meaning takes over

Zomato

Review every plausible reading of public wordplay, especially meanings that the intended joke cannot neutralise.

Editorial reading of the challenge: Review every plausible reading of public wordplay, especially meanings that the intended joke cannot neutralise. Ask what people understand first without explaining the intended joke.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Creative strategy
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