How brochure copy made people want to sit in a car before they'd seen it in person.
How brochure copy made people want to sit in a car before they'd seen it in person.
How brochure copy made people want to sit in a car before they'd seen it in person.
The Brief
Citroën India, the Indian arm of the iconic French automaker, approached us during the launch of two key products: a hatchback in one of India’s most competitive segments and an EV aimed at a largely untapped market. Our role was to craft showroom brochures that could communicate the brand’s promise and sell the product before a salesperson stepped in.
Industry
Automotive
Services
Print · Brochure · Copywriting · Content Strategy · Long-form Content
Category
A French automaker, in one of the most competitive car markets in the world
Client
CITROËN
The Challenge
A brochure is one of the trickiest formats in the automotive sector, and trickier still for a new entrant. People don't read brochures in order, they flip, they jump, they land on page nine before page two. Every spread has to hook a reader in and reinforce the purchase, regardless of where they started. Layered on top of that, the Indian entry-level segment is ferocious, and a French brand selling on comfort and design has to justify itself fast in a category that usually shops on mileage. The EV added a second problem — most Indian buyers weren't asking which EV to get, they were asking whether to get one at all. The brochure had to sell a car and quietly educate a buyer at the same time.
The Brief
Citroën India, the Indian arm of the iconic French automaker, approached us during the launch of two key products: a hatchback in one of India’s most competitive segments and an EV aimed at a largely untapped market. Our role was to craft showroom brochures that could communicate the brand’s promise and sell the product before a salesperson stepped in.
Industry
Automotive
Services
Print · Brochure · Copywriting · Content Strategy · Long-form Content
Category
A French automaker, in one of the most competitive car markets in the world
Client
CITROËN
The Challenge
A brochure is one of the trickiest formats in the automotive sector, and trickier still for a new entrant. People don't read brochures in order, they flip, they jump, they land on page nine before page two. Every spread has to hook a reader in and reinforce the purchase, regardless of where they started. Layered on top of that, the Indian entry-level segment is ferocious, and a French brand selling on comfort and design has to justify itself fast in a category that usually shops on mileage. The EV added a second problem — most Indian buyers weren't asking which EV to get, they were asking whether to get one at all. The brochure had to sell a car and quietly educate a buyer at the same time.
The Brief
Citroën India, the Indian arm of the iconic French automaker, approached us during the launch of two key products: a hatchback in one of India’s most competitive segments and an EV aimed at a largely untapped market. Our role was to craft showroom brochures that could communicate the brand’s promise and sell the product before a salesperson stepped in.
Industry
Automotive
Services
Print · Brochure · Copywriting · Content Strategy · Long-form Content
Category
A French automaker, in one of the most competitive car markets in the world
Client
CITROËN
The Challenge
A brochure is one of the trickiest formats in the automotive sector, and trickier still for a new entrant. People don't read brochures in order, they flip, they jump, they land on page nine before page two. Every spread has to hook a reader in and reinforce the purchase, regardless of where they started. Layered on top of that, the Indian entry-level segment is ferocious, and a French brand selling on comfort and design has to justify itself fast in a category that usually shops on mileage. The EV added a second problem — most Indian buyers weren't asking which EV to get, they were asking whether to get one at all. The brochure had to sell a car and quietly educate a buyer at the same time.
THE WORK
Between 250 and 300 long-form articles for Head & Shoulders India over a two-year content programme. Dandruff explainers, scalp health guides, alternative-remedy investigations, ingredient breakdowns, lifestyle and workout pieces, sleep and hair health, misconception myth-busters, the full ecosystem of what people actually search for when their scalp is what's on their mind.
Between 250 and 300 long-form articles for Head & Shoulders India over a two-year content programme. Dandruff explainers, scalp health guides, alternative-remedy investigations, ingredient breakdowns, lifestyle and workout pieces, sleep and hair health, misconception myth-busters, the full ecosystem of what people actually search for when their scalp is what's on their mind.
THE OUTCOME
By the end of the programme, Head & Shoulders dominated the search results for dandruff and the surrounding keyword ecosystem in India. When millions of people typed their question into a search bar, whether it was about the ailment itself, or about the lemon they were considering using on it, the brand was already there with the answer. Credible, useful, and built on actual research.
For us, it was a reminder that SEO content doesn't have to be a compromise. Done properly, the version that ranks and the version that respects the reader are the same version. You just have to be willing to do the work.
By the end of the programme, Head & Shoulders dominated the search results for dandruff and the surrounding keyword ecosystem in India. When millions of people typed their question into a search bar, whether it was about the ailment itself, or about the lemon they were considering using on it, the brand was already there with the answer. Credible, useful, and built on actual research.
For us, it was a reminder that SEO content doesn't have to be a compromise. Done properly, the version that ranks and the version that respects the reader are the same version. You just have to be willing to do the work.
Let's Connect
We've been waiting
for a brief like yours.
We say that to everyone. We mean it every time.
Let's Connect
We've been waiting
for a brief like yours.
We say that to everyone. We mean it every time.
Let's Connect
We've been waiting
for a brief like yours.
We say that to everyone. We mean it every time.