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NOBODY READS ANYMORE.
THEY NEVER DID CARE ABOUT LAYOUTS.
FEELINGS, HOWEVER, THEY REMEMBER THAT.

EXPERIENCE DESIGN
BRAND DEVELOPMENT
COPYWRITING
FOR
COPYWRITERS
RÉSUMÉ
CONTACT

work…
PUNCH DESIGN, DUBAI || Copywriter || October 2013 to November 2015 
Johnson & Johnson, At.mosphere, Toblerone, Bioderma Cadbury Flake, Sunbites, Landmark Hotels
THE CLASSIC PARTNERSHIP, DUBAI || Copywriter || September 2013 to Oct 2013 
DEWA, Citizen Watches, Splash Apparel, Shoe Mart
DOODLE WORLDWIDE, DUBAI || Copywriter || Aug 2013 to September 2013 
Emirates Islamic, Emirates NBD
HAVAS WORLDWIDE, MUMBAI || Creative Supervisor || Aug 2012 to Feb 2013 
Pepsi IPL, NBA, Sony Pix, Sanoﬁ, Abbott Laboratories
POINT BLANK ADVERTISING || Copywriter || Feb 2011 to Aug 2012 
Bayer, Sanoﬁ, Abbott, Johnson & Johnson, Danone, Godrej
FREELANCE COPYWRITING || May 2009 to Feb 2011 
For local restaurants, relatives, strangers
SHAMIM & CO. ADVOCATES || Paralegal || May 2009 to Oct 2010
C-EQUITY SOLUTIONS || Internet Marketing Intern || Feb 2009 to April 2009 
Hansa Research & Marketing Blog (A division of BBDO, India)
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education…
Bachelor of Law, 2nd Year from Mumbai University, Feb 2011
Visualisation Certification from Manthan Institute of Advertising, Mumbai May 2009
Creative Writing Certification from Xavier Institute of Communication, Mumbai Jan 2009
Advertising Certificate Diploma from HMFIJ, Mumbai, May 2007
also…
Was awarded Best Copywriter of the Year, 2011 at Point Blank Advertising, Mumbai
Won the First Prize in the International Fall 2009 Writing Contest by SimplieIndie.com
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1. Cadbury Flake
2. Toblerone
3. Johnson & Johnson
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DO PLAY WITH YOUR FOOD.

THE SITUATION
Flake wished to rub shoulders with the likes of Galaxy and Lindt in the
‘indulgence’ chocolate categories. But it did not receive that desired level
of consideration from daily shoppers.
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THE CHALLENGE
To pierce the chocolate-consuming behaviour of shoppers and make them
recognise Flake as a unique, indulgent chocolate due to its folded texture
and fragile structure.
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OUR PROPOSAL
We took their current campaign, “Captivating Folds” and created an
interactive Folding (Origami) Challenge.
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STEP 1: Shopper ﬁnds origami paper and
instructions to participate in the contest.
STEP 2: These customers submit pictures of their
origami efforts to Flake’s social media portals.
STEP 3: They promote their submissions
on social media.
STEP 4: Winners get featured and win prizes.
Online visitors are inﬂuenced to buy
the product to enter the contest.
THE ACTIVATION
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The activation led to engage shoppers by highlighting the unique attribute
of the product (folds) and build afﬁnity towards the chocolate.
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FAITH WILL MOVE MOUNTAINS.
IF NOT, CREATIVITY WILL.
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THE TASK
Toblerone traditionally marketed a six-bar hexagonal
combination pack for seasonal offers. They asked for two
things:
1. To help pull in more shoppers with their current conﬁguration
2. To experiment with more conﬁgurations for higher margins
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1. THE GIFT
These combo-packs are mostly used by shoppers as easy gifting solutions.
Therefore we invested our ideas in creating designs wherein the shoppers
could personalise the gift.
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Using window-cuts we created scope for
a special message on the outer pack.
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With that, we inserted a leaﬂet of stickers
with English letters in the Toblerone
brandname font.
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The buyer could use the stickers to
personally address it to those who she
wished to gift the pack to.
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2. THE GIANT
Sharing is caring. Except for chocolates. And when it comes to Toblerone,
it’s never enough. So we created a pack-design that was family-size by true
Emirati measures.
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The pack is not only attractively large,
but also cleverly spells out its purpose.
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I CAME. I SAW.
I GOT HOOKED.
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THE OPPORTUNITY
Johnson & Johnson, UAE pitched experiential activation ideas to the
retailing giant Carrefour for the New Year, 2015.
As a retailer, Carrefour would choose those suggestions that pulled the
largest crowd. We proposed ideas that were designed on behaviour
insights of shoppers during that time of the year.
The following ideas were created as a co-branding for Listerine and
Splenda (both habit-inducing products).
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‣ Today’s efforts are tomorrow’s gifts
to ourselves. We set goals and see
ourselves as a different (even
slightly) person in the coming days.
‣ This activation invited shoppers to
write a congratulatory note to their
future selves.
‣ It would let them visualise their
selves at that state of success, and
motivates them to work towards it.
Dear Future Me
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‣ We install a gigantic megaphone
with a mouth design at the large
end.
‣ People shout out their resolutions,
for the year and share it with the
world.
‣ Everyone who does so will get a
motivational / inspirational card to
go along (aligned with brand
beneﬁts) and free samples.
Shout it Out
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‣ Symbolic to the old burdens, we
ask shoppers to pop out balloons
on a wall with a ball.
‣ Each balloon popped will reveal
positive, inspiring words behind it
like, Breathe, Walk, Smile, Relax,
Love, Share, Innovate and so on.
‣ Each shopper is given a message
card relating to the word they
reveal.
Pop your Problems
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‣ Instead of popping them, why not
use balloons as symbols of hope
and aspirations?
‣ We set up a barren tree and give
shoppers balloons and markers.
They write the things they wish to
accomplish for 2015 and then we
tie their balloon to the branches of
the tree.
‣ Balloon by balloon, the tree ﬁlls up
and blooms to become the icon of
aspirations for 2015.
Tree of 2015
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1. At.mosphere
2. SFC Plus
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TO TOP OF THE FOOD CHAIN.
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THE TASK
At.mosphere is the world’s highest restaurant and one of the iconic brands
that make up Dubai. Though they had developed a sleek brand identity,
they required a deﬁnitive style guide for their brand.
The following extracts show how the guide was kept relevant and
interesting, so that every stakeholder of the brand could understand and
apply them correctly.
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__
NOTHING
TOPS IT
Life’s
been
a
climb.
Backyard
trees
to

corporate
ladders.
Small
joys

stepped
on
by
giant
leaps.
And
one

question
always
tagged
along,

“Where
is
this
going?”

Here.
At
the
world’s
highest

restaurant.
Where
the
mahogany

walls,
celebrated
chef
courses
and

astounding
views
come
together.

Where
you
experience
vertigo
of

sight,
taste
as
well
as
touch.
Where

all
aspirations
lead
to.
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THE CHICKEN THAT CROSSED THE ROAD.
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THE MAKEOVER
SFC Plus (Southern Fried Chicken) had been doing business in UAE for
over 20 years when they ﬁnally got up and took the decision to compete
with their A-listing counterparts (McDonald’s, KFC etc.)
To do so, they had to be noticed. And the world only gives attention to the
bold or the crazy. We suggested them to don a bit of both to their brand’s
personality. And thus, the ‘Daringly Different’ positioning was born.
The following extracts from their brochure are the ﬁrst emblems of their
refreshed identity.
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Personifying their products added a further dash of courage to the brand
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COPYWRITING FOR
COPYWRITERS
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1. Mucinex
2. Splash
3. New Year
4. Luxury Lounge
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WHY USE SOMETHING WORTH 1000
WORDS WHEN YOU CAN DO IT IN 13?
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MUCINEX
Mucinex (India) wanted to battle the misconception among doctors that
‘cough mixtures’ work better than single syrups.
Well, no one likes telling doctors that they’re wrong. Here’s how we tried to
do it.
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SPLASH
A few tactical ads for Splash Retail’s sporadic promotions under the ‘Love
Fashion’ campaign.
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NEW YEAR
Just something I published in January 2015.
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LUXURY LOUNGE
Luxury Lounge is a recently launched luxury car showroom in Dubai. These
web banners are a few snippets from their website that I wrote.
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HELLO.
+971561217190
ZAHEENKB@GMAIL.COM
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