I prepared this document in response to a questionnaire for a position of social media associate by digivaasi

1. An Account/Project Manager’s thoughts
Name : Bikash Upadhyaya
Date : Worked from 05/08/2010 to 07/08/2010
Phone : 9999902632
This is not a test.
There are no right or wrong answers. There are no grades.
We just want to know you better. So, relax and be yourself.
There are no word limits to any answer.
2 or 2000, use exactly as many as you need.
In fact, some of the questions don’t even require words.
Take your time.
Surprise us.
Question 1. List 3 online destinations you regularly visit.
Describe briefly why you think each of them is good at keeping you hooked.

2. (We’d like to hear something other than ‘Google’, ‘Facebook’ and the likes.)
My response: Besides the obvious answers like the ones you mentioned I visit the following 3 online
destinations:
1. Afaqs.com: Afaqs gives relevant news and updates about advertising an brand promotion. It allows
me to be aware about the field of my work and as it gives relevant information and also because of the
professional look and interface of the site as compared to exchange4media I like this website.
I also visit the website to look for jobs in the media industry.
2. Mashable.com: Recently I have started visiting this website also as it gives very relevant information
on latest and upcoming trends and opportunities in social media.
3. Ted.com: As I like watching TED talk videos and I watch these videos by downloading them from
youtube.com, but searching on youtube does not let me know the latest videos. Therefore I visit this site
to know the latest videos.
Question 2. Describe 2 pieces of advertising that you remember – one that you loved, and one that you
hated.
It can be anything – TV, Print, Online, Outdoor, whatever...
Also, try and explain why you felt that way.
My response:
An ad that I loved: More than ads I love the kind of stir created by Zandu Balm and Munni which gave
Zandu Balm so much benefit without much cost. I also think that by making the ‘via blackberry’ and
allowing such messages by other selected handset and application makers appear on the facebook wall
both such handset makers like blackberry and facebook would benefit much more than by any
advertisement.
If I talk about facebook ads I loved the ad, the whole page, the app, the kind of engagement and concept
behind Listerine’s Mouth Factory campaign. It is a very good ad because instead of talking about
Listerine directly it talks about the Mouth Factory and by looking at the cartoon mouths in the ad it
becomes clear that it is going to be a very interesting and whacky page on facebook. The word mouth
factory is itself arouses so much curiosity to know as to what exactly is mouth factory. This curiosity is
very important in making a facebook user to install the app to satisfy his urge to know more about
mouth factory. Otherwise a user may come to the page but if he does not find anything curious or if he
is were to be given all the information as to what exactly is mouth factory he might not add the app.
Listerine wants to encourage Indians to not only clean their teeth but their whole mouth of which teeth
is a small part. So the word mouth is key to the Listerine brand and being the pioneer in its category its
always better to talk about the whole category of mouthwash as if it succeeds Listerine will eventually
become synonymous with the mouthwash category just like lux and colgate are synonymous with soap
and toothpaste respectively.
By making it a contest the Mouth Factory is encouraging the users to participate more and also
recommend the app to almost all of their friends if someone is participating because it is a contest and
everyone would like to tell their friends to add it and vote for them. So Listerine is not ruining its
goodwill by directly asking users to invite their friends but by making it a contest and to win the contest
one has to have a good video and as many friends as one can on the app so that they can vote for the
user.

3. The only small thing that I did not like about the page was that it asked me forcefully to like it like other
poorly conceived pages which only aim at getting as many likes as they can and nothing else.
But above all the page and the app are extremely good and relevant to the brand.
Talking about traditional ads I would say that I find the Vodafone 3G ads with the Zoozoos very
interesting. They are very funny, very viral as they were wildly shared on social platforms and also
because they very clearly conveyed the message of a faster and better service that the 3G technology
from Vodafone is going to give. Also the fact that ordinary Zoozoos had become too familiar for
Vodafone to continue using them but by adding super power to it they revived the relevance of the
Zoozoos
An ad that I hated:
I very well remember the the outdoor advertisement of JK Super Cement as it shows a beautiful women
in a blouse and in a similar ad an women is shown in a bikini with the slogan Viswash hai isme kuchh
Khaas hai. I hate this ad because though the girl catches attention but the ad does not send any message
that is relevant to the JK Super Cement brand. A girl in a bikini in no way sends the message of faith
(Vishwas hai isme kuchh khaas hai). Also as the design quality of the ad is not good it gives the
impression that it is very low quality cement.
Question 3.Design 2 emailers: One for any popular cigarette brand; the other with an anti-smoking
message.
The subject line (as it appears in the mailbox) and a strong call to action are mandatory.
The rest: a headline, body copy, visual concept, etc. are up to you.
(Tip: An emailer is quite like a print ad, which you can click and go on to a site, a page, etc.)

4. Optional: We’d love it if you could also throw in some ideas on what happens when the viewer clicks
and lands on a website/webpage.
My response:
Emailer for cigarette brand:
Subject: Red and White – Stand for Anna Hazare
It takes a few a few courageous men to stand up and take on the powerful and make them bow to the
masses
Red and White is commited to support Anna Hazer’s movement and invites you to be a part of it.
Sometimes the biggest act of courage is a small one. (Lauren Raffo)
You can make a lot of difference by just sharing information about this movement with your
friends.
(P.S. Text formatting to add right colour, font size and the font size has to be done and it has not been
done in the mailer above)
Anti Smoking mailer:
Subject: Cigarette and Your Health - Take the 5 Minute by WHO
Body: Cigarette smoking is responsible for 1 lakh lung cancer, 50 thousand heart diseases and 10
thousand deaths in India every year.
But what about YOU?
Do you smoke too much to risk your life or is your smoking habbit is in control?

5. WHO has constructed this scientific test to let you know exactly how vulnerable you are depending upon
your age, smoking habbit, the brand of cigarette you smoke etc. from the hazards of smoking.
It will just take 5 minutes.
Take your free test today
(P.S. Text formatting to add right colour, font size and the font size along with adding the right picture
has to be done and it has not been done in the mailer above)
Landing page: The page with the test will also have various resources on hazards of smoking, tips and
medicine to quite smoking and nearby clinics who are supporting this drive.
Question 4. We don’t know about you but we think resumes are pretty boring.
Can you do something better? How about a print ad/poster/flyer for yourself?
You are the product.
Now, what are the product benefits, and how persuasively and differently can you state them?
My response:
Passion for success, broad and global mindset, out of the box thinker, motivated, learner, creative,
having deep interest in human behaviour and phsychology, Want to learn and excel faster, MBA that’s
what it takes to make one of the best account manager. Do u want to hire him or settle for the other

6. guys who are though experienced but not passionate and just take their job as a job not as a part of
life? If yes HIRE ME! and I will give you the best results.
To know more about me visit: www.facebook.com/bupadhyaya1
www.twitter.com/bikashupadhyaya
www.linkedin.com/bikashupadhyaya
Question 5. Where does this job fit into your life? Why do you want to change? What do you expect to
find here which isn’t there in your current company?
My response: After coming to the advertisement and communications arena, I want to learn the
intricacies and the best practicies of brand communications and customer engagement by working
under experienced professionals and an innovative and a creative organisation
I want to change first of all because I want to know the various aspects of brand communications
management and my current organization does not allow me to learn other aspects apart from sales.
Also I want to be engaged in social media and the digital space because these are going to be the most
important media space in future and I want to learn some best practices and the whole premises of
carrying out such a campaign.
Apart from these learning and exposure which I mentioned here I want to find a more professional
environment, professional quality and approach to work and better opportunities for growth.
Question 6. Draw a picture that’ll make us laugh (how you ask? Use your mouse and paint. Or mail it to
us. Or option 3?)
My response: Sorry I am not good in pictures. Though I know the importance of pictures and their use in
marketing communication I believe that your organization can leverage on my strength and ignore this
weakness of mine as I belive there will be number of people in your agency who are masters in pictures.
Having said that I would also like to promise that in future I intend to study the pictorial form of
communication in detail.
Question 7. Here’s Rs.25,00,000. Let’s start a online job portal. How would you go about it?
My response: First of all I will look at a niche market that is not being served by the current job portals.
It might be job seekers with 0-5 years of experience or maybe government jobs etc. I will research and
see if I can design a whole new approach to the problem of bringing job seekers and the employers
togather. If I cannot find any of these I will simply not start a job portal because I don’t think thatit will
be a wise decision to compete with the biggies like naukri, timesjobs, monster, linkedin etc. without
having a fresh new perspective.
I might start this job portal initially through the medium of facebook as it will allow me to make the
hassles of uploading lot of information on a site that an user is not sure if it will give him result or not.
Also being a viral media, I would like to use facebook.
I would build the job portal with a totally different perspective which need good amount of research and
time which is beyond the scope of this questionnaire.

7. Question 8. Aircel is launching the new Samsung Galaxy S IV. It’s filled with the latest features. Most
noticeably –
a) 5” Super Duper AMOLED plus screen. The brightest display around.
b) 128GB inbuilt memory
c) Quad core processor (that’s 4 processors)
d) Dedicated graphics card
The proposition is “It’s not smart, it’s genius” and is aimed at the 20-28 year olds in metros. Plan
a) An overview of online launch/marketing strategy (don’t go into details, an overview)
b) The wireframe for the sections to be included in the Aircel website for the new Samsung Galaxy S IV.
(you can submit this as a ppt)
My response:
Aquiring new customers (Not existing customers of any Aircel service):
Affiliate marketing: Partnership with Flipkart.com and other ecommerce sites like myntra.com and give
some discount on the new Samsung Galaxy S 4 and in return they will provide display advertisement
space.
Forums about tech gadgets: Give information like features, photographs, videos etc. through forums
about tech gadgets as they come in top on search querries.
Google adwords: Purchase advertisement on google for such keywords like Samsung Galaxy S 4,
Samsung Galaxy, latest handset from aircel etc.
User generated content: Incentivise users to add their photographs on aircel’s facebook album and tag
50 of their friends and in return they get free internet usage for a period of time.
Viral through facebook updates: After 1 month of launch of the handset partner with facebook to let it
show that a particular update was posted from Aircel Galaxy S 4 to provide a good way to give
awareness and recall to his facebook friends that
Purchase paid advertisement of twitter and build online PR through twitter as the active twitter users
would love to spread word about such a cool handset. They are also very likely to purchase one as it will
allow them to easily access twitter anytime and everywhere.
Creating awareness among customers of Aircel:
Email : Emailers to segmented group of existing customers of aircel telecommunication service
Marketing through IVR: Broadcast the message about Aircel Galaxy S 4 after a caller reaches certain
point. But do not bore every caller by making him hear the IVR or identify heavy internet users or based
on similar criteria broadcast the IVR to those customers.
Marketing to the existing users of aircel’s internet service: Create a small tab to show advertisement or
advertise on the landing page when a user connects to the internet for the first time.
Conversion:

8. Include all features of the new product on the website including detailed description of the features of
the product, photographs.
As this product comes with new and advanced features the website will also include third party articles
or links to third party articles on the advanced features and what is the benefit of those features.
The website will also include the list of nearby stores where the person can buy the product. It will also
let the user drop his mobile no. at the site or alternatively sms with a code like ‘Galaxy’ to Aircel’s
customer service.
Question 9. A client’s just given you a brief for a new project. You can ask only 3 questions. Shoot.
My response:
1. Tell me all the parameters to measure performance of this project?
2. How much power or flexibility are you ready to give me in terms of my say on how the campaign
should run or on some related strategic issue?
3. What if we are able to plan a 3 times more effective strategy but with some increase in budget?
Question 10. Share the most awesomest presentation you’ve seen. (It can be a ppt or a link)
My response: I have neither looked for nor accidently found any interesting presentations on the
internet, therefore I am sending you a ppt prepared by me and my boss. It is our proposal for
advertisement on autorickshaws http://www.slideshare.net/autotisement/autotisement-with-taxis
I would also like to show you a more interesting presentation that both of us have prepared but that I
will not be able to share as it may be a violation of the norms of our organization.
Question 11. Which is your favourite browser and why?
My response: Chrome is my favourite browser because first of all it is from Google and as an ardent fan
of Google I believe it must be good. The second benefit of Chrome is that it performs everything faster
so it saves time. It is very light so I think that it must be taking less of my processing and RAM allowing
me to share these resources with other programs and letting them run smoothly.
Chrome also does not automatically add large no. of ad ons which are unnecessary and not useful. These
uncessasary stuff on other browsers make me feel like these companies are trying to make me a fool by
trying to sell these stuff. I also like its feature of allowing me to access my favourite sites my making
them available instantly when I open a new tab. Also the suggestions that come after I start typing a
websites name helps me in going to the site faster
Using a product of Google overall gives me the good feeling which as the company Google is commited
to give customers good product and next level innovations.
Question 12. What do psd, ai and fla mean to you?

9. My response: psd means photoshop but to give you the honest answer I don’t know about ai and fla
and I didn’t want to cheat either so I didn’t search them. Some are experts at some thing and some are
not and should not try to either because to be a Jack of all trades and master of none is not a good goal
to have.
Question 13. This one’s yours. Ask us a question, anything at all.
My questions:
1. Where do you see your organization 5 years down the line and what do you plan to do to make
your existing human resource to make them ready to let them have the capabilities to handle
the organization at that time?
2. What are you doing to make the work of the employees to love their work and their workplace?