Study Brands Before You Copywrite for Them #37

Trust me, you'll be blown when you understand why people (and you) love their content.

Jan 11, 2024

Hello everyone! You’re reading the thirty-seventh issue of The Handwritten.

Have you ever hopped into unplanned collaborations? We (Anuj, Lakshay and I) did.

I saw a hiring post by Blinkit on Instagram and asked Anuj if we should go ahead with at least completing the task and he said yes. Lakshay came as our saviour for designing the posts at the last moment and he did spice it up!

Before Anuj and I wrote copies for Blinkit, we went through its Instagram page and studied similar brands like Zepto to understand their brand language. I remember chuckling while reading Blinkit’s posts and their catchy wordplay. They have done some real good work understanding the Indian audience and its season-dependent mood. Plus, they’re pretty fast regarding following the trends and linking it with their TG.
So we tried to ideate keeping the following things in mind:

Tap into something every Indian (read “middle class”) would relate to.
Something that should feel more like an emotion and less like a forceful copy.
Something that should not need a big caption for explanation.

For this, we had initially thought to either go ahead with a carousel with 4-5 slides to smoothen relatability or go ahead with a single post to explain everything that Blinkit does. However, we went ahead with both of them at last.

Post 1 has 5 slides and the main idea was to use the mispronounced versions of the words. Despite knowing that we mispronounce them, we still do it because that feels more like a home and it’s more of an emotion rather than a matter of pronunciation. We tried linking the same with Blinkit’s delivery time (i.e., 10 minutes) and with Blinkit’s services that deliver 7000+ products (basically, everything). And since Blinkit doesn’t promise an exaggeration in the name of delivery under 10 minutes, we thought to make the copies a little flirtatious or cheesy— such that they’re flirting with their customers to order anything they want and they’ll deliver it under the promised time.

Post 2 is a single post. The idea here was to highlight the fact that Blinkit can be counted on both when there’s any occasion and even for everyday needs. Dairy Milk and Amul Milk are representatives of the same respectively. We tried emphasising the very same thing by using quotes (“ ”). Again, both can be needed at the last moment and you never know.

That’s pretty much it for this issue. Let me know any feedback you have and we would love to work on it for our future collaborations.

Let’s Discuss Movies

The only thing I like about preparatory leaves is I get to watch some movies at my pace. So I finished watching “Kho Gaye Hum Kahan” and “Rockstar.”

Kho Gaye Hum Kahan is more like a reminder of things we often entangle ourselves with. External validation. Begging for love and attention. People pleasing. Limiting our happiness to shiny social media. Not talking about things we should talk about. And more. It’s a good light watch.

I don’t think I need to say something about Rockstar. Almost everyone I know has watched it but if you haven’t, you should. It’s a “Ranbir thing” to effortlessly pull off ambitious and artistic characters. It’s like he exactly knows what people with nonconventional interests and goals go through.