1.

0 Executive Summary
Advertising is a form of communication whose cause is to inform customers about
products and services and the how to obtain and use them. Many advertisements are
designed to generate accelerate the consumption of services and products through
enhancing brand image and brand loyalty.

The Indian advertising and marketing industry has advanced from being a small-
scaled commercial enterprise to a complete-fledged enterprise. The advertising
industry is projected to be the second quickest growing marketing market in Asia
after China. There are many advertising agencies all over the world in that JWT is
also one of the major advertising agency were I got an opportunity to work as an
intern and learned how ad agency works.

J. Walter Thompson (JWT) incorporated by James Walter Thompson in 1896, and

formerly an advertising agency is currently a marketing communication company. On
26th November 2018, it was announced that it will merge with digital agency
Wunderman to form Wunderman Thompson. J. Walter Thompson (JWT) India is
South Asia’s leading and most admired marketing communications agency that
provides powerful 360 degrees’ communication solutions to its clients through its
integrated network across the country spread across, many agencies spend a whole lot
of cash on advertising, relying on the various varieties of media available to spread
awareness about their products to boom their sales.

The purpose of this study is to understand how a media agency works and also to
know how creative ad agency carried around to gain more knowledge and
information about the company. JWT has systematic process that is followed in every
organization, they have particular department for specific works to get done such as
studio, AV, art work, copywriters, finance etc. The JWT has numerous clients across
the country, and I got an opportunity to work with MAX client as an intern I was put
into MAX team, the works and learning of MAX is focused in depth in this report.
Through working as an intern in media industry, the experience was altogether
different as I gathered vast knowledge from various different departments across the
company; it helped me to get a corporate exposure, different types of departments and
their roles. Initially the work assigned to me was to follow-up with the clients
regarding the ads. Later days I got different kinds of works like Eid script translation,
selection of models, print ads collections & many different works.

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1.1 Introduction to Media and Entertainment Industry
The Indian Media and Entertainment (M&E) industry is a sunrise zone for the
economy and is making high strides. Proving its resilience to the world, the Indian
Media and Entertainment industry is at the cusp of a strong segment of increase,
backed by using growing purchaser call for and improving advertising revenues. The
industry has been in large part pushed by way of increasing digitization and better
internet usage over the last decade. Internet has nearly turned out to be a mainstream
media for enjoyment for most people. The media and entertainment industry has
many different segments such as print, television and films. Apart from these
segments which also includes smaller segments like radio, music, gaming, animation
and visual effects and Internet advertising. The industry has registered a massive
growth in last two decades, by making it as one of the fastest growing industries in
India among many other industries. The industry consists of various segments such as
TV shows, news, radio shows, movies, music, newspapers, books and magazines. The
radio and television broadcasting industry consist of two types of companies such as,
Public services broadcasters and commercial broadcasters. “The Walt Disney
Company, 21st Century Fox, Direct Group Holdings (DIRECTV), Time Warner Inc.,
NBC Universal”, these are the top 5 media and entertainment companies.
Print Industry
The print industry mainly deals with the print newspaper, books, magazines,
periodicals, and journals, their online version and directories, mailing lists, software
publishing and video games. The ad agencies use this platform for their benefits and
advertise through creating prints ads of the products. The newspapers and magazines
are the one which has highest reach than that of television hence particularly in India,
where there are more villages, newspaper is the best way to reach the customers at
every corner of the country. The advertiser and also the companies which want to
advertise choose this print medium the most in order to showcase their product to
their target audience. The world’s five largest publishers are “Hachette Book Group,
Harper Collins, Macmillan, Penguin Random House, and Simon & Schuster.”
1.2 The Film Industry
The film industries produce many of the top name film companies that are part of
larger media, which includes cable, newspaper, magazine and television
organizations. The industries are composed with large, multinational corporations,

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major studios and independent
Studios. Within the film industry is subsector: film production, film exhibition, and
film post-production. In film industries, the advertiser finds an opportunity to
advertiser or to promote his brand through a concept called product placing. The
product which the advertiser wants to promote will be made to be used by the hero or
any other character. The product will be positioned in such a way that people should
feel of buying the product and using it. The world popular film producers are such as
“21st Century Fox, Comcast Corporation, The Walt Disney Company, and Viacom
Inc.”
The media and entertainment industries have various numbers of jobs which includes
correspondents, reporters, broadcast news analyst, photographers, writers and authors,
editors, designers, translators, camera operators, film and video editors, broadcast and
sound engineering technicians, producer, announcers, directors and entertainment,
where workers who are behind the scenes are well focused on the business as they are
well talented in putting out what exactly an advertiser is looking for. The requirement
of the client will have explained to the director, where a story board will be created
based on the sequence, and the entire unit works as a team to put up an attractive ad
films.
1.3 Introduction to Creative Advertising
The definition of the term, Creative Advertising stands out very clear that is, “The
outline prepared by the creative team of an advertising agency for the launching of an
advertising campaign or message. A creative strategy is generally the result of a team
composed of one or more copywriters, an art director and a creative director.”
Creativity is the ability to produce original ideas or new ways of portraying the same
old product in such a way that the target audience gets connected to the product easily
than before. These creative ads help in drawing a connection between previous ideas
and present ideas. So, Creativity is also treated as “the art of generating original
connections between often divergent facts and concepts”. There are three qualities
such as Willingness to take risks, Divergent thinking and sense of humor which helps
an agency to exhibit according to the requirements of the clients. Today, ad agencies
have found different ways to approach their clients to help them in promoting their
products based on their needs and develop a creative ad campaigns which would
assist the company to fulfill the creative desires and meet the aim of earning more

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profits than its competitors. The term divergent thinking is mainly based on the belief
that few of the problems can be solved in more than one way and every problem has
more than one right solution. So, instead of concluding immediately, one can narrow
the field of ideas and think divergently that would help in exploring new, better and
more logical ideas which would help in reaching the target audience in more effective
way. Creative advertising is business, marketing, art, integrity, communication and
above all using the right relevant technology at right point of time.
The creative ad agencies have established various methods, terminologies and
processes to make a mark in the industry, for which it spends decades together to
develop their outdated processes and get updated with the current technologies.
Unless there is relevance between context of art and creative writing, any company
with such skill would easily reach great heights within a very short span of time. The
main reason behind the success of an ad agency is based on “how much the employee
is dedicated towards his client’s requirements and how he tries to fulfill the same and
maintain a good relationship between him and his clients. Hence a creative concept is
a “Big Idea” that would capture audience interests, impacts on their emotional
response and motivates them to take necessary action. It is a combining theme that
can be used across all communication channels, calls to action, campaign messages
and audiences. However, whether illustrator, photographer, freelancer, designer,
marketing director, or even a small business owner, would develop a simple process
of create campaigns for himself or for his clients.
2.0 JWT India
JWT India is South Asia’s leading and most admired marketing communications
agency that supplies powerful 360 degrees’ verbal exchange solutions to its
consumers by way of its built-in network throughout the nation spread across New
Delhi, Mumbai, Kolkata, Chennai, Hyderabad and Bangalore. They work with one of
the vital first-class corporations and brands of the nation. The J. Walter Thompson
staff includes three full service companies - JWT, Contract, ADK-Fortune; two
digital businesses – Hungama Digital offerings, Mirum; and a Rural, shopper and
Experiential manufacturer – Geometry global encompass network. In a speedy
altering communiqué environment JWT is dedicated to staying forward of the curve
through including new skill units, constructing new capabilities and collaborating
with companion organizations to present the excellent industry options to purchasers.

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2.1 JWT Bangalore
Corporations range significantly in measurement and kind, nevertheless most follow
and attempted and examined constitution that works properly, whether or not they
appoint a dozen human beings, or a couple of hundred. In colossal corporations like
JWT Bangalore, these departments are broken out another time for affectivity.
However, the fundamentals stay the equal and it's in view that this variation used to
be born out of necessity, which wanted further intensive and established work in
every department.
2.2 Few important departments are:
Account Services
The account provider division contains account executives, account managers, and
account administrators, and is in charge for liaising with the manufacturer's many
purchasers. This division is the hyperlink a number of the various departments within
the industry manufacturer and the purchasers who pay the repayments. There have
been many battles among the account offerings division and the revolutionary
department. But as most creative’s realizing, a right account choices workforce is
central to an appropriate advertising and campaign.
Account Planning
This division combines research with strategic thinking. Most commonly an mixture
of researchers and account managers, the account planning division gives consumer
insights, strategic path, studies, fame corporations and assists allows hold promoting
campaigns on the right tune and on manufacturer. Chris Cowpe defined account
planning "…the area that brings the customer into the method of setting up
promoting. To be definitely potent,
Creative Directors
That is the engine of any advertising organization. It's the lifeblood of the industry on
the grounds that the progressive department is dependable for the product. And an
advert manufacturer is nice as accurately as the advertisements the inventive
department locations out.
In JWT, copywriters and paintings directors are paired up, working as groups. They
may be able to even deliver within the knowledge of different designers and
production artists as and whilst the job requires it. Often, website visitors are handled
by way of utilizing a role inside the innovative department, although that is

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commonly a part of the construction department. All people within inventive
offerings reports to the ingenious Director. It is his or her function to lead the
ingenious product making sure it can be on manufacturer, on short, and on time.
Finance and Accounts
On the stop of the day, money is what advert firms want. This is what their consumers
need, too. At the middle of all of the money getting into, and going out of, the agency
is the finance and expenses department. This branch is chargeable for dealing with
rate of salaries, advantages, supplier costs, journey, daily business organization
expenses and the entire factor else you'll assume from doing company. It can have
been recounted that roughly 70 percentages of an ad trade company's gains will pay
revenue and advantages to personnel.
Production
Strategies are just ideas till they may be made real. That is the undertaking of the
manufacturing department. For the period of the state-of-the-art manner, the creation
department can also be consulted to speak roughly the feasibility of executing sure
thoughts. Once the advert is bought to the patron, the innovative and account groups
will collaborate with manufacturing to get the advertising and marketing crusade
produced on price variety. This can be something from getting legit picks or
illustration produced, working with printers, hiring typographers and television
directors, and a countless of quite a lot of disciplines had to get an ad promoting
crusade published.
JWT is also having many clients all over the world and, here I mentioned some of the
important clients.

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2.3 Notable clients are
Airtel UNICEF Britannia Nutrichoice
Apollo Tyres Ltd. The Times Of India Max Fashion
Bharti Airtel PEPSICO Lifestyle
Lux Nourishco ITC
TATA Pravesh J&K Tourism Hike
Hindustan Unilever Diageo Hike Messenger
TATA Steel Limited Khaitan Electricals Britannia
Nestle Mazda Monte Carlo
The Hindu Red Cross Pepsi
Ford Nike ING Group
Wal-Mart Puma SE Nestle
Shell Microsoft Mobile Hearing Plus
REDTRO 106.4 Cello Pens Sony Six
Hotstar Junglee Rummy Sega
BMW Macy’s Sprint
HSBC Samsung Nova
Samsonite Rolex Bayer
Northwell Health Volvo Cars Tim Hortons
Qwest Newell Brands Air Canada

3.0 Initial Briefing

In the Initial days, I did a research on MAX Fashion brand through secondary data
and made necessary points related to company such as competition, market share,
targeted audience, etc. and also to see how different our brand is from competitors
and know how we can improve compared to our competitors
 I also learnt the elemental role at Wunderman Thompson which is to take down
all of the requisites/ orders from the purchasers, create a job requisition within the
organization’s dedicated website, after which ahead it the involved crew such as, AV
(audio visual), artwork crew, studio, inventive and so forth., and be certain the work
has met as per purchaser’s request.

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 When creative staff completes the assigned job, they forwarded the same to art
work crew. The place artwork work team has got to work on the specified sizes, and
each size needs to be taken a printout in an effort to recheck the job done and seem
for any error.
3.1 Case Development
 I was put into a group of 3 people Sujata Dev, Sanal Premraj, Niveditha Prabhu
and myself there I used to do research regarding the famous brands of Dubai clothing
and what was their best model of dress during the time of Eid festival company like
splash, Babyshop, Lifestyle, Max, and Centrepoint and then again need to check for
the Zoya Tanishq posts and photos during Eid. At the end of every day I was
supposed to report all the work to Ms. Raka Chatterjee
 One more task is regarding sustainability. MAX Fashion is trying to do
sustainability so we the team needs to do some research regarding sustainability that
MAX Fashion can also adopt. Sustainable fashion is a part of the developing design
philosophy and movement toward environmental and social sustainability, the goal of
which is to create a system which will also be supported indefinitely in terms of
human influence on the environment and social responsibility. Sustainable fashion
concerns greater than addressing trend textiles or merchandise. It includes addressing
the whole procedure of fashion. This implies coping with interdependent social,
cultural, ecological and economic methods. It additionally approach considering
fashion from the viewpoint of many stakeholders - customers and producers, all
living species, brand new and future dwellers on the earth. Sustainable trend for this
reason belongs to, and is the responsibility of citizens, public sector and confidential
sector. A key example of the need for systems pondering in fashion is that the
advantage of product degree initiatives, equivalent to replacing one fiber form for a
much less environmentally harmful choice is eaten up by means of increasing
volumes of trend merchandise.
Sustainable clothing
Sustainable clothing refers to fabrics derived from eco-friendly resources, akin to
sustainably grown fiber crops or recycled materials. It additionally refers to how these
materials are made. Historically, being environmentally mindful in the direction of
garb intended (1) shopping garments from thrift stores or any stores that promote
2nd-hand clothing, or (2) donating used garments to retail outlets previously

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acknowledged, for reuse or resale. In latest instances, with an outstanding
development closer to sustainability and being ‘inexperienced’, sustainable apparel
has elevated closer to (1) reducing the quantity of apparel discarded to landfills, and
(2) lowering the environmental influence of agro-chemical substances in producing
conventional fiber crops (e.g. Cotton).
Under the accordance of sustainability, recycled clothing upholds the principle of the
"Three R’s of the atmosphere": curb, Reuse, and Recycle, as good because the "Three
Legs of Sustainability": Economics, Ecology, and Social equity.
Recycled garb
Recycled or reclaimed fibres are recovered from both pre or put up-buyer sources.
These falling into the category of 'pre-consumer' are unworn/unused fabric wastes
from the entire quite a lot of phases of manufacture. Publish-purchaser cloth waste
perhaps any product which has been worn / used and have (extra in general) been
discarded or donated to charities. As soon as sorted for nice and colour, they're
equipped to be shredded (pulled, UK or picked, US) right into a fibrous state.
Consistent with the specification and finish use, these fibres can even be blended
collectively or with 'new' fibre.
Whilst most textiles may also be recycled, within the fundamental they are
downgraded essentially instantly into low-first-rate finish-makes use of, comparable
to filling components. The confined range of recycled substances to be had displays
the market dominance of low cost virgin fibres and the shortage of technological
innovation within the recycling organization. For 200 years recycling science has
stayed the identical; fibres are extracted from used material by way of automatically
tearing the material apart utilizing carding machines. The system breaks the fibres,
producing quite a bit shortened lengths which are inclined to make a low adequate
yarn. Textiles made from synthetic fibres will also be recycled chemically in a
method that involves breaking down the fibre on the molecular stage after which
repolymerizing the feedstock. Whilst chemical recycling is extra vigour intensive
than mechanical pulling, the resulting fibre tends to be of extra predictable excellent.
Well-nigh the most likely to be had recycled artificial fibre is polyester developed
from plastic bottles, despite the fact that recycled nylon can be on hand.
After lot of research finally i gave some input from my side that MAX Fashion can
use some of the strategies like using organic cotton and also they can use minimum

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number of water for their production process use fair labor practice and transportation
supply chain to ensure socially responsible production instead of using synthetic dyes
MAX can use natural dyes with wastewater treatment because synthetic dyes have
toxic chemical. Max is planning to launch their sustainable product so they wanted to
launch their product in different way as an intern I was asked to do some research
regarding how other fashion brands have launched their sustainable products in
different ways and how they have launched etc. And also unique tag design for their
products. I searched through Website, Pinterest & Google and got some unique idea
like Max can do something differently like they can do some Organic boots,
Sustainable tattoos, also they can give virgin cellulose fiber bags as a shopping bags,
invent some unique Green card and QR code system like those who purchase apparels
from Max stores regularly they will get Green card membership and they can get
some reward points on their purchase, so next time while they buy any product they
will get discount only for sustainable products.

3.2 Back to College Concept

Also they assigned me to do research regarding some of the top brands like H&M
FBB, Pantaloons, Vero Moda, Levis how they will communicate with youth and what
was their strategy regarding back to school and back to college concept. Regularly
back to school and back to college concept is like when students and their parents
purchase school presents and apparels for the upcoming university year.
Back to school period of time by and large lasts from early may just and some

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location like United States, Europe and also Canada it starts from early August to late
August. Right here each trend brands tries to provide you with the specific and
targeted variety of garb for the youngsters and adults that they would like to purchase
and wear it for mostly throughout their tuition time.
Max fashion is also planning to come up with the back to school and back to college
concept to launch product they need some ideas from existing apparel brands that
already doing so I got a good opportunity to take some output from fashion brands
like Fbb, Pantaloons and Reliance Trends etc. After doing a lot of research I prepared
one PowerPoint presentation and presented to Niveditha Prabhu.

3.3 Eid Script

Another task was based on the Eid Script. Ms. Niveditha Prabhu Senior Account
Executive has sent one entire script related to Eid festival the entire script is as
mentioned below
 Opens to a newlywed young couple Indian home with simple decor but
asthetically kept with good choice of furniture lamp etc, where we see everyone
dressed up to their festive best. The couple is seen rushing around preparing for
something.
 Wife walks into the kitchen as she is getting ready, asks the husband who is
making something: “Woh… aate hin hogen. Sevaiyaan tayyar hain?”
 Husband replies with a smile, taking out a spoon of kheer: “Taste karke dekh
lo. Eid pe Itni badhiya sevaiyaan kisi ne nahi banayin hogin…”
 Wife’s expression is like stop bragging now.
 Just then we hear the door bell and the wife exclaims “Chalo Chalo, woh log aa
gaye”. The couple walks up to the door and opens it as we see an evidently Muslim
family standing outside. As soon as the door opens we see a beautiful girl kid in
pretty dress standing right in front of her parents with a broad smile and a gift in
hand. (This is from POV of lady host)

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 Girl child immediately the first one to say 'Happy Eid aunty' loud and clear and
still smiling. We see host welcoming them in with arms wide open. We see the kid
running inside.
 As they walk in, the Muslim family sees the delicious spread laid out and has a
pleasantly surprised look and feeling thankful too.
 The husband in the Muslim family says: “Ye sab ki kya zaroorat thi. Aap hamare
ghar hi jaate”
 The hosting wife smiles and says,
 “Har saal to wohi karte hai. Socha kyun na is saal much Naya Karen?
 They all share a light moment of smiles, as Muslim husband says “Eid Mubarak
Ho Kumar saab” and smile and hug each other. As they about to sit together for the
meal, the camera pans out through the open door and outside we see the name
plate “KUMARS”.
 VO: Kumar’s ne is saal apne doston ke like Eid manaiye hai. Aap bhi Kar sakte
hain.
 VO: Is Eid Dil aur Darwaze khule rakhein.
 Max logo and Eid units appear on screen
Based on this script we have to create one more video for Max Fashion so I was
asked to take some screen shot from YouTube related to above script also asked me
to do the translation of above script in English the video is about 40 seconds so i
watched the video and noted the timing and translated in English and later presented
to Niveditha Prabhu
https://www.facebook.com/maxfashions/videos/2295606407324695/
00:02 - They are on the way, is the seviyan ready?
00:04 - Best Eid seviyan ever!
00:06 - Let’s go! They are here!
00:10 - Happy Eid Aunty! And my Eidi?
00:14 - Of course Noora child, but first come inside!
00:17 - Please come inside!
00:21 - What was the need for all this? You could have come to our house instead?
00:25 - Every year we do the same thing, so we thought why not do something new
this year?
00:30 - Mehra sir, Eid Mubarak!

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00:32 - Eid Mubarak!
00:33 - Come inside
00:38 - This Eid, open your hearts and doors.

3.4 Festive Ads of Fashion Brands

I got an opportunity to do some research regarding Festive ads of some of the brands
like Pantaloons, Fbb, Reliance Trends, United Fashion and Westside. So I need to
take their recent TV ads from YouTube and also from their social media platform like
Twitter, Facebook and Instagram for some of the important festival ads like Onam,
Diwali, Dussehra and Navratri what ads they have posted for above mentioned
festival, I searched through their Website, Facebook and also from Twitter, how they
have posted and how that post will communicate to the peoples and their unique ways
of print ads for different festival by taking ideas from these fashion brands how can
Max fashion post their print ads regarding upcoming festivals in their social media
platforms after taking all the print ads picture from different fashion brand finally
presented to Sanal Premraj.
There are different ways to communicate the brands to customers for increase the
recognition of the brand they are:
• Experiential advertising and marketing
• Showcasing the manufacturer in real world
• Embrace the swag
• Offer self-carrier possibilities
• Environment clear, extensive manufacture guidelines
• Escape your constraints
• Create cohesive online and offline experiences
• Find ways to show your Organization tradition
• Change into your actual estate into engaging content campaigns
• Power in grassroots

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• Stay consistent
• Exhibit(don’t tell) your story

3.5 Raising Job Requisition

I got an opportunity to do job requisition from company portal for any new job, I
learned how to raise the job requisition for different departments which consists the
exact data for the new job once we receive the request from the clients we need to
raise requisition to creative department with attachment which consist details like Job
Number, Job Tittle, Size, Quantity and address after filling all the data after working
the certain changes the creative people will send that to studio for art work and once
art work is done it will again come to creative for the recheck after that creative
people will put the signature then the same file has to send to the clients for their
feedback if clients gives any feedback then again that correction work needs to be
done if we didn’t get any feedback then that file will get released from our end this is
the procedure of JWT all these activity will be done only after raising the requisition.
In JWT also if any work need to be done that is through the company’s own portal,

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every department has to create the new job which they want to complete the work.
 Every brand promotes their product in different way same in the case of Denim
brands. How Denim brand products will be promoted by the different brands. Here
also I got an opportunity to collect Denim print ads posted by various fashion brands
like Pantaloons, Spykar, Wrangler, Shoppers Stop and Pepe Jeans like same way how
Max fashion can display Denim brands in their outlet. I collected some of the print
ads of Denim brand from above mentioned fashion brands and put that in to Power
Point and presentation to Mr. Sanal Premraj.

3.6 End of Season Sale (EOSS)

Another research task was given by Ms. Niveditha Prabhu regarding to collect all
brands print ads and also some short videos related to end of seasons sales from their
website because Max fashion is also planning to change their current strategies
presently Max is give offer only once in a year that is for clearance of old stock but
there are many other fashion brands giving seasonal offer like winter season sale,
summer season sale and also they use different name for their stock clearance, So I
was asked to do some deep research regarding the same, I collected some of the print
ads related to EOSS and also collected creative names for EOSS like Big Brand Sale
by Jabong, Red Dot Sale from Soch fashion, The Great Fashion Steel by Pantaloons

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and Sabse Saste Din by Fbb so by looking all these we need to find some good name
for the Max fashion the main thing is how these will communicate to the people that
is the main aim of every apparel company so here also we did the same thing after
taking some input from different brands how can we communicate the people in
different way so the people can easily understand that what sale is offering by Max
fashion in different season. And also I was asked to collect the various TVC ads
related to EOSS for apparel brand, this is to check how that ad is communicating and
how they are influencing the people for example Myntra has shown a different kind
of TVC for their EOSS in that the ads is explaining very clearly that they are doing
EOSS which will help to the people to understand easily. Similar kind of idea even
Max fashion is also looking so we have collected many TVC ads from different
brands and also noted few important points how they are communicating to the
people about their EOSS.

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3.7 Models Selection
Another opportunity I got to learn is how we select the models for the print ads and
also for video. Firstly, the client will send the documents of different models either
PowerPoint or PDF which consists of models height, weight and different poses.
Once we receive the documents we will sort that in different ways like Name of the
model, his or her visuals and also Polaroid views. We will sort the all models in these
way and we will send it back to the clients for the approvals if we did not get any of
the above mentioned thing then clients has to send the missing things like if we
receive the model Name, Visuals but we have not received his stats or Polaroid views
then client has to make arrangement to send the missing thing after we receive all the
required documents then we need to put that into PowerPoint by segregating in above
mentioned format and need to send back to the clients once client select and approve
which model has to be there in their print ads then we will start for the shooting
before that budget for the shoot and location of the shoot etc, If clients themselves
make the arrangements for the camera man then we don’t have any issue if he will tell
us to make the arrangement then we will inform to the camera man. This will be
discussed at the time of budget because in budget which covers all these detail.

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3.8 Premium Membership Card for Max Fashion
I got another opportunity to collect the various brad Premium Membership Card for
Hotels and Airlines for reference. Max fashion is not that much popular brand in
India though they have their outlet in various part of India but still it is not as popular
as other brands, So Max fashion wants their presence all over the world and they want
to become more popular brand that’s why they are coming up with different ideas in
that one is giving Membership card for the youths & college students, because
majority of youths and college students are concern about their apparels what to wear,
when to wear etc. So Max plans to give Membership card for youths and students
those who buy the apparels from Max store regularly those people will be considered
as Premium Members of Max fashion store they will be given a Membership card, by
using this card they can get some reward points as well as some discount for their
next purchase from the Max fashion, I have collected some images of Premium
Membership card of five and seven star hotels and also from different Airlines and
presented to Mr. Sanal Premraj.

3.9 Competitor Analysis of Levi’s Brand Denim Jeans

I was asked to do the major competitors for Levi’s brand Denim Jeans and what was
their strategy and how they are different from Levi’s brand like Wrangler, Diesel, Lee
Jeans, Pepe Jeans, Calvin Klein, Armani, Killer, and Spykar.
Levi’s
Levi Strauss is an American apparel company that was established during the year
1853 and is headquartered in California, United States. The company owns four

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brands under it namely, Denizen, Signature, Dockers and Levi’s
The Levi’s denim is the most popular brand in the younger generation. The other
brands of Levis are also popular and due to which the brand Levis Strauss has a
strong customer recall thereby increasing its sales. The company has a strong global
presence in about 110 countries and about 60 production facilities. Their products are
distributed through various distribution channels through retailers, company stores
and online.
Wrangler
A top Levi’s competitor, Wrangler is an American producer of Jeans and other
apparel in particular works wear. The company is owned by VF Corporation.
Wrangler was formed during the year 1904 and is headquartered in North Carolina,
United States.
Wrangler produces great comfort and stylish products at an affordable rate. Their
products are famous for their lasting quality. Their cloths are designed to fit the
requirements of people wearing it. The company has created a platform for
innovation and creates a great idea to develop the best jeans and jackets.
As jeans are being used by many people, Wrangler is committed to improve the
functionality of jeans and bring out a positive difference in the life of the people. The
company has a wide distribution channel who sells jeans to mass merchandisers like
Target and Walmart. Wrangler also has their stores that are located at many locations.
Diesel
Diesel is an Indian Fashion company, is a complete life style brand that was found
during the year 1978 and is headquartered in Breganze, Italy. The company produces
and sells denim and other apparel products, footwear and accessories. The apparel
line of Diesel has two brands with the name, Diesel, and Diesel Black Gold. They
also have brand for kids called Diesel Kit.
This brand is popular among urban youth. Diesel produces apparels that is
fashionable and comfortable. Their products are priced at a feasible rate. This brand
has created a fashion statement that all could budget for it.
Diesel is an iconic brand of denim that is well known among youngsters worldwide.
The brand represents an image of old fashioned denim which is a comfortable wear.
Its advertising strategy is much appreciated where it builds stores around pictures.
The company has its presence in about 80 countries. Over the years it diversified into

19
other products like watches, sunglasses, footwear’s, perfumes making it a complete
lifestyle brand and due to which it is the top Levi’s competitor.
Pepe Jeans
Pepe Jeans is a popular brand of denim and casual wear jeans. It was formed during
the year 1973 and is headquartered in Spain. This brand is really innovative,
maintains the stylish trend with a feasible price. Pepe Jeans is an international brand
which provides casual wear with a heart of London on it.
This brand is the fastest growing brand and carries a different view of selling jeans.
Designing menswear, womenswear, kids wear, footwear and themed collection, at
present Pepe Jeans sells their products at more than 300 stores in about 65 countries
by having a team of about 2300 people.
Pepe jeans has been continuously producing unique products because of which their
products are popular worldwide. The company targets in providing a total satisfaction
to the customers by giving an exceptional attention to service.
Calvin Klein
yet another top Levi’s top competitor, Calvin Klein is an American fashion and
luxury goods company that was formed during the year 1968 and headquartered in
New York. United States. The company specializes in lifestyle accessories, leather,
home furnishings, jewelry, perfumes and ready to wear apparel.
Calvin Klein is considered a modernizer in casual outfits. The business operations of
the company mainly take care of two activities. One is Calvin Klein Apparel that is
responsible for the sales of their products in both men and women’s apparel. The
other one is the Calvin Klein Licensing that takes care of the licensing agreement
with the third parties.
Calvin Klein brand has their global presence and is sold in many countries. The main
market in US that accounts to about 58% of the total sales. As Calvin Klein has been
associated with the best designers that make their design unique and trendy, it is no
doubt a top Levi’s competitors.
Armani
Armani is an Italian luxury fashion industry that was formed during the year 1975 and
its headquartered in Milan, Italy. The brand was founded by Giorgio Armani which
designs, produces, distributes and retails various products. The company focuses on
providing quality and sophisticated global apparel.

20
This brand is symbol of high class thereby producing various luxury products. It is
considered a top most brand in the fashion industry. Armani is popular for hand
stitched clothing. The designs that each Armani products carry, is created with quality
designers who produce unique designs. The overall look of the product is very unique
and beautiful which is like by many people.
Killer
Established during the year 1989 in Mumbai, Killer’s designs are synonymous with
the rebellious streak of youth. Recently the waistline jeans became popular among the
youth. Killer introduced the Low Rise jeans that were followed by Shred’s jeans
during the year 2004.
The famous produce of Killer, Water Saver Jeans saves about 80 liters of water at the
time the jeans are manufactured. This shows that killer produces eco-friendly
products. At present, the company has about 308 stores in about 183 cities.
Its strong brand presence is seen in almost many places like Central, Shopper’s stop,
Lifestyle and many more. Over the years, the brand expanded into producing many
other products thereby making it a complete lifestyle brand.
Spykar
A perfect destination for your denim collection, Spykar is India’s leading brand of
jeans wear for the youngsters that were formed during the year 1992. It is basically a
synonym for denim. Their jeans are stylish, young and fashion oriented. It also
maintains the changing dynamics of the global fashion trend.
The company has come a long way ever since its formation and has certainly defined
the rules of the fashion world. Started as a men’s denim brand, it expanded its
portfolio to become a one stop shop for men and women’s casual wear.
The products are available in about 220 exclusive outlets and more than 900 multi
brand outlets. It is also available on their company website that provides detail
information regarding each of their products.

21
 Again the task was given by Sujata Dev regarding the selection of model for the
shoot but this time we need not do the same step which I mentioned earlier like no
need of Polaroid views, Stats etc. here only models clear picture in each slide 5-6
picture of models in different pose which contains their names and their stats details
like their height, eye & hair color, weight clients will send the PDF file to us and we
need to sort it and put that in PPT format and again we need to send back to the
clients for their final approvals.

4.0 Top 20 Beer Brands Bottle Collection

One more opportunity I got in this organization is to collect the world’s top 20 beer
brands bottle collection. Kingfisher beer brand wants to shoot their beer bottle in
unique and different way to take some ideas Mr. Sandeep Shah Client Service
Director has asked me to collect the top 20 beer brands of the world and their unique
style of displaying their product like their beer bottle style and design of bottle etc.

22
5.0 Learning Experience
James Walter Thompson Bangalore has several clients out of which Max Fashion is
one of the major clients which brings revenues to the company, as an intern at JWT
where I reported to client servicing department where I was directly put into team
which handled Max Fashion with minimum briefing and was asked to learn about
the client, I got exposed to various other clients like Britannia, Kingfisher, Louis
Philippe, Black dog, ITC etc through interaction with colleague across departments.
This internship program of two months gave me a good exposure on advertisement
agency. Like how ad agency works together who all are their clients what all
departments they have and also how they will use creative ideas etc. The two streams
of advertisement agencies which are Media agency and Creative agency has its very
own importance in the market. The creative agencies are mainly into creating creative
and innovative ads using latest technology in the market, in a pioneering and more
connective way. Even though the growth in ad agencies is comparatively high, it is
very much essential to sustain the quality that the company been producing since
beginning. One of the very essential terms in an ad agency which every client expect
from the service provider is the knowledge about the market for their product. The in-
depth knowledge of the clients, products and their competitors will certainly bring to
lead the company towards success.

23
Bibliography
Articles
1. Hitesh, B. (November 25th , 2018), “ Top 10 Levi’s Competitors”, Marketing
articles.
Websites:
1. https://www.marketing91.com/top-10-levis-competitors/
2. https://en.wikipedia.org/wiki/Sustainable_fashion
3. https://www.jwt.com/en/about-us

24
Annexure
Weekly internship Report – Week 1
Sr Date Task Output
No
1 15/04/2019 Met everyone at office and Got to know how the
learnt about the advertising advertising agency functions
agency process in detail and which all departments they
have and what were their
activities.
2 16/04/2019 Discussed in detail about the I was put into Max Fashion
internship topic and team team were we have 4 people
head Sandeep Shah Sanal Niveditha Raka and
Sujata they asked me to know
about the Max Fashion brand in
depth.
3 17/04/2019 Raka gave the task to collect I took help from Sanal and
the major competitors for Sujata to do this task and also I
Max Fashion and also how referred some of the website
can Max Fashion become where they have mentioned
popular like other brands Max Fashion competitor and
their strategy and these 2 people
told how to prepare PPT for
presentation
4 18/04/2019 Ms. Niveditha took me to I was asked to do the follow-up
studio and there she about the pending art work
introduced me to everyone from studio I make the note
and also met Mr. Vinay who about the pending work and at
is a creative head who is a in the end of the day I reported to
charge of Max Fashion Ms. Niveditha
5 19/04/2019 Mr. Sanal has given me the I went to creative people and
task get in touch with met Mr. Nikesh, Rijesh who are
creative people for the the creative people and get the
pending work for Max pending job file and also took
Fashion and update about new job list and sorted in MS
the new job list Excel and presented to Mr.
Sanal

25
Weekly internship Report – Week 2
Sr Date Task Output
No
1 22/04/2019 Assigned me a task to do Collected the information of
research about competition this brand through various
analysis on Denim brands social media platforms like
like Levis, Diesel, Wrangler, Facebook, YouTube,
Spykar, Pepe Jeans, etc. Instagram, and Twitter and
analyzed their competitive
advantages and strategies.
2 23/04/2019 Putting New Job requisition I learnt how to put a job
through company website requisition through their
website and I did 18 job
requisitions on the same day.
3 24/04/2019 Follow up regarding the Art Entire day I was busy with the
works of Relaunching of follow up for the task from
Max brand at Jayanagar studio to designer from
designer to artwork so I took
whole day to get that art work
and at the end of the day I sent
that art work to concern
department.
4 25/04/2019 They have given the script As per the script I searched
which is related to Eid based many videos which will be
on that script I was supposed similar to the script and they I
to take some screen shot of took 10-12 screen shot of
YouTube videos which will various video and presented to
be related to the mentioned Ms. Niveditha Prabhu
script.
5 26/04/2019 One more task is related to I collected the festive ads of
famous apparels brands like these brand through Twitter,
Reliance Trends, Fbb, Facebook, Instagram and from
Pantaloons, United Fashion, YouTube I got TV ads and
and Westside so I need to from google I collected print
collect the festive ads of ads at last I did PowerPoint
above mentioned brand presentation to Mr. Sanal
through their social media Premraj
platform.

26
Weekly internship Report – Week 3
Sr Date Task Output
No
1 29/04/2019 Mr. Sanal Premraj has given I collected the information
the task regarding to do regarding the task from some
research regarding how of the good articles written by
denim jeans brand are doing good authors and their post on
for the youths and what was social media and also I got the
their strategies. information through their
website like how they are
targeting to the youths and
what was their strategy etc.
2 30/04/2019 Ms. Niveditha Prabhu gave I started to search the
me a task to collect the information about each brand
information about the brands through their website,
like Fbb, Ajio, H&M, TJ Instagram page, Facebook
Maxx, JC Penny, M&S and page, Twitter page. I took
few more brands recently screenshot of that and I put that
what they have posted in into PowerPoint presentation
their social media sites and and presented to Ms. Niveditha
festive ads etc. Prabhu
3 01/05/2019 International Workers’ Day Holiday
4 02/05/2019 To do the follow up with Entire day I was doing the
creative and Art works follow up regarding the
regarding the pending jobs pending job from creative then
again follow up with Art
works. At the end of the day I
was asked to update the latest
status of that particular job to
Sanal Premraj and Niveditha
Prabhu.
5 03/05/2019 To download the Art work of I downloaded more than 4500
2017 to 2019 from Job job requisition and sorted as
Requisition and sorting as per job number in excel sheet
per the job number and also put how many art
works are to be done in each
job requisition

27
Weekly internship Report – Week 4
Sr Date Task Output
No
1 06/05/2019 Mr. Sanal Premraj has given I collected the information
the task regarding to do regarding the task from some
research regarding how of the good articles written by
denim jeans brand are doing good authors and their post on
for the youths and what was social media and also I got the
their strategies. information through their
website like how they are
targeting to the youths
2 07/05/2019 Mr. Sanal Premraj has given Again the same task was given
the task regarding to do to me to do research regarding
research regarding how the denim brands through their
denim jeans brand are doing post on Facebook, Instagram
for the youths and what was etc.
their strategies.
3 08/05/2019 Putting new Job requisition Already I was knowing how to
through company website put job requisition so as per the
guidance of Sanal i created job
requisition
4 09/05/2019 Ms. Raka assigned me a task I collected some of the
to do competitive analysis of information through research
Max brand like major paper related to apparels
competitors of max brand industry and also collected
and how those brands are from some articles, website and
different from Max prepared a PowerPoint
presentation
5 10/05/2019 I was asked to go for Max I went to JP Nagar, MG Road
outlet and to get approval for and also Brigade Road Max
the designed created by our outlet and I took approval from
art work team each outlet manager and
submitted to our Art work team
for taking the final printout of
new design

28
Weekly internship Report – Week 5
Sr Date Task Output
No
1 13/05/2019 Task was given by Mr. Sanal I searched print ads through
to collect all the print ads of various social media platform
Onam festival related to and put that ads picture in
cloth and Jewelry PowerPoint and presented to
And also asked to collect all Mr. Sanal.
the recent ads of fashion Also collected more than 30
brands from YouTube recent videos of fashion brands
through YouTube which was
posted recently and presented to
Ms. Niveditha Prabhu
2 14/05/2019 Max Fashion planning to I searched through many sites
launch their sustainable and I referred many case study
product so we need to give and so that I can get some ideas
some unique ideas to launch about how to launch sustainable
their product products in different ways and I
prepared one PowerPoint
presentation and showed to Ms.
Sujata Dev
3 15/05/2019 Task is about to collect the I searched through google for
all Five Star and Seven Star Five and Seven star hotels
hotel and also some of the premium card and also some of
Airways Premium Airways cards so by using those
Membership Card design, card even Max Fashion can also
which was given by Mr. take some input and they can
Sanal Premraj Max Fashion design their own Premium Card
is planning to start student
premium card those who
purchase apparels from Max
Fashion regularly
4 16/05/2019 Task was like to collect the I searched through google and
innovative ideas that the also from some of the creative
fashion brands display their sites and also from Pinterest
products and also how and collected some of the
uniquely they have displayed unique photographs how the
their products fashion brands display their
products and put all together in
PowerPoint and presented to
Ms. Sujata Dev and Mr. Sanal
5 17/05/2019 To collect print ads of Collected different fashion
different fashion brands only brands Onam festival print ads
for Onam festival and presented to Ms. Niveditha
To do the follow-up Prabhu
regarding Eid related Art I did the follow-up from Vinay
works from Vinay and that and gave that file from creative
has to be given to the department through we-transfer
creative department before
7PM
29
Weekly internship Report – Week 6
Sr Date Task Output
No
1 20/05/2019 The task is based on print ads Firstly I focused only for the
and videos related to EOSS of mentioned brand and
various fashion brands mainly collected some print ads on
for Pantaloons, Fbb, Reliance their EOSS later also
Trends, H&M & Mark & collected some other brands
Spencer and also Print ads of EOSS print ads.
seasonal sales like Autumn, And also collected various
Winter season etc. brand and also mentioned
brands seasonal sale print
ads
2 21/05/2019 I went to Max Fashion retail There I learnt how to do and
store in J.P Nagar and MG road convince the client
for meeting with Mr. Sanal regarding the print ads and
Premraj and Mr. Sandeep Shah. what needs to change and
what format clients wanted
the print ads etc. After
finishing the meeting we
came back and we made the
changes what clients have
mentioned and we did the
same.
3 22/05/2019 I was asked to do the translation I saw and listened the Eid
for the Eid video of Max video and wrote that in
Fashion which was there in word document and then
Hindi that has to be translated to used exact translation in
English and Kannada for the English and Kannada and
subtitles. also noted the exact timing
when need to put the
subtitles.
4 23/05/2019 Preparing the PPT for selection Sanal showed once how to
of Models for the print ads and sort the models in 3 main
video which clients will send the categories like Model name
PDF of various models after and visual, Stats and
receiving the documents from Polaroid. Later I did the
the clients we need to sort. remaining part in the same
way there were more than
25 models including male
and female, I cropped the
image from PDF and posted
in PPT and presented to
Sanal.
5 24/05/2019 Task was to follow-up from art Following up with Vinay
work related to Max Fashion for who is a creative guy for
their new print ads and Eid Max Fashion related work
related documents to be released once he give the document I
before 28th of same month have to take that to creative
for approval once they
30
 approve the documents then
we have to send the same to
the clients for their
approvals if clients tell to
change anything again it has
to change from art works
team.

31
Weekly internship Report – Week 7
Sr Date Task Output
No
1 27/05/2019 Preparing the PPT for selection Sanal showed once how to
of Models for the print ads and sort the models in 3 main
video which clients will send the categories like Model name
PDF of various models after and visual, Stats and
receiving the documents from Polaroid. Later I did the
the clients we need to sort. remaining part in the same
way there were more than
25 models including male
and female, I cropped the
image from PDF and posted
in PPT and presented to
Sanal.
2 28/05/2019 Mr. Sanal and his team went for It was not same task which
model shoot in Delhi for 3 days was mentioned earlier.
and they shoot more than 10 Which is little bit different
models in different pose and like Sanal asked me to sort
once they came back I was asked the images in different way
to sort the picture which they like kids, young men and
have took in Delhi women in different format in
PPT.
3 29/05/2019 Mr. Sanal and his team went for It was not same task which
model shoot in Delhi for 3 days was mentioned earlier.
and they shoot more than 10 Which is little bit different
models in different pose and like Sanal asked me to sort
once they came back I was asked the images in different way
to sort the picture which they like kids, young men and
have took in Delhi women in different format in
PPT.
4 30/05/2019 I was asked to do the major I searched through each of
competitor for Levi’s brand Denim their website and took some
Jeans and what was their strategy input from there and also I
and how they are different from referred Levi’s competitor
Levi’s brand like Wrangler, Diesel, website and took some input
Lee Jeans, Pepe Jeans, Calvin Klein,from there and presented to
Armani, Killer and Spykar Ms. Sujata Dev

5 31/05/2019 Ms. Niveditha has given me the I got an idea that how the
task to collect various brands company will be marketing
festive packaging reference, like their product during the time
during the time of festival how of festival by their unique
company is celebrating festival ideas for the packing and
and how they are marketing their also for their shopping bags
products to convince the people where they will display the
particular festival and I
made a nice PPT and
presented to Ms. Niveditha
Prabhu.
32
Weekly internship Report – Week 8

Sr Date Task Output

No
1 03/06/2019 Ms. Niveditha gave me the I collected many brands EOSS
task to collect the various videos from YouTube and also
fashion brands EOSS videos from Facebook page and wrote
how they have convinced the the entire script in MS word
people and showed their how they are reaching the
EOSS in different ways customer about their EOSS
and presented to Niveditha
2 04/06/2019 Putting new Job requisition Already I was knowing how to
through company website put job requisition so as per
the guidance of Sanal i created
job requisition
3 05/06/2019 Eid Holiday
4 06/06/2019 Mr. Sandeep Shah and Ms. I collected almost 20 top beer
Priyanka asked me to collect bands bottle picture from their
the world top 20 beer bands Instagram page and also from
beer bottle picture and how Facebook page and presented
they have uniquely displayed to Mr. Sandeep Shah when i
their product their social did this task I learned how
media platforms different company use
different techniques and ideas
to promote their brands so in
future if we want to start any
business even we can also take
some input from these
innovative ideas
5 07/06/2019 Mr. Sandeep Shah and Ms. I collected almost 20 top beer
Priyanka asked me to collect bands bottle picture from their
the world top 20 beer bands Instagram page and also from
beer bottle picture and how Facebook page and presented
they have uniquely displayed to Mr. Sandeep Shah when i
their product their social did this task I learned how
media platforms different company use
different techniques and ideas
to promote their brands so in
future if we want to start any
business even we can also take
some input from these
innovative ideas

33