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INTERNSHIP REPORT
BY
SAMIKSHA GUPTA

Submitted in partial fulfillment of the requirements of the


UG degree in BA (Hons) Fashion Media Communication

PEARL ACADEMY
NEW DELHI
APRIL 2018

DECLARATION

I certify that the internship report for the period of internship from 15.01.18 to 15.04.18, undertaken at
BEAM & WORDS being submitted to the Pearl Academy, New Delhi for the award of the Undergraduate
Degree of BA (honors) Fashion Media Communication is a record of bonafide work carried out by me,
under supervision and mentorship of Ms. Vaishnavi Shivram, Head of content team. Due permissions and
approval have been taken from all the sources of data collection. The results contained in this document
have not been submitted, in part or in full, to any other University or Institute for the award of any degree
or diploma.

Signature of student
Samiksha Gupta

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CERTIFICATE OF MENTORSHIP

This is to certify that the document entitled “INTERNSHIP REPORT” being submitted by SAMIKSHA GUPTA,
to the Pearl Academy, New Delhi for the award of the Undergraduate Degree of BA (Honors) Fashion
Media Communication is a record of bonafide work carried out by her, under my mentorship, and fulfilled
the requirements and objectives of the industry internship. The learning outcomes of the internship and
works undertaken by her herein in the internship report have been carried out by her under my
mentorship. The results/information contained in this document has not been submitted, in part or in full,
to any other University or Institute for the award of any degree/diploma.

Signature of Mentor

(Aparna Mudi)
Assistant Professor

Pearl Academy, New Delhi

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SYNOPSIS OF INTERNSHIP

The sole purpose of an internship is to enable one to gain insight into the professional work setting of the
respective company. It is a crucial training period that enables one to gain experience, understand how
professionals work and carry out the duties of an employee. Being interested in content writing I did my
internship at Beam & Words – A communication and brand consulting company. During the course of this
internship I curated content for various firms like Embassy of Peru, Sangam Courtyard, Perch Cafe, Fio
Cookhouse and Bar, Thirsty Beers and Vanilla Moon. I was assigned of various duties, like building up social
media plans, writing content for various social platforms, writing press releases etc. Each of these duties
assigned to me helped me learn something new, enabled me to understand how a brand consulting firm
works and taught me how professionals work in a professional work setting. This internship gave me the
opportunity to work in the industry. It has helped me grow into a confident individual and has taken me a
step closer to the career I would like to pursue.

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ACKNOWLEDGEMENT

I am grateful to my mentor Ms. Gaurav Malhotra (Founder of Panna Sarees), Ms. Aparna Mudi (Assistant
Professor) and the entire Panna Sarees team whose encouragement, guidance and support from the initial
internship period and of writing this report enabled me to develop an understanding of the work &
procedures in the industry. Throughout my internship & report-writing period, they provided
encouragement, sound advice, good teaching and lots of good ideas.

Signature of the student & date

TABLE OF CONTENTS

CHAPTER STRUCTURE PAGE No.

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Synopsis 6

Acknowledgment 7

List of Figures 9

List of Annexure 10

Introduction 11

Objective of the Internship 12


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Chapter 1: About the company 13
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1. 1.Main Activities of the Company 14
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1. 2. Hierarchy
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1. 3. Key issues faced by the
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Company (External)

1.4. Key issues faced by the 19


Company (Internal)
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Chapter 2: Work Profile
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2.1. Works of My Department
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2.2. My Work Responsibilities
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2.3. Reflections on the role and
importance of my job function 26

2.4. Key Issues I faced and 27


How I addressed them

2.5.How did the experience differ from my expectations


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2.4. Skills gained

2.4. Relevance to Fashion Media Communication


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Work Samples
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Conclusions

Advice for the juniors

Contact Information

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Referencing & Bibliography

LIST OF FIGURES

Fig. 1 (a, b, c): Snapshots of content created for Embassy of Peru for all its social media handles.
Fig. 2 (a, b, c): Snapshots of content created for Sangam Courtyard for Instagram & Facebook.
Fig. 3 (a, b, c): Snapshots of content created for Fio Cookhouse & Bar for Instagram & Facebook.

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Fig. 4 (a, b, c, d,e, f): Snapshots of Image copies written for Sangam Courtyard’s Facebook handle.
Fig. 5 (a, b, c, d, e, f): Snapshots of content written for Barista’s social media handles.
Fig. 6 (a, b, c): Snapshots of content created for Sangam Courtyard for Instagram & Facebook.
Fig. 7 (a, b, c, d, e, f): Photographs from the shoot done for Thirsty Beers Holi campaign.
Fig. 8 (a, b, c): Snapshots of content written for Fratelli Wines Instagram & FB handle.
Fig. 9: Snapshot of content written for the Postcard campaign done for Embassy of Peru which were sent
out to bloggers and influencers.
Fig. 10 (a, b, c, d): Some samples of presentation pitched to Vanilla Moon Shoes to get the client on board.
Fig. 11 (a, b, c, d): Some samples of presentation pitched to Fratelli Wines new product launch ‘NOI.’

LIST OF ANNEXURE

Weekly Logs

(a) Week 1

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(b) Week 2

(c) Week 3

(d) Week 4

(e) Week 5

(f) Week 6

(g) Week 7

(h) Week 8

(i) Week 9

(j) Week 10

(k) Week 11

(l) Week 12

(m) Week 13

INTRODUCTION

The report chronicles for three months of internship period which I, Samiksha Gupta of Fashion Media
Communication, Level 3 interned with Beam & Words under the supervision of Ms. Vaishnavi Shivram
(Head of content.)

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The report highlights the various learning and growth opportunities that the internship provided over the
duration of three months. It also puts down the challenges faced and dealt with at the workplace. It brings
to light how my internship brought me more insight into the field of Content Writing.

It is a summary of observations and my individual growth that could be an overview of work experience
for the upcoming FMC batches.

It also documents work samples curated and the weekly logs submitted to my mentor that summarizes the
work done each day over the course of three months.

OBJECTIVE

The foremost objective of this internship was to gain experience. The idea was to get an insight of the
work system of the company, learn from professionals and understand and fulfill the work/duties assigned
to me, as an employee. This internship enabled me to grow my skill set in a variety of different things, with
a primary focus on communication. It helped me understand the various nuances of a brand consulting
firm and helped me improve my technical skills and overall knowledge by assigning a variety of

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roles/duties to me. It strengthened my professional skills, interpersonal relationships and my overall
personality as an independent working woman in a professional setting.

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CHAPTER 1 : ABOUT THE COMPANY

BEAM & WORDS

Beam & Words is a brand communication consultancy, established in the year 2012.
Their expertise lies in the fields of Public Relations, Digital Marketing, Design, Content,
Advertising. With holistic strategies and carefully crafted communication, they ensure
that the various tools in the brand’s marketing mix are geared towards achieving the
business objectives.

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1.1 MAIN ACTIVITIES OF THE COMPANY

Brand Management and Marketing Strategy

In the context of today’s competitive world and communication environment, it’s not just
what you communicate, but how, when and where you say it that shapes the image and
growth of your brand. An effective brand marketing strategy captures the essence of the
brand’s identity and communicates that to the target audience by helping a brand stand
out. By learning about the business B&W create customized strategies to cultivate
maximum returns and a growing target audience. Keeping in mind the demographics of
the market and understanding the key elements of the brands, they design holistic,
creative and lucrative strategies around the brand’s strengths to optimize brand
awareness, image and public opinion. They help a brand to be much more than just a
logo.

Public Relations

The company believes in developing and delivering innovative campaigns designed to


secure top media placement given the media’s unparalleled reach and the ability to
radically shape people’s views. Their ability to understand, create and network on behalf
of their clients is an attribute they have carefully harnessed. They leverage the media in
a way that amplifies the brand’s presence first in the influential media space and then in
the primary target, the consumers minds.

They work towards achieving transparent, accurate and timely responses to media
enquiries. As media relations experts, they create meaningful and successful results for
their clients through targeted media coverage in print, online and broadcast media

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outlets.

Advertising

They don’t just offer creative solutions to clients but also translate their strategies into
tactical and effective integrated marketing communication through advertising. The
essence of advertising, they believe, lies in being able to comprehend and summarize
the changing behavior, trends and needs of the target group into eye catching innovative
advertising tools that summon attention to the brand across all platforms to achieve the
highest level of customer engagement. They make this possible by developing riveting
campaigns through print, electronic & digital media, shoots, TVC’s scripts, copy-writing,
and tag lines.

Digital Marketing

The online world has become a natural extension of everyday lives with people spending
more and more time on the world-wide-web. It is now a focal point for customer
engagement. With a comprehensive understanding of services across the board in
digital media, B&W is nimble and innovative when it comes to establishing online
interactive communities. They design creative and comprehensive online campaigns,
tailored specifically to a brand, using a mix of the following:

 Social Media Marketing and Strategy


 E-commerce
 E-mail Marketing
 Search Engine Optimization (SEO)
 Website Development and Design
 Content Management and Development
 Search Engine Marketing (SEM)
 Web Analytics
 Managing Social Media Budgets

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Graphic Design

B&W focuses on design and usability because they believe the creative has to be more
than just visually appealing; the art has to make an impact and carry a message, the
message of your brand. The designs are created with a keen eye, creative vision and
compelling aesthetics to achieve head turning results. Their design services include print
and electronic media:

 Branding and Logo design


 Graphic Design
 Advertisements
 Newsletters and Direct mail
 Packaging
 Corporate Communication
 POS
 Web banners
 Flash Advertising

Content

B&W have an established content team, with experience across markets and products.
Their writing services include:

 Press releases
 A/v and AD scripts
 Featured articles
 Customer/Brand profiles
 Presentations
 Newsletters

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1.2 HIERARCHY OF BEAM & WORDS

FOUNDERS/DIRECTORS:

Arjun Guleria, Sahil Marwah, Abhinav Rajput

DEPARTMENT HEADS:

Content Writing: Abhinav Rajput

Vaishnavi Shivram

Public Relations: Sahil Marwah, Arjun Guleria

Rajni Marwah

Navdha Sharma

Vindhya Singh

Sameera Sardana

Rhea Kapoor

Nainika Chabhra

Brand Consulting: Abhinav Rajput

Garima Singh

Bini Babu

Rahul Chaudhary

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Graphic Designing: Abhinav Rajput

Rohit Taitwal

Mohit Prakash

Digital Marketing: Abhinav Rajput

Karamveer Singh

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1.3 KEY ISSUES FACED BY THE COMPANY (EXTERNAL)

Legal Factors: Due to many legal problems, company faced a lot of issues regarding sealing. Since the land
of the office comes under illegal commercial establishments in Delhi, almost every day they faced an issue
of MCD officials coming up to the office and telling them to shut it. For the whole three months that I
worked there, they used to deal with this problem on monetary negotiations. At times, they used to shut
the office, with employees working inside, so that nobody outside, gets to know anything.

Competition: There are numerous brand consulting firms out there. Beam & Words faces a lot of
competition, to get clients on board. The problem of making competitive pitches, so that they don’t lose
clients to other firms, was a constant issue.

1.4 KEY ISSUES FACED BY THE COMPANY (INTERNAL)

Organisational Structure: Company faces a lot of issues in meeting deadlines, due to lesser number of
employees. The graphics team has only two permanent employees who are under the pressure of making
creatives for all the clients. Beam & Words, must have a personal photography and videography team, so
that they can shoot for their clients whenever and wherever. This would give them more creative flexibility
and will save their time to look for freelancers. The content team has just one employee as well. There is
no HR department.

Hygiene Factors & Office Structure: There is no proper flooring in the office. There’s a lot of dust, which
causes severe hygiene issues and can lead to serious problems like asthma and chest congestion. The

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structure of the office is not safe at all. There is no fire exit, it’s compact and conjusted.

CHAPTER II : WORK PROFILE

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2.1 WORKS OF MY DEPARTMENT

I was a part of the Content team and as the name suggests, this department deals with all the content
creation for all platforms which includes Instagram, Facebook, Twitter, Website, blogs and so on. The
Content Department is the head in-charge for all the above mentioned kind of content. It works on them
from the very beginning i.e. from initial stage of planning to preparation. Being head in-charge however
does not mean that this department alone carries out all the necessary work. The content department
works meticulously with the other teams present to put together a unique and one-of-a-kind content for
its clients. For example, the brand consulting team builds up the social media plans for a client. The team
then forwards the plan made and discusses it with the content and the graphic team. The content team
then builds up the necessary content required in accordance with creatives created by the graphics team.
The content team also has to co-ordinate with the PR team, to write pitch presentations and press
releases. The content team does not only curates content but also helps in building up plans and
campaigns for the clients. The content department ensures that all the other teams fulfill the ideas
discussed, meet the client’s brief, they are responsible for putting everything together to provide the client
with extraordinary content. The department consists of just one member who is an experienced
professional. She has been creating a sensation by successfully putting out some innovative & creative
content ideas.

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2.2 MY WORK RESPONSIBILITIES

As an intern under the Content department, I was on account for various clients for which I was given a
variety of responsibilities. I was assigned the duty of creating content for various clients and for all their
social media platforms including Instagram, Twitter and Facebook. Even though I was working under the
content team, I used to create content for the PR team and the Brand Consulting team as well. I wrote
Press Releases and made pitch presentations for all the clients already on board and to get new clients on
board. With that, I actively participated and pitched for marketing, content and PR ideas for different
clients. I was also a part of a weekly team catch-ups where we used to discuss the progress and work done
and to be done for all our clients, on what changes are to be made and were given are performance
feedback as well. Writing content was my core responsibility, however I was always assigned the duty of
research and ideation for many things like ideas for photo-shoots, video-shoots, PR ideas, social media
marketing ideas, branding and merchandising as well as event ideas.

Some of the clients for whom I curated content and social media campaigns:

 Embassy of Peru: The Commercial Office of Peru in India promoting trade, tourism and
investment between Peru and India.
 Sangam Courtyard: A sublime fusion of entertainment and culinary perfection with
PVR, The Fatty Bao, Cafe Diva, Delhi Club House, Starbucks, Cafe Delhi Heights,
ZIU & more in the heart of Delhi.
 Vanilla Moon Shoes: Founded by Gautam and Deepika Mehra in 1989, the company
is committed to creating high quality fashion footwear for women.
 Thirsty Beers: Made from hugely happy hops, Thirsty beers are bound to bring the
best quality beers.
 Fratelli Wines: Fratelli is a premium Indian wine brand that has been steadily gaining
recognition for its quality and setting new benchmarks for Indian wines worldwide.

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 Hotel Ivate: Hotelivate is the hospitality sector’s first comprehensive consulting firm.
They offer personalised, specific, efficient and curated solutions for hospitality
businesses.
 Barista: Barista is a wide and a popular Indian chain of espresso bars that operates
in South Asia and the Middle East.
 Perch Cafe: An easy-going wine bar that encourages one to explore the world of
wine, coffee and simple, delicious food in Khan Market, New Delhi.
 Fio Cookhouse & Fio Country & bar: All day dining and bar with the finest from
European and

contemporary Indian cuisine in Saket and Nehru Place, New Delhi.

My work responsibilities:

 Active participation in team discussions and meetings held within the graphic, brand
consulting, PR and content team for curating innovative content, marketing, PR and
social media campaign ideas.
 Research on various clients, their competitors, the marketing and content strategy
done by competitor brands, new ideas and strategy for the client.
 Being up-to-date and making coverage reports for any kind of feature or article done
for any of my client.
 Decoding the essence of a brand and making a pitch presentation for a brand with
it’s target audience, positioning, competitors, social media strategy, PR plans and so
on to get the client on board.
 Making social media plans for all my clients along with the brand consultants and
then curating content for the same for different platforms like website content, social
media, email newsletters etc.
 Helping the PR team in research and ideation for innovative PR strategies and
writing Press releases and Press notes for various clients.
 Active role in pitching ideas and doing photo-shoots for clients. Helped in making
mood boards, concept boards & brainstorming maps.
 Handling ORM (online reputation management) for all my clients. Keeping a check
and replying to all the customer queries and grievances.

Some of the social media campaigns I worked on:

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 I worked on a campaign for Embassy of Peru named ‘Summer in Peru.’ The whole
campaign was to promote tourism in Peru and making Indians want to leave the
scorching heat of India and travel to Peru as summer in Peru doesn’t mean blazing
heat rather chilly winds and right amount of sunshine.
 Another campaign that I worked on was for Vanilla Moon. We relaunched the brand
as a superior quality brand for footwear for every women and for every occasion
with a melange of Italian aesthetics and Indian craftsmanship.
 I worked on a social media campaign of Fratelli Wines new product launch Junoon.
The campaign name of the ‘Launch of Junoon by Fratelli’ which was a grid of 21
posts where we talked about the essence of this new product range in a very
elegant manner.

2.3 REFLECTIONS ON THE ROLE AND IMPORTANCE OF MY JOB FUNCTION

Working with Beam & Words at their office in Delhi was an experience of a lifetime. During the course of
my internship there, I was given a variety of work in different fields and each work/duty assigned to me
was a crucial part for the client, the company was working for. My first client in the company was Embassy
of Peru. I was given a variety of duties such as coming up with creative social media plans, PR ideas and
writing content for all its platforms. These work responsibilities were crucial for the smooth activities of
the company. Being a part of Beam & Words, I learnt that one has to constantly pitch to a lot of clients on
a daily basis and out of it, only one or two clients will like your work and will decide to work with you .
There were days when the company was out of clients. In such a situation, we had to constantly pitch to
various clients dealing with immense pressure of meeting deadlines, however I’m glad I worked like a
responsible team member and helped the company to secure as many clients as possible. Though, this
was one of the most toughest part of my internship that I’ve witnessed but it was also one of the greatest
learning experiences for me. I learnt and saw how unique and creative ideas were given out by all the
team members for each client. This planning and creating pitches were done over a number of team
meetings in which I was actively participated and thus, somewhere my inputs during these team
discussions on PR ideas, Social media marketing ideas and of-course content ideas helped the company in
getting many new clients on board. While preparing for many pitch presentations that I made for new
clients, I was asked to come up with ideas, this was an important job assigned to me as I had to ensure

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that the ideas I come up with are modern, creative, unique, out of the box and are interesting enough to
keep the target audience intrigued. It required me to do a lot of research and team discussions to know if
the ideas were feasible by the company or not. Coming up with ideas for marketing and PR was another
important job that was to be carried out by me. Public relations is extremely important to gain attention in
the eyes of audiences/people all over the country, it is crucial as they make/break a brand’s image. Putting
together a formal power-point presentation of the whole proposal was an extremely important
responsibility given to me as it would be presented to the senior team of the brand that we’re working for.
Working for the proposal helped me understand how a pitch is planned from scratch. I enjoyed working on
the creative side of the plans such as giving ideas for marketing and promotional ideas and making formal
presentations. During the course of this internship I even got the opportunity to work for one of the top
body-care brand – THE BODY SHOP, which was a great experience. Although the brand didn’t come on
board but I learnt a lot. There was a very short deadline in which we had to think from the scratch and

come up with PR, marketing and social media campaign for the brands new product launch of aging
creams along with managing the work for the existing clients. I learnt a lot of things while working for this
project as to how to manage your time for various responsibilities, do quick research and work
spontaneously. One of the most important thing that I learnt was that there is no such thing as a bad idea.
Even if it’s a really small idea, you have to speak up and pitch in as you never know which idea might strike
the client as well it’s target audience and create a sensation. You have to do bizzare thinking and there has
to be some risk taking when it comes to running new campaigns. Various other duties were also allotted to
me during the course of my internship such as researching on any coverage of our clients, working on ppt’s
and more. Research work was important for the company as it would give them an insight about the
clients and its competitors and they could start preparing to pitch for them. All the duties that I completed
during my internship helped me understand how to talk for differently for every brand and the hard work
that goes into putting up even single social media post. Each of these duties assigned to me were crucial
for the company as they were responsible for the smooth running of the firm. I learnt something new from
each responsibility given to me and got an insight into how a brand consulting firm works.

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2.4 KEY ISSUES I FACED AND HOW I ADDRESSED THEM?

Working at Beam & Words came with a fair share of challenges that I had to address and overcome. While
working on the ideation for many clients for their social media plans, I was initially a little lost as I did not
know much about social media marketing; however extensive research and talking to my colleagues
helped me overcome this problem and I was able to give suitable ideas for the same. I had to think of
creative and feasible ideas that would be approved by them, this closed down a lot of options for us
however numerous team discussions and taking in consideration each others ideas enabled us to finalize
ideas that got approved by the clients. Handling a large number of clients and curating content for them
alone was not easy for a newcomer like me; however my team members gave me enough time and less
work-load initially. With time I learnt to deal with the pressure of meeting deadlines and working even
after office hours. Most of my ideas were rejected at first and coming up with different ideas and content
again and again was exhausting, however I put my heart and soul into the duties assigned to me and
enjoyed my work. A few days prior to the new upcoming clients demanded more time and energy which
became huge, the working hours were no longer restricted to 8 hours and were rather stretched to 10-11
hours and I was expected to fulfill a variety of duties. It was a key issue, being new to such a lifestyle, it
was initially tough and exhausting, however with time it became a routine. I did not face any challenges
that I could not address, during the course of this internship.

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2.5 HOW DID THE EXPERIENCE DIFFER FROM MY EXPECTATIONS

Before joining Beam & Words, I thought that my work would be all about content writing. And I thought
content writing would include curating content for mainly blogs and website. However, this was not the
case. My internship turned to be more of a social media content and marketing experience. I had no idea
as to how to write for various social media platforms. And my duties didn’t only include content writing
but a different other roles as well such as research and ideation, PR strategies, marketing ideas and coming
up with creative social media campaigns. I had no idea as to how a brand consulting firm works and this
was not something that I expected. But I’m glad, things were different from what I thought, as performing
various activities in this company gave me a huge insight as to how to communication industry works and
how all these activities work hand in hand for the proper branding and marketing of a brand.

2.6 SKILLS GAINED

 Creating content for all social media platforms - Instagram, Twitter, Facebook
 Creating content for other platforms as well - Websites, Banners, Postcards, Newsletters, Emails
 Social Media Marketing - Creating innovative campaigns for brands
 Coming up with PR strategies for various brands
 Creating PR content - Press releases, Press notes

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 Time management
 Extensive research skills
 Making formal presentations
 Great communication skills required for a professional setting

2.7 RELEVANCE OF MY INTERNSHIP TO FASHION MEDIA COMMUNICATION

Fashion media communication has enabled me to learn about various forms of


communication used by brands. Whether it’s through Public Relations, Marketing,
Advertising, Branding, Journalism, Photography and so on. Everything that I learnt
theoretically in college, I got a chance to apply it on real life projects. Working on mock
projects in college gave me a fair idea and enough knowledge which I applied on many
brands in the industry. I learnt how PR strategies actually work and how one wrong move
can actually destroy the image of the brand. Content writing, is a core part of my course.
We had learnt how to write content for different mediums, e-zines, magazines, tabloids,
coffee table books etc. I applied all that I learnt from my journalism classes into my job of
content writing for various clients that I worked for. branding and marketing,
understanding and treating brands as people, decoding the essence, target audience,
competitors, personality, physical features, how to position a brand in the market are
some of the things that I learnt during my course and through this internship, I got to
know how all of this works in real life. Being a fashion media communication student, the lessons
learnt in various classes helped me give good ideas for the marketing and promotion of all my clients and
even brushed up my knowledge on the same.

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WORK SAMPLES

EMBASYY OF PERU:

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Fig. 1 (a) Fig. 1 (b) Fig. 1 (c)

SANGAM COURTYARD:

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Fig. 2 (a) Fig. 2 (b) Fig. 2 (c)

FIO COOKHOUSE & BAR:

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Fig. 3 (a) Fig. 3 (b) Fig. 3 (c)

SOME IMAGE COPIES I WORKED ON SANGAM COURTYARD:

Fig. 4 (a) Fig. 4 (b)

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Fig. 4 (c) Fig. 4 (d)

Fig. 4 (e) Fig. 4 (f)

BARISTA:

Fig. 5 (a) Fig. 5 (b) Fig. 5 (c)

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Fig. 5 (d) Fig. 5 (e) Fig. 5 (f)

SANGAM COURTYARD:

Fig. 6 (a) Fig. 6 (b) Fig. 6 (c)

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Fig. 6 (d) Fig. 6 (e) Fig. 6 (f)

PHOTOSHOOT FOR THIRSTY BEERS:

Fig. 7 (a) Fig. 7 (b) Fig. 7 (c)

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Fig. 7 (d) Fig. 7 (e) Fig, 7 (f)

FRATELLI WINES:

Fig. 8 (a)

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Fig. 8 (b)

Fig. 8 (c)

CURATED CONTENT FOR EMBASSY OF PERU’S POSTCARD CAMPAGIN:

POSTCARD FOR TRUJILLO

Instagram:

Hola mi amigo!

I am on a travel-spree around Peru & my first stop is the coastal city of Trujillo. Oh dios mío, what a
beautiful place it is! The city is full of old colonial streets and churches, poly-chrome buildings and
impressive pre-Incan archaeological sites. Along with the rich history Trujillo offers, the seafood here is
amazing and the ceviche is delicious. So stay tuned for further updates on this beautiful city!

Mucho amor,

The Girl with a Map

POSTCARD FOR THE PLAZA DE ARMAS OF TRUJILLO

Instagram:

Hola mis amigos

There’s so much to explore in Peru and it’s pretty astonishing. This city is full of life. And since exploring is
an innate part of me, how could I miss the Plaza de Armas of Trujillo? The main square of the plaza hosts
the freedom monument, which was built when the country gained independence from Spain. The

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monument is a wonder in itself, with statues representing art, slavery and liberty. What a sight to behold!
The most stunning experience was the parade with pacing horses and Peruvian dance at the plaza. Well, I
was lucky enough catch a glimpse of it. The culture and the history is truly captivating with so much to
explore and embrace. My journey to Peru till now has been thrilling. I’ve seen so much, but there’s still so
much to see!

Check out @peruinindia on Instagram to keep updated on my travels in Peru! Until next time 

Mucho amor,
The Girl with a Map

POSTCARD FOR THE SUN AND MOON TEMPLE AND MOCHE VALLEY
Instagram:

Hola de nuevo

I must say, this wondrous destination has to be there on every traveller’s plan. Every
day, there’s a new adventure that awaits me. Today, I ventured the pyramids of the sun
and moon, made entirely out of adobe. Located in the district of Moche valley, these
pyramids are 43m in height. And the most unbelievable fact about these pyramids is that
they were built in only three days by about 2,50,000 men. Shocking isn’t it? After that, I
visited the Mochey museum. Gladly received by a traditional family there, I was
mesmerised when I saw several ancient yet flawless artifacts, ceramics, utensils and
mud brick friezes. I realised that the culture of Peru, resides in the mind and soul of it’s
people. So stay tuned, to know more about my astounding traverse experience in Peru!

Mucho amor,

The Girl with a Map

37
Post cards were sent out to bloggers and influencers.
Fig. 9

PRESS RELEASE:

Fio Country Kitchen & Bar

Garden of Five Senses

A captivating and quaint escape from the hustle & bustle of the city life is Fio Country
Kitchen, nestled in the lush Garden of Five Senses; it acts as a charming wide country
side. The essence of Fio is delicately captured by the open setting amalgamating with
the flavorsome dishes that they put out. Drawing inspirations from the European culinary
customs, Fio Country Kitchen and Bar is perfectly constructed for you to fall in love with
it. Embracing the visitors at the entrance with their alfresco, acacia, bamboo and
frangipani gardens, it truly is a love at first sight.

Bringing the charm alive are the recurring events that take place here. Mirroring the soul
of Fio are the live music performances, food festivals and events that take place. Allow
your surroundings to engulf you with a feeling of entering an entirely different era - a
rustic charm that inspires timeless romance.

An exemplification of laid-back sentiment, it is an ideal setting to spend a close night or a


soiree with loved ones. Fio nights are delicately enlightened by moonlight and candles,
sweet tunes complementing the tantalizing food with each rich bite you take. Go an

38
unrivaled gastronomic voyage with occasional live performances and informal winter
breakfasts, in a universe of natural appeal at Fio.

While the cooks curate the menu each season, the cuisine is a melange of modern
European delights with an Italian touch and contemporary Indian delicacies. Maintaining
authenticity and adjusting flavours with upcoming trends is something Fio constantly
does. Its brilliantly lit bar offers a mixed blend of the finest vintage spirits along with its
high quality mixed drinks and a comprehensive wine list.

Immerse in the lush greenery and you can cut off and sit by yourself with an espresso by
the narrow windows, over a private dinner for the night, or a night out at the bar with your
loved ones!

PRESS RELEASE:

Fio Cookhouse & Bar

Epicuria, Nehru Place

Foodies will delight in the invigorating flavours and tempting dishes from The Fio
Cookhouse and Bar, with the launch of their exciting new menu this month. Exhibiting
more than 7 brand new dishes that consists fresh and best seasonal ingredients the
hotter months bring to the table, Fio, one of Delhi's most loved dining destinations, is set
to please with mouth-watering plates, new servings with mixed greens and embellishes,
and a one of a kind blend of top exemplary traditional and innovative international
dishes.

Long-standing top choices are still on the menu, including the renowned Bruschettas,
Pasta, Bannoffee Pie and Tiramisu. These well known dishes have been joined by new

39
choices including the Chickpea Gnocca comprising of arracini loaded down with
chickpea and pommery mint cheddar, Thin Crust Pizza with garlic prawns, oregano bean
stew potatoes and jalapenos and Popped Quinoa Grilled Fish with lime vegetables,
bringing an international twist in the menu.

Fio's Indian menu has also received a seasonal


upgrade, with the Malabar Chicken Tikka, Lemon Fish
Tikka and vegetarian platters with rich aromatic sauces, moist and slow-cooked meat
and fiery vegetable stir-fries.

The new menu showcases the extraordinary range of authentic cuisine and the main
highlight of this menu is not only its innovative use of great and crisp flavours, but also
responding to the growing demands of our diners.

Head towards Fio Cookhouse & bar and dive into varied choices of food options.

PRESS RELEASE:

Vanilla Moon, established in 1989, is a contemporary premium footwear brand, celebrating style and
elegance for the women of today.

A passion for footwear that stands out, led to the launch of Vanilla Moon. The brand endeavours to cater
the needs of independent and discerning women who appreciates fine artisans-hip and modern design.

Vanilla Moon creates exquisite footwear, with magical touches of craftsmen. Each detail represents the
passion to invent a masterpiece. They are not creating products, they are creating high quality lives. In

40
their pursuit for excellence, their footwear are made with the finest leather, intricate embellishments and
refined craftsmanship. Their collection is an amalgamation of international as well as native taste.

A strong enthusiast of innovation, Vanilla Moon is constantly working to enhance the footwear experience
for their patrons, making it more rich and worthy. It’s not shoes, it’s lifestyle.

In the present day, Vanilla Moon is taking over the world by selling its products globally in countries like
England, Ireland, Greece, Belgium, France, Italy, Spain, Russia, USA, South Africa, Japan, Australia and
India.

Experience the complete range on: www.vanillamoon.co.in

Connect with Vanilla Moon:

Facebook.com/VanillaMoonIndia
Instagram: @vanillamoonshoes

PRESS NOTE:

Simona By Thirsty Beers

With elegance in her stride and romance in her eyes, she drifts around the hall
consumed in her own poise and mystique captivating you with every move. There is an
inexplicable energy, an enigmatic aura that enraptures even the best of us in instant. You
watch her frenetically dancing away on the vast polished floors grabbing eyeballs as she
taps her feet to the 20’s inspired jazz cabaret. Hints of mystery, seduction, suave and
flair, she is coveted and desired yet unattainable. She is not the one you chase, she is
the one you pursue with means that go beyond the frivolous. She is SIMONA.

Irresistible from a slight distance – there is very little you know about her, and nothing
you dislike about her. Through the endless night SIMONA’s beguiling allure and her

41
unattainable nature is what leads you to follow her, an obstinate thirst that only subsides
with a sip as her scent lingers on leaving you wanting for more.

Refreshingly light and bursting with flavor, she is the one who gives the night its spirit,
the party its grace. Enticing the taste buds with long lasting aromas of clove and banana,
she is the one who stimulates you and gives you a reason to hold on. She’s spicy, she’s
smooth, she’s light, and she’s SIMONA. Complementing the complexities of curries, this
wheat beer is best suited to light and spicy dishes. Refreshing and vibrant on the palette,
she serves as the best accompaniment for a classic cheese and beer dinner. The fresh
fruitiness is the reason why desserts such as banana fritters, waffles and banoffee pie
seamlessly go with the refreshing SIMONA.

With every sip, you descend to a euphoric world where all things are attractive and
where people can unwind, put on their dancing shoes and let their hair down. She
captures your attention with her charm and enigma and encourages you to let go – sip
by sip, and she’s the one who introduces you to the world of celebration and joy. Striking
and mysterious, SIMONA is not for the ones who mindlessly throw back their beer; it’s
for the evolved and matured, who acknowledge refinement. So sit back and savor a
taste that is exceptional, for the night is endless.

BRAND NOTE FOR FRATELLI ‘S NEW COLLECTION - JUNOON:

It speaks of experience, whiffs of perfection and tastes like success. The sip after the first twirl articulates
an anthology with and for the finest. J’NOON is luxury in a Bordeaux glass. Sparks of passion, precision and
prestige fly as the corks unscrew, unfolding the narrative of fine winemaking. The prominent mineral note
along with the silky finish translates into successful self-actualisation with a musical rhapsody that
elucidates on a collaboration that sparkles through the barrels. Blending the superior sensibilities of Jean-
Charles Boisset with our adept winemaking skills, the alliance recites beautifully in the vineyards of Akluj.

42
Aged for the matured, evolved and the pedant – it’s poured for the soul beyond the palate.
A delicate swirl that subtly lets out the aroma of passion, perseverance and liberation; it is the tale of
J’NOON; it is the tale of India. Taking over the mind and body, the drops garner the taste buds to take you
on a voyage to bring out the flavour of success and perfection. Propelled by passion and hard work, the
winemaking process mirrors the struggle withstood on the road to independence. The home to visionaries
and distinguished individuals gives birth to the exhilarating J’NOON. Barreled with pride, like a valley it
travels through experiences, to arrive aged and matured. Preserved to bear the flavour, it sparkles like the
glorious victory of India, it is J’NOON.

EMAIL NEWSLETTER FOR PERCH CAFE:

Howdy!

Man, it's been a little while since I updated thanks to all the traveling I've been doing. Hope you all are well
and you've enjoyed the winter weather entirely. I say that because now it feels like spring. The weather is
lovely and so many gorgeous flowers have sprung out already.

Nights are warm, days are hotter. The promise of winter has come & gone. With winter apparels packed
way for the next year and shorts and flip flops making their grand entrance, Perch is bidding a warm winter

43
goodbye with a last stretch of it's winter menu. From 5th to 11th of March, here's a last chance for you to
taste the last winter produce.

The winter season left before it even came. The cold breezes are gone and we know you're going to miss
it. But for now, we welcome spring and the warm afternoons. We will miss winter, just as much you will.
Winter was short lived and before it ends in a few short weeks, let bid winters adieu!

Hope y'all enjoy reading, and don't forget to share pics from our last winter menu at Perch.

P.S. If you wish to not receive any further e-mails, do feel free to let me know.

Lots of love & sunshine

Your friend,

Mr Hoots

SAMPLES FEOM VANILLA MOON’S PITCH PRESENTATION: Fig. 10 (a), (b), (c), (d)

44
45
SAMPLES FROM FRATELLI WINES’S PITCH PRESENTATION: Fig. 11 (a), (b), (c), (d)

46
47
2.2 CONCLUSION

This internship was a huge leap that I took from being a student into becoming a professional. My journey
with Beam and Words was full of great learning's and extraordinary experiences. Interning under the
content department gave me the opportunity of working for popular brands and huge clients. I was
assigned a variety of duties during the course of my internship. Each of the duties assigned to me taught
me something new, improved my skill set, helped me gain more confidence and understand the various

48
nuances of the brand consulting firm. I never really had a keen interest in content writing but by working
at Beam & Words my interest developed even more. The company helped me learn the various steps
involved in social media marketing and PR. From the ideation to the final set-up, each step required a
systematic plan which had to be followed. By working on a variety of things I got to know about the
various departments at Beam & Words like marketing, creative team, digital marketing, PR and more and
the kind of work they do.

I learnt and worked with Beam & Words to visually bring alive the goals of our clients. Working for like
Embassy of Peru, Thirsty Beers, Fratelli Wines, Hotelivate and so on gave me immense exposure into the
industry, while working on a variety of things for these clients I realized how important my responsibilities
were in ensuring the smooth running of the company. This internship gave me the opportunity to learn
from professionals, enabled me to make notable contacts, share my thoughts and ideas and helped me
gain more confidence as an individual. It elevated me from a student into a professional working for the
industry. It made me realize that the industry I’m working in is all about perfection, team work along with
a lot of hard work. I successfully completed my internship at Beam & Words which was an experience of a
lifetime. I’m thankful to my team for welcoming me and making me an important member and bringing
me a step closer to the career I would like to pursue in the future.

2.2 ADVICE FOR JUNIORS

After gaining experience at Beam & Words; India’s leading Brand consulting firm, I would like to leave the
following advice, for my juniors: 

 Take active participation in team discussions as some of the best ideas for events come out of these
discussions. 

49
 Always intern in the field of your interest. 
 Be open to working extra hours very often. 
 Time Management is extremely important, you must be punctual. 
 Be enthusiastic and passionate about your work. 
 Think out of the box and giving numerous ideas. 
 Don’t be apprehensive in asking questions. 
 Talk to the people around you, make notable contacts and learn as much as you can from
professionals. 
 Make the most of the office and the work environment and understand the responsibilities of an
employee. 
 Push your limits to bring out the best in you.

CONTACT INFORMATION

NAME/DESIGNATION CONTACT DETAILS

Mr. Abhinav Rajput abhinav@beamandwords.com Founder


+ (91) 9810541000

Mr. Arjun Guleria arjun@beamandwords.com Co-founder

ANNEXURE

WEEKLY LOGS

Weekly Activity Log


Week: 1 Date: 15-01-2018

Company : Beam & Words


Department : Content Writing
Reporting Manager : Vaishnavi Shivram

50
Please give a brief description about the responsibilities and tasks undertaken by you during this week.
(Please send this ever week without fail to your assigned mentor).

HOURS
DAYS OF THE WEEK DESCRIPTION OF INTERNS ACTIVITIES ISSUES FACED
COMPLETED

MONDAY Created content for Social Media for Perch Cafe, Khan Market 8 Time management

Created content for Instagram and Twitter handle for embassy of Peru 8 Writing for twitter,
TUESDAY
Press release for the brand Vanilla Moon with limited
characters allowed

WEDNESDAY Off - -

Postcard content of embassy of Peru 8 Writing content in


THURSDAY
Image copies for Sangam Courtyard maximum two-three
words

FRIDAY Postcard content of embassy of Peru ( Instagram and Twitter ) 8 -

OTHER (EXTRA
-
WORKING DAYS)

New Learning Experiences of this week: Building up crisp and creative content for brands in few words.

Self-Evaluation of This Week’s Performance (indicate by marking ‘x’):

DEMONSTRATED EXCEEDED MET EXPECTATIONS NEED TO WORK MUCH BELOW


EXCELLENCE EXPECTATIONS HARD EXPECTATIONS
x

Week: 2 Date: 22-01-2018

Company : Beam & Words


Department : Content Writing
Reporting Manager : Vaishnavi Shivram

Please give a brief description about the responsibilities and tasks undertaken by you during this week.
(Please send this ever week without fail to your assigned mentor).

HOURS
DAYS OF THE WEEK DESCRIPTION OF INTERNS ACTIVITIES ISSUES FACED
COMPLETED
MONDAY
Brainstormed content ideas for a new client, Thirsty beer. Helped in 8 -

51
building the social media plan and upcoming events for the brand.

Created content for Social Media for Fio cookhouse and bar. Content 8 -
TUESDAY
curation for Instagram and Twitter for the embassy of Peru in India.

Curated content for post copies for Embassy of Peru. Was the part of a 8 -
meeting where all the seniors discussed about how we can change the
WEDNESDAY
cliche way of writing content and how we take inspiration and come up
with good ideas.

Faced a problem
Wrote Post copies and Image copies for Sangam Courtyard. Edited a 8 while writing image
THURSDAY
pitch presentation to get a new client on board - OMA. copies, summarising
content in 2-3 words.

FRIDAY OFF - FOR REPUBLIC DAY

OTHER (EXTRA -
WORKING DAYS)

New Learning Experiences of this week: I learnt about how to handle a client. How to create a social
media plan, calender and how to review activities. I learnt about Google alerts as well, a really very useful
tool. Also, how to pitch a detailed plan to your client.

Self-Evaluation of This Week’s Performance (indicate by marking ‘x’):

DEMONSTRATED EXCEEDED MET EXPECTATIONS NEED TO WORK MUCH BELOW


EXCELLENCE EXPECTATIONS HARD EXPECTATIONS
x

Week: 3 Date: 29-01-2018

Company : Beam & Words


Department : Content Writing
Reporting Manager : Vaishnavi Shivram

Please give a brief description about the responsibilities and tasks undertaken by you during this week.
(Please send this ever week without fail to your assigned mentor).

HOURS
DAYS OF THE WEEK DESCRIPTION OF INTERNS ACTIVITIES ISSUES FACED
COMPLETED

52
Created content for Thirsty beer. Made pitch presentations to get new 8 -
MONDAY clients on board. Thought of a 12 month social media plan for OMA, a
new client.

Created an email newsletter for Perch Cafe, for their email marketing 8 -
TUESDAY
campaign. Created weekly social media plan for Sangam Courtyard.

Brainstormed content ideas for a new client, Thirsty beer. Helped in 8 -


building the social media campaign for Holi. Attended a weekly catch-up
WEDNESDAY
with Abhinav (Director) regarding the feedback on content written for
the clients.

Created content for embassy of Peru’s Instagram and Twitter handle. 8 -


THURSDAY Came up with article ideas for the blog of Hotel Ivate. Wrote content for
Barista’s newly launched products and recipes.

Helped in making the Social Media plan to get a new client on board - A 8 -
FRIDAY
wine brand, Fratelli.

OTHER (EXTRA -
WORKING DAYS)

New Learning Experiences of this week: Created content for new clients like Barista & Fratelli and learnt
about how to write differently for different brands. How brands speak differently.

Self-Evaluation of This Week’s Performance (indicate by marking ‘x’):

DEMONSTRATED EXCEEDED MET EXPECTATIONS NEED TO WORK MUCH BELOW


EXCELLENCE EXPECTATIONS HARD EXPECTATIONS
x

Week: 4 Date: 05-02-2018

Company : Beam & Words


Department : Content Writing
Reporting Manager : Vaishnavi Shivram

Please give a brief description about the responsibilities and tasks undertaken by you during this week.
(Please send this ever week without fail to your assigned mentor).

HOURS
DAYS OF THE WEEK DESCRIPTION OF INTERNS ACTIVITIES ISSUES FACED
COMPLETED
MONDAY

53
Curated content for Embassy of Peru, for their Amazon forest campaign. 8 -
Wrote promotional content for Instagram for brand Thirty ‘s event, (Post
copies and Image copies).

Came up with Social media campaigns and made a presentation for the 8 -
brand Thirstly. Replied to customer reviews on Trip advisor for Sangam
TUESDAY
courtyard. Created content for Sangam Courtyard’s February plan.
(Image copies & post copies for Instagram & Facebook).

Sat for two meetings. The first one was with the Social Media Team to 8 -
WEDNESDAY discuss the ideas for Fratelli Wine. The second meeting was with
Abhinav (Director), was a weekly catch up for content ideation for all our
clients.

Wrote Press release for Fio Cookhouse & Bar for their new menu and a 8 -
THURSDAY Press release for Fio Country & bar.

FRIDAY Wrote for Embassy of Peru’s social media campaign for February, 2018. 8 -

OTHER (EXTRA -
WORKING DAYS)

New Learning Experiences of this week: Building up creative social media plans and campaigns for
different brands. I learnt how to think for brand and treat brands like people. How to dig in the minute
details and curate a campaign out of it.

Self-Evaluation of This Week’s Performance (indicate by marking ‘x’):

DEMONSTRATED EXCEEDED MET EXPECTATIONS NEED TO WORK MUCH BELOW


EXCELLENCE EXPECTATIONS HARD EXPECTATIONS
x

Week: 5 Date: 12-02-2018

Company : Beam & Words


Department : Content Writing
Reporting Manager : Vaishnavi Shivram

Please give a brief description about the responsibilities and tasks undertaken by you during this week.
(Please send this ever week without fail to your assigned mentor).

HOURS
DAYS OF THE WEEK DESCRIPTION OF INTERNS ACTIVITIES ISSUES FACED
COMPLETED
MONDAY

54
Wrote a media invite for lunch & dinner at Fio Cookhouse & Bar. 8 -
Concept note for a event taking place at Nueva, Sangam Courtyard.

TUESDAY Came up with some social media contest ideas for Barista. 8 -

Researched for articles done on Peru by various Travel blogs. Came up 8 -


WEDNESDAY
with content ideas that can be posted and curated content for the same.

Discussed ideas for Thirsty beer’s event in collaboration Lbb (Dessert 8 -


THURSDAY
Bazaar).

FRIDAY Curated social media content for Embassy of Peru (Feb Plan). 8 -

OTHER (EXTRA -
WORKING DAYS)

New Learning Experiences of this week: Understood as to how to cater to the target audience on social
media. Understanding what kind of posts help in lead generation, more likes & comments and form plans
accordingly.

Self-Evaluation of This Week’s Performance (indicate by marking ‘x’):

DEMONSTRATED EXCEEDED MET EXPECTATIONS NEED TO WORK MUCH BELOW


EXCELLENCE EXPECTATIONS HARD EXPECTATIONS
x

Week: 6 Date: 19-02-2018

Company : Beam & Words


Department : Content Writing
Reporting Manager : Vaishnavi Shivram

Please give a brief description about the responsibilities and tasks undertaken by you during this week.
(Please send this ever week without fail to your assigned mentor).

HOURS
DAYS OF THE WEEK DESCRIPTION OF INTERNS ACTIVITIES ISSUES FACED
COMPLETED
MONDAY

55
Curated Social Media content for Sangam courtyard (FEB PLAN) and 8 -
Embassy of Peru.

TUESDAY Did the feb plan for Barista. 8 -

Was a part of a general catch - up to discuss campaign ideas for various 8 -


WEDNESDAY
clients like Embassy of Peru and Perch cafe.

Curated hash-tags for the Winter menu event at Perch Cafe, Curated 8 -
THURSDAY
online and offline marketing ideas for Embassy of Peru.

FRIDAY Wrote a Press note for SImona beer by Thirsty. 8 -

OTHER (EXTRA
-
WORKING DAYS)

New Learning Experiences of this week: Learnt to write a press note.

Self-Evaluation of This Week’s Performance (indicate by marking ‘x’):

DEMONSTRATED EXCEEDED MET EXPECTATIONS NEED TO WORK MUCH BELOW


EXCELLENCE EXPECTATIONS HARD EXPECTATIONS
x

Week: 7 Date: 26-02-2018

Company : Beam & Words


Department : Content Writing
Reporting Manager : Vaishnavi Shivram

Please give a brief description about the responsibilities and tasks undertaken by you during this week.
(Please send this ever week without fail to your assigned mentor).

HOURS
DAYS OF THE WEEK DESCRIPTION OF INTERNS ACTIVITIES ISSUES FACED
COMPLETED

56
MONDAY Curated content for Embassy of Peru’s February plan for it’s Aahar event. 8 -

Wrote for Barista’s Holi social media post. Idea-ted and researched PR 8 -
TUESDAY and Social media ideas for House A (A night club in Hyatt Regency).

WEDNESDAY Ideated and researched social media ideas for Hyat’s Holi campaign. 8 -

Researched for a client, Hotel Ivate, a hospitality consulting firm. 8 -


THURSDAY Discussed Social Media Ideas for the same and PR Ideas. Also, did the
same for Thirsty Beer’s next campaign as well.

FRIDAY Off for Holi. - -

OTHER (EXTRA
WORKING DAYS) -

New Learning Experiences of this week: -

Self-Evaluation of This Week’s Performance (indicate by marking ‘x’):

DEMONSTRATED EXCEEDED MET EXPECTATIONS NEED TO WORK MUCH BELOW


EXCELLENCE EXPECTATIONS HARD EXPECTATIONS
x

Week: 8 Date: 05-03-2018

Company : Beam & Words


Department : Content Writing
Reporting Manager : Vaishnavi Shivram

Please give a brief description about the responsibilities and tasks undertaken by you during this week.
(Please send this ever week without fail to your assigned mentor).

HOURS
DAYS OF THE WEEK DESCRIPTION OF INTERNS ACTIVITIES ISSUES FACED
COMPLETED

57
To write in a more
MONDAY Curated content for Hotel Ivate’s Social Media ( Insta & Twitter ) 8 technical language
for a hospitality firm.

Fratelli wines launched their new product range. Discussed and formed a 8
TUESDAY social media plan for their pre-launch event. Created a graphics grid for -
Instagram and wrote post copies for the same.

Wrote a concept note for Fratelli wines new range. General Catch-up 8 -
WEDNESDAY
with the head about the work progress.

THURSDAY Helped in a photo-shoot for Thirsty beer’s holi campaign. 8 -

Formed interview questions for Perch cafe’s Chef & Bartender for 8 -
FRIDAY content curation. Was a part of a group meeting to discuss about all the
clients.

OTHER (EXTRA
WORKING DAYS) -

New Learning Experiences of this week: -

Self-Evaluation of This Week’s Performance (indicate by marking ‘x’):

DEMONSTRATED EXCEEDED MET EXPECTATIONS NEED TO WORK MUCH BELOW


EXCELLENCE EXPECTATIONS HARD EXPECTATIONS
x

Week: 9 Date: 12-03-2018

Company : Beam & Words


Department : Content Writing
Reporting Manager : Vaishnavi Shivram

Please give a brief description about the responsibilities and tasks undertaken by you during this week.
(Please send this ever week without fail to your assigned mentor).

HOURS
DAYS OF THE WEEK DESCRIPTION OF INTERNS ACTIVITIES ISSUES FACED
COMPLETED

58
Curated content for Fratelli’s social media plan for it’s new product -
MONDAY
range, Jnoon. 8

TUESDAY Curated content for Perch Cafe’s Social Media Plan for March. 8
-

WEDNESDAY Wrote a concept note for Vanilla Moon’s spring/summer’18 collection. 8 -

THURSDAY Edited Peru’s Ahaar (social media plan). And wrote content for Peru’s 8 -
next plan for rest of March.

Curated content for Embassy of Peru’s next Social media plan for March. 8 -
FRIDAY Discussed social media ideas to get a new client on board, 70 mag for
their new web series - The Quote.

OTHER (EXTRA
WORKING DAYS) -

New Learning Experiences of this week: -

Self-Evaluation of This Week’s Performance (indicate by marking ‘x’):

DEMONSTRATED EXCEEDED MET EXPECTATIONS NEED TO WORK MUCH BELOW


EXCELLENCE EXPECTATIONS HARD EXPECTATIONS
x

Week: 10 Date: 19-03-2018

Company : Beam & Words


Department : Content Writing
Reporting Manager : Vaishnavi Shivram

Please give a brief description about the responsibilities and tasks undertaken by you during this week.
(Please send this ever week without fail to your assigned mentor).

HOURS
DAYS OF THE WEEK DESCRIPTION OF INTERNS ACTIVITIES ISSUES FACED
COMPLETED

59
MONDAY Wrote a monthly email newsletter for Perch Cafe. -
8

Discussed social media plan for limited product range for Junoon by 8
TUESDAY Fratelli wines. Wrote the talking points and selected the images for -
Thirsty beers summer campaign on social media (Insta & Facebook).

Made a pitch presentation for Vanilla moon’s new Spring/Summer’18 8 Face problems in
WEDNESDAY
collection. SWOT analysis.

Made a pitch presentation for Vanilla moon’s new Spring/Summer’18 8 Face problems in
THURSDAY
collection. Brand positioning.

Completed the pitch presentation for Vanilla moon’s new 8 -


FRIDAY
Spring/Summer’18 collection.

OTHER (EXTRA
WORKING DAYS) - - -

New Learning Experiences of this week: Learnt about ORM (Online reputation management) as to how
important it is. Learnt how to make a perfect pitch ppt for a client with proper research, facts, content and
everything. Applied everything learnt in college in the area of branding, marketing, advertising into a real
life project.

Self-Evaluation of This Week’s Performance (indicate by marking ‘x’):

DEMONSTRATED EXCEEDED MET EXPECTATIONS NEED TO WORK MUCH BELOW


EXCELLENCE EXPECTATIONS HARD EXPECTATIONS
x

Week: 11 Date: 26-03-2018

Company : Beam & Words


Department : Content Writing
Reporting Manager : Vaishnavi Shivram

Please give a brief description about the responsibilities and tasks undertaken by you during this week.
(Please send this ever week without fail to your assigned mentor).

HOURS
DAYS OF THE WEEK DESCRIPTION OF INTERNS ACTIVITIES ISSUES FACED
COMPLETED

60
Was a part of two meetings for two different clients, Thirsty Beers & -
Fratelli. Was a part of general catch-up with Abhinav (Founder) about 8
MONDAY
the progress for all the clients currently working on. Made a coverage
report for Junoon by Fratelli wines.

Wrote for Hotel Ivate’s Social Media Plan for April. Researched on The 8
TUESDAY Body Shop and discussed Social Media & PR ideas for the same, to get -
the brand on board. Wrote for Thirsty Beer’s Social Media Plan for April.

Pitched in PR & Event ideas for Etsy’s (a US based e-commerce website ) 8 -


WEDNESDAY launch in India to get the client on board. Worked on Peru’s social media
plan, for the end of March.

Wrote for Vanilla Moon’s website banners. Created a short social media 8 -
THURSDAY plan for Embassy of Peru (About Peruvian Food Recipes) and curated
content for the same.

FRIDAY Off for Good Friday. 8 -

OTHER (EXTRA
WORKING DAYS) -

New Learning Experiences of this week: -

Self-Evaluation of This Week’s Performance (indicate by marking ‘x’):

DEMONSTRATED EXCEEDED MET EXPECTATIONS NEED TO WORK MUCH BELOW


EXCELLENCE EXPECTATIONS HARD EXPECTATIONS
x

Week: 12 Date: 2-04-2018

Company : Beam & Words


Department : Content Writing
Reporting Manager : Vaishnavi Shivram

Please give a brief description about the responsibilities and tasks undertaken by you during this week.
(Please send this ever week without fail to your assigned mentor).

HOURS
DAYS OF THE WEEK DESCRIPTION OF INTERNS ACTIVITIES ISSUES FACED
COMPLETED

61
Wrote for Beam & Words website and social media, about hiring posts -
MONDAY and job postings. Curated content for Fratelli’s social media (The 8
upcoming plan for the end of March.)

Curated social media plan and wrote for Thirsty Beer’s event in 8
TUESDAY collaboration with Style Cracker. Was a part of the General catch-up to -
discuss about the progress of all the clients.

WEDNESDAY Off. 8 -

8 To write for a
Packaged ideas for Hotel Ivate’s website and social media platforms, hospitality firm
THURSDAY
made a presentation for the same and wrote the content for the same. without any knowing
Wrote a Press Release for Hyatt Regency’s dinner event - Coma A Casa. the framework of it.

Part of Peru’s discussion meeting. Researched and made a presentation 8 -


FRIDAY of packaging all my ideas for Peru’s Summer Campaign for social media
and event ideas & wrote for the same.

OTHER (EXTRA
WORKING DAYS) -

New Learning Experiences of this week: Learnt as to how to package ideas properly and make a proper
presentation for sending it out to the clients for approval.

Self-Evaluation of This Week’s Performance (indicate by marking ‘x’):

DEMONSTRATED EXCEEDED MET EXPECTATIONS NEED TO WORK MUCH BELOW


EXCELLENCE EXPECTATIONS HARD EXPECTATIONS
x

Week: 13 Date: 9-04-2018

Company : Beam & Words


Department : Content Writing
Reporting Manager : Vaishnavi Shivram

Please give a brief description about the responsibilities and tasks undertaken by you during this week.
(Please send this ever week without fail to your assigned mentor).

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HOURS
DAYS OF THE WEEK DESCRIPTION OF INTERNS ACTIVITIES ISSUES FACED
COMPLETED

Completed the Peru’s summer campaign for it’s social media. -


MONDAY
8

TUESDAY Wrote for Fratelli Wine’s next social media plan. 8


-

Researched for Fratelli’s new product launch, NOI. Made a presentation 8 -


WEDNESDAY
for the same to pitch it to the client.

Researched for Fratelli’s new product launch, NOI. Made a presentation 8 -


THURSDAY
for the same to pitch it to the client. Wrote for Perch’s next plan.

FRIDAY Wrote for Vanilla Moon’s Spring/Summer’18 collection. (Social Media) 8 -

OTHER (EXTRA
WORKING DAYS) -

New Learning Experiences of this week: -

Self-Evaluation of This Week’s Performance (indicate by marking ‘x’):

DEMONSTRATED EXCEEDED MET EXPECTATIONS NEED TO WORK MUCH BELOW


EXCELLENCE EXPECTATIONS HARD EXPECTATIONS
x

REFERENCING AND BIBLIOGRAPHY

Fig. 1 (a), (2018), Embassy of Peru [ONLINE]. Available at: https://twitter.com/peruinindia [Accessed 20
April 2018].

Fig. 1 (b), (2018), Embassy of Peru [ONLINE]. Available at: https://www.instagram.com/peruinindia/


[Accessed 20 April 2018].

Fig.1(c), (2018), Embassy of Peru [ONLINE]. Available at: https://www.instagram.com/peruinindia/


[Accessed 20 April 2018].

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Fig. 2 (a), (2018), Sangam Courtyard [ONLINE]. Available at:
https://www.instagram.com/sangamcourtyard/ [Accessed 20 April 2018].

Fig. 2 (b), (2018), Sangam Courtyard [ONLINE]. Available at:


https://www.instagram.com/sangamcourtyard/ [Accessed 20 April 2018].

Fig. 2 (c), (2018), Sangam Courtyard [ONLINE]. Available at:


https://www.instagram.com/sangamcourtyard/ [Accessed 20 April 2018].

Fig. 3 (a), (2018), Fio Cookhouse & Bar [ONLINE]. Available at:
https://www.facebook.com/FIOCookhouseAndBar/ [Accessed 20 April 2018].

Fig. 3 (b), (2018), Fio Cookhouse & Bar [ONLINE]. Available at:
https://www.facebook.com/FIOCookhouseAndBar/ [Accessed 20 April 2018].

Fig. 3 (c), (2018), Fio Cookhouse & Bar [ONLINE]. Available at:
https://www.facebook.com/FIOCookhouseAndBar/ [Accessed 20 April 2018].

Fig. 4 (a, b, c, d, e, f), (2018), Sangam Courtyard [ONLINE]. Available at:


https://www.facebook.com/sangamcourtyard/ [Accessed 20 April 2018].

Fig. 5 (a, b, c, d, e, f), (2018), Barista [ONLINE]. Available at:


https://www.facebook.com/BaristaCoffeeCompany/ [Accessed 20 April 2018].

Fig. 6 (a, b, c, d, e, f), (2018), Sangam Courtyard [ONLINE]. Available at:


https://www.facebook.com/sangamcourtyard/ [Accessed 20 April 2018].

Fig. 8 (a, b, c, d), (2018), Fratelli Wines [ONLINE]. Available at:


https://www.facebook.com/Fratelli.Vineyard/ [Accessed 20 April 2018].

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