While working as a copywriter at Flying Cursor Interactive, I collaborated with the Creative Director on the jewellery brand’s Friendship Day campaign. For this campaign, I contributed by crafting a hashtag that perfectly captured the campaign’s spirit. Additionally, I wrote the copy for all creative materials, depicting various scenarios and challenges couples faced and how they triumphed together.
The Brief:
Develop a hashtag that encapsulates the essence of friendship between couples, aimed at those enduring the second wave of the pandemic and lockdown in India. During this challenging time, many couples faced the loss of loved ones, separation, job loss, and mental health struggles. The client’s goal was to highlight how the friendship within these couples helped them navigate and overcome these hardships.
My contribution:
Working closely with the Creative Director, I delved into the effects of the second wave on marriages and relationships. This inspired the creation of deeply personal scenarios that reflected the common struggles couples faced during the lockdown—sudden losses, pervasive fear, and mental health challenges—that truly tested their friendship. These issues often led to hopelessness, pessimism, and strained bonds. Writing from the perspective of the couples, I channelled their complex emotions into simple, heartfelt words, capturing their reflections, realisations, apologies, and gratitude, all while gently avoiding direct mention of the sensitive subjects.
#FRIENDSTHROUGHITALL
