​A Jaipur-based gems and jewelry exporter with a market across Europe, America, and Far East Asia, was recently entering a new market — China. Despite the experience of an international team of designers, they had a problem at the point of sale.
 
Salespeople were not adequately informed about the qualities and specialty of each gem. It was crucial that they be able to talk about their gems not just in a convincing manner but also with a certain regard and passion for each gem.
 
The company approached us to create two kinds of written content for six gems. The first is a longer version, intended for salespersons. This piece of writing tells the story of the gem including its history, folklore, scientific facts, color, value, cultural significance, and auction price. We balanced facts with contemporary tidbits to create a piece of writing that was interesting and easy to absorb, while bringing out the unique nature of each gem. A salesperson could use this document when talking to a customer, sharing information depending on the customer’s interest.
 
The second is the much shorter brand story, unique to each gem. This is to be used on the packaging and was something customers would take home with them, literarily and metaphorically. The brand story struck an emotional chord with the customer such that she felt she owned something special.
 
Client: Gosil Exports Pvt Ltd
Role: Research, Creative writing, Verbal strategy, Copywriting, Brand story
Duration: August — October 2015

Himmat Shah is a renowned artist who lives in Jaipur, India. At 82, he has a formidable body of work that is as much path-breaking as it is fascinating. We had to write the content for his book on high relief. This book covers the history and process behind three high relief walls that Himmat created in St Xavier's Primary School, Ahmedabad, in the late 1960s. 

After meeting Himmat and the designers, numerous interviews, and over 10,000 words, we had a story that we hoped did justice to the person, his art, and his unique philosophy. Through these walls we gain insights about Himmat and his journey in Modern Art. We haven't looked at words, walls, and the world in the same way since!

You can read more about interviewing Himmat, crafting the strategy and the writing process. 

Client: Himmat Shah 
Design: Open Space Books LLP
Collaborators: Sanjeev Bothra, Dhananjei Singh
Role: Research, Verbal strategy, Content writing
Duration: July 2013 — February 2014

Baker's Dozen requested interesting copy for their paper bags. The copy had to appeal to health-conscious folk, focus on the high quality of bread, and send the message that their bread-making was an art. 

We turned their bread into the brand. Our heart-warming copy turned out so well, it was used as part of environment graphics in the store, and as a digital poster on social networking platforms.

Client: Mimansa Industries
Role: Brand story, Verbal strategy, Copywriting
Duration: November 2012 — January 2013

A real estate developer wants to invite close friends to a dreamy, luxury villa project in the countryside. Hiccup? The project hasn't been built yet. How to give a warm, personal touch and at the same time get people to invest in the property?

People love to hear a good story, not be sold recycled facts. Words can help people travel to a place they've never been to before. We thought of the brochure as a story that lets people escape, relax, dream, and... invest.

Client: Ideaspice
Role: Verbal strategy, Copywriting 
Duration: September 2012 — November 2012

A pub in Pune wanted its customers to feel they were back on olde Ireland. What better than an Irish folktale that happily ends with unlimited beer? An endless supply of freshly brewed beer served by a leprechaun, no less! 

We brewed the folktale in old English, added some modern appeal, and served it with a jolly pint of humor.

Client: The Irish Pub
Role: Brand story, Copywriting
Duration: October 2012

An existing apartment complex in a plush Mumbai neighbourhood had to be redeveloped. Various construction companies were trying to woo the residents with their presentations. How did we ensure that our client got the project?

We sent just one message to the residents — that they could have a brand new lifestyle at the same address in a short span of time. Our inputs on the presentation helped our client convince the residents and clinch the project.  

Client: Ideaspice
Role: Verbal strategy, Copywriting
Duration: September 2012 — November 2012

How to convince budding professionals that ZLemma’s service could catapult them to the best jobs on Wall Street and in Silicon Valley? 

Initially (2012 -13), we had two tasks. 

Write the content for ZLemma’s website*. We explained the power and intelligence of ZLemma’s service crisply, did some interesting write-ups on the people who came together to form ZLemma, and wrote a well-thought out FAQ section.  *Content has since changed.

Review the product for language. We checked the language on the user interface including section headings, instruction text, check box options, labels, and error messages. We also gave detailed feedback on presentation of onscreen elements and ease of use of the product. 

More recently, we delivered a User Guide for ZSort — ZLemma’s browser extension that accelerates candidate sourcing on LinkedIn. The user guide provides details about installing the product and tips to use the product effectively. The user guide is being used widely amongst ZLemma’s client base and has saved the time and effort of the top executives who no longer need to spend as much time hand-holding their clients.  

We provided a one-page infographic on the basic aspects of ZSort — what it is, how it works, and how to use it. ZLemma’s clients use these infographics as a quick reference point and find it handy and useful.

Client: ZLemma Inc
Role: User guide, Verbal strategy, Copywriting, Usability testing, Language review of product interface, Infographics
Duration: October 2012 — September 2014