Puneet Gupta | Copywriter | Films. Print. Digital.
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Like a lot of small-town people, I started working late. 27 to be precise. Still, I have done better than a lot of copywriters with similar or more number of years. I owe this to an unrelated-to-advertising education, a fundraising job in Mumbai, teaching CAT aspirants, and a journalistic job before I started copywriting almost 9 years ago.
This June of 2024, I managed a Silver Abby for an OOH campaign. While I may not have many awards to show for, that's largely because I have only got to work at places, which are not as hungry for awards as I am.
I am hungry to do more and I can show that with in-house films where no budget was allocated. No idea should go for waste, no matter how big or small. Those films are added here too.
Brands: I have worked with global brands like Samsung (current), Adobe, Panasonic, MTV, BMGF, Publicis Sapient, JCB in addition to in-house lifestyle and healthcare brands. I can say with a fair amount of confidence that reading habits can take one far in copywriting.
Unpublished work: Right at the very end. Do check. I suspect you might like it.
Case Study | Silver Abby
The Not So Silent Library by Galaxy Tab S9 series | Samsung
Silver Abby OOH Ambient Media
Every year one of the world’s largest literature festival takes place in Jaipur, the Jaipur Literature Festival 2024. Renowned authors, book lovers, and literary fans flood the city. And if there’s one thing, they all have in common, it’s their love for a quiet place to read… Something that isn’t easily found in Indian cities! And Jaipur is no different. As the title sponsor, Samsung Galaxy Tab S9 Series had the perfect solution - the NOT SO SILENT LIBRARY. The Galaxy Buds2 Pro with Active Noise Cancellation and the Galaxy Tab S9 Series were stationed across some of the noisiest places across Jaipur. Readers were teased with a message. And when they plugged in the Galaxy Buds2 Pro and chose an audiobook from the Galaxy Tab S9 Series, a literal library came up around them.
Films
Dear future boss.
This is my pile of films. All written by me. At Cheil, Samsung India, I have worked on Galaxy Laptops, Tabs and Phones. Galaxy Book series by Samsung are high-end, high-performance laptops. Galaxy Tab S9 series is the flagship tab from Samsung. The films here are from the Galaxy Book series , Tab S9 and Galaxy F34.
Quick Note: Two unpublished films right in the last section called Unpublished Work :P
Galaxy Tab S9 Series Main Film | Today is yours to make
A film that took more than six months to finally see the light of day. The version you see here has a much truncated voice over. The version that has gone live has no VO whatsoever and the VO was the life of this film. In fact, the film was approved basis the VO without any visual references. Business call and I understand that. Just happy that this came out.
Ask: Showcase Galaxy AI use cases.
Galaxy Book4 Series Main Film | Connected is the new way to PC
Latest work with actor Medha Shankr (12th Fail fame) and Santanu Hazarika. Four shorter, feature-led films are going live soon and will be added here.
Ask: A film that showcases the Ecosystem capabilities of Galaxy Book4 series with the Tab, Phone, Buds and the Watch. Samsung has been playing big on being the only brand with a complete Ecosystem of devices.
Galaxy Book4 Series Feature Led | Call Assist & Note Assist
This is the first feature-led shortie in the Galaxy Book4 series films with actor Medha Shankr (12th Fail fame) and Santanu Hazarika. Call Assist takes notes for everything a caller has to say, so you don't need to take calls yourself. Note Assist summarises any notes into bullet form so you can get the crux of what the call was about. Works well with any form of notes as well.
Ask: Showcase use case scenarios for Call and Note Assist features.
Galaxy Book4 Series Feature Led | Multi Control X Second Screen
This is the second shortie in the Galaxy Book4 series films. Multi-Control allows a user to control two screens with the laptop touchpad and keyboard. Second screen is a screen-mirroring feature to add more working space to the laptop.
Ask: Showcase use case scenarios for Multi Control and Second Screen features.
Galaxy Book4 Series Feature Led | Phone Link
The third shortie in the series. Phone Link allows a user to access their phone apps, websites, gallery etc., directly on the laptop without wires. A pretty cool feature since you can keep the phone away on charging and still make calls, respond to messages or make mischief as is seen here.
Ask: Showcase use case scenarios for Phone Link feature.
Galaxy Book4 Series Feature Led | Phone As A Webcam
The fourth and the final shortie in the series. Phone as a webcam allows Link allows users to show something other than what's on a laptop screen, without having to carry or move the laptop. A pretty convenient feature that also can be fun. Watch
Ask: Showcase use case scenarios for Phone as a webcam Link feature.
Galaxy Book2 Series | The new way to PC
This was my first ever and is a slice-of-life film with actor Shruti Haasan.
Ask: Galaxy Book2 series had just launched and with it Samsung had re-introduced laptops in India. I needed to showcase all the features that set this device apart from competition.
Galaxy F34 | The Trip
A lifestyle film showcasing the capabilities of the No Shake Cam in Galaxy F34 phone.
Ask: Show a real-world use case for No Shake Cam with younger crowd that loves making videos.
No Budget. No Problem.
How-To films that don't feel like how-to films
Sometimes budgets can come in the way of making films. But if you have an in-house studio meant to do Live Commerce Sales Episodes, anything is possible. Presenting Zero-budget in-house films.
Galaxy Book4 Series | Call & Note Assist
Galaxy Book4 Series | Samsung Studio & Multi Control
Galaxy Book4 Series | AI Studio and Quick Share
Activation
Five pairs of artists, from unrelated vocations 'Jammed' together using Galaxy Tab S9 series and created note-worthy stuff at Jaipur Lit Fest 2024. One of the ideas here won me a Silver Abby. Showcasing the print and film work here.
Influencer Films
Chakori Nani
Animated Reality
Mural of the story
Fabricated tales
Pic-a-boo
Activation Booths' & Invitation Panels
Work on Galaxy Book3 series and Galaxy Watch5 Pro
Galaxy Book3 series
Galaxy Watch5 Pro
Social
A mix of work from Cheil and MSL (Publicis Groupe). The Anti-cricket campaign during World Cup brought me the Gold in Inkspell Content Leadership Awards. The MSL work is a mix of an IP, MTV etc
Cheil
Show them how it's done.
When the world tells you what to do, show them how it's done.
A recent campaign targeted at kids and parents as folks who support their child's dreams.
MSL (Publicis Groupe)
Valentine's Day 2023
Valentine's Day 2024
MSL (Publicis Groupe)
Brand: Spectra
Brand: MTV Nishedh
UNPUBLISHED WORK
The only section with a title in all caps. The reason, this is some of my favourite work that did not see the light of day due to limitations of the various kind enforced by the system.
Tetris made of debris
E-waste recycling is a major issue faced by humanity at large. Here's an interactive idea to educate fellow humans on e-waste recycling
Metawaste
Scaling up the Tetris made of debris idea, above, by several notches, into an award idea.
Skip Ad before Dentsu came up with it
So in an attempt to impress my boss, I colluded with an Art person from a team different than mine to create a 5 second ad to showcase how thin our laptop was. In fact when Galaxy Book 2 Pro was launched, it was both lighter and thinner than Apple. Here's an ad that eventually didn't see the light of day.
Easy EV
When MG decided to launch its tiny EV, Comet in India, Cheil decided to pitch to win the account. Here are the posts I wrote from within a larger group. Eventually, the pitch was dropped but I liked working on these.
TEASERS
LAUNCH
Films I really wanted made
Film 1: Jugaad Nahi Chalega
Samsung discontinued its J series of phones in India. These were cheap phones and after the life-cycle people were hopping on to phones from Chinese brands such as Oppo, Vivo, Xiaomi etc. To arrest this churn, we were tasked with writing films for a low-cost Galaxy A film targeted at a buyer segment which is very particular about the cost and yet needs a feature-loaded phone.
Films I really wanted made
Film 2: Awesome Ki Kasam
Wrote another route for the Galaxy J churn arrest because there was a requirement for a film to be written for the younger, college going crowd as well.
Let's Collaborate :)