MY MIRRORAN AGENCY SUES A COPYWRITER (AN APPLICANT) FOR WRITING A WHACKY INTRODUCTION.

well known Ad agency has filed a Alawsuit against a

trainee copywriter for dishing out a strange introduction about him.

Copywriter was completely unaware of the surprise that he was in for. Spokesperson for the ad agency has decided to keep silent on the incident.

CREATING NEWS SINCE 1987Reflecting my ideas and me

OFFER LETTER

Dear Anurag,

We are pleased to offer you a position of Junior Copywriter with us. We trust

that your knowledge, skills and experience will be among our most valuable

assets.

Should you decide to accept this offer, you are required to complete certain

joining formalities as a part of our recruitment process.

Please refer to subsequent annexure attached herewith to understand the

process.

We hope that you'll accept this job offer and look forward to welcoming you

onboard.

Regards,

Creative Director

MY MIRROR

My colorful life- From editor’s desk

Anurag Shukla

A creative and adventurous bloke, who's passionate about life, copywriting and music…not necessarily in that order.

Snapshot

Worked as a copywriter with NetBiz, an online ad agency

Trained at Ogilvy & Mather (O&M)

Singularly works wonder, collectively creates magic

Bachelors in Mass Media from Mumbai University

Work Experience

1. Currently working at 'Thought Trains' as a Copywriter

2. NetBiz Systems Pvt Ltd. (May'09- September'09)

Job Profile - Copywriter

Job Responsibilities

Creating copy for variety of websites

Worked on Viral advertisements for various brands

? Creating website sitemaps and wireframes

? Working on Pitch Cases

Brands Worked On: - Godrej, Century Ply, Lays, Kingfisher, Tata Salt, Arrow

3. Ogilvy & Mather (June'07-Aug'07)

Job Profile - Trainee Copywriter

Job Responsibilities

Oh! You mean my daily chores…well, just slaving around like getting a cup of coffee for my CD, giving into his whims and

fancies. Although I was encouraged to do the following…

? Ideating for 360 creative solutions

? Scripting of Print ads, Radio ads and TVCs

Continued on page no. 3

Brands Worked On - Cadbury, Taj Tea (Hindustan Unilever), Save Tiger Foundation (PSA)

Educational Achievements

1. Was happy and elated on scoring FIRST CLASS (67%) in Bachelors in Mass Media (Advertising) from Mumbai

University…and suddenly it dawned upon me that 50% was the passing percentage.

2. HSC Passed from the prestigious Kendriya Vidyalaya Fort Williams, Kolkata

In times where everything you wear and do is a reflection of your personality, your shoes speak a lot about your character.

Gone are the days when polishing your shoes and mak ing them sh ine to perfection was a ritual. Keeping in mind the busy lifestyle that everyone lives in the city,

Kiwi has been phenomenal in making the shoe shine job a matter of few seconds. It's as simple as taking a look at Kiwi show shine and lo behold! your shoes are polished.

RANDOM

Kiwi, an old player but shine new as ever.

MY MIRROR

Chanting new Mantras: Tantra

fter revolutionizing the traditional outlook of Indian youth Tantra has recently gone through the very Afamous 'Brand surgery'. With an all new look Tantra

has set out to touch people of different age groups and different walks of life. “Our target is to bring back Indian religions and traditions in forefront and to make it every Indian's first apparel choice” said Managing Director of Tantra in a press release.

The CEO of Tantra further added “we want Tantra to be every Indian's prized possession, may it be male or female. Tradition lives in our hearts and is above any gender discrimination and so is Tantra.”

It is also believed that Tantra will soon launch its new range of T-shirts 'Galti hai par chaltti hai', which will showcase infamous contemporary Indian scenario, the functioning and glitches our Indian system comes with.

With a concept that's sure to catch attention of every Indian around, Tantra surely looks all decked up to mesmerize people with its new mantra.

See next page

VISUAL:

A vibrant & colorful rangoli made using Tantra

t-shirts as props

POSITIONING STATEMENT:

Traditionally Cool

VISUAL:

Various yoga positions depicted

using Tantra T-shirts as props

POSITIONING STATEMENT:

Traditionally Cool

VISUAL:

Various yoga positions depicted using

Tantra T-shirts as props

POSITIONING STATEMENT:

Traditionally Cool

TRADITIONALLY COOL (HOARDING)

TRADITIONALLY COOL(MAGAZINE) TRADITIONALLY COOL(MAGAZINE)

VISUAL:

A Scene from Mahabharata. Gopika's are

bathing in water.

Krishna is hiding behind trees, watching

them with their clothes piled in his hand.

POSITIOINING STATEMENT:

Traditionally Cool

VISUAL:

Hanuman is wearing Tantra t-shirt with a

heart imprinted on it.

The heart shows Ram and Sita in it.

Hanuman is shown as if opening his

chest to reveal the heart.

POSITIONING STATEMENT:

Traditionally Cool

VISUAL:

Lord Krishna and Radha standing in

Vrindavan. Krishna is wearing a Blue

Tantra t-shirt.

The hem of the t-shirt is tied in a knot on

his waist with his flute tucked in to the knot.

POSITIONING STATEMENT:

Traditionally Cool

VISUAL:

Lord Vishnu wearing a Tantra t-shirt with

'My Avataar' written on it.

The T-shirt has pictures of all avatars of

Vishnu (Ram, Krishna, Narad, Dattatraya

etc)

POSITIONING STATEMENT:

Traditionally Cool

TRADITIONALLY COOL(MAGAZINE) TRADITIONALLY COOL(MAGAZINE)

VISUAL:

Lord Vishnu wearing a Tantra t-shirt with

'My Avataar' written on it.

The T-shirt has pictures of all avatars of

Vishnu (Ram, Krishna, Narad, Dattatraya

etc)

POSITIONING STATEMENT:

Traditionally Cool

VISUAL:

Brahma, Vishnu, Mahesh (shiv) standing

in heaven, wearing Tantra t-shirt.

Wordings 'Masters of the universe'

displayed below the visual.

POSITINING STATEMENT:

Traditionally Cool

VISUAL: Lord Shiv wearing a Tantra t-

shirt with 'My Avataar' written on it.

The T-shirt has pictures of all avatars of

Shiv (Hanuman, Shankara, Durvasa,

Virabhadra)

POSITIONING STATEMENT:

Traditionally Cool

VISUAL:

Durga shown seated on her lion, killing

Mahishasur

. She is wearing a Tantra t-shirt. Wordings

'Girl power' displayed below the visual.

POSITIONING STATEMENT:

Traditionally Cool

GALTI HAI PAR CHALTI HAI (HOARDING) GALTI HAI PAR CHALTI HAI (HOARDING)

VISUAL:

Copy statement 'Yaha thookna mana hai'…Paan spit on the words mana hai

POSITIONING STATEMENT:

Galti hai par chalti hai

VISUAL: Copy statement 'Yaha susu karna mana hai'…man urinating on the

words mana hai

POSITIONING STATEMENT: Galti hai par chalti hai

VISUAL:

Copy statement 'Yaha khachra fekna mana hai'…garbage on the words mana hai

POSITIONING STATEMENT:

Galti hai par chalti hai

ARROW ARROW (CONCEPT DESCRIPTION)

Arrow tells people NOT TO BUY Arrow shirts

rrow is sure to catch eyes of lot of people across the

country. Arrow, considered a premier brand in men's

apparel has launched its new range of shirts 'Arrow AAnti-wrinkle shirts'.

Well undoubtedly this new range is a class apart and so is its

advertising strategy. With this ad campaign Arrow becomes the first

apparel brand that is mudslinging itself.

Arrow is excited about this campaign as they believe that this

campaign will certainly bring attention to them and take apparel

industry to another level.

Visual:

The visuals in the ads show an Arrow Shirt with creases

all over it. To a normal eye they appear as normal creases,

however they are formed with minute texts. These texts are

statements indicating a man's achievements and success in

his life.

A magnifying glass is shown magnifying one part of the

wrinkle.

Headline:

Wrinkles tell stories of your success

Positioning Statement:

Take pride in your wrinkles.

ARROW(MAGAZINE) ARROW(MAGAZINE)

TAKE PRIDE IN YOUR WRINKLES!

do not buy Arrow Anti-wrinkle shirts

TAKE PRIDE IN YOUR WRINKLES!

do not buy Arrow Anti-wrinkle shirts

TAKE PRIDE IN YOUR WRINKLES!

do not buy Arrow Anti-wrinkle shirts

ARROW(MAGAZINE) GULF MEDICAL UNIVERSITY

Books are bygone” say students from across the world and Gulf Medical University seconds.

Gulf Medical University(GMU), may not have a century long legacy

however, it has produced a lot of successful doctors and surgeons

since its inception.

Gauging contemporary needs of students, Gulf Medical

University(GMU) has re-branded itself giving itself a fresher outlook

towards world of education. However, strongly believing in their basics

and deeply rooted philosophies of practical learning Gulf Medical

University(GMU) looks forward to impart knowledge that makes its

students a breed apart!

TAKE PRIDE IN YOUR WRINKLES!

do not buy Arrow Anti-wrinkle shirts

Books are bygone” say students from across the world and Gulf Medical University seconds.

ulf Medical University(GMU), may not have a century

long legacy however, it has produced a lot of Gsuccessful doctors and surgeons since its inception.

Gauging contemporary needs of students, Gulf Medical

University(GMU) has re-branded itself giving itself a fresher outlook

towards world of education. However, strongly believing in their basics

and deeply rooted philosophies of practical learning Gulf Medical

University(GMU) looks forward to impart knowledge that makes its

students a breed apart!

GULF MEDICAL UNIVERSITYARROW(MAGAZINE)

GULF MEDICAL UNIVERSITY

It's complicated to diagnose the

right problem. Now imagine doing it

with time playing against you.

In medical world doing your job meticulously with 100 percent precision and precaution does not necessarily mean 100 percent success. There are times that not only demand you to be equipped with knowledge but also implement it with conviction.

Understanding this necessity, we at GMU have taken education to another level giving you hands on experience of the medical world.

Experiential learning

For any inquiries please contact us at:www.gmu.comPhone: (+971 6) 7431383Postal Address: P.O. Box : 4184 Ajman, United Arab Emirates.

__________________

00:0200:0100:00

00:0200:0100:00

Performing an operation is a critical feat.

Now imagine doing it under this much light.

Being a doctor means much more than performing operations in operation theaters and treating patients in a well equipped hospital. Medical emergencies can come at the most unexpected times and at the most unexpected places.

That is why our course curriculum is diligently designed to impart pragmatic learning, preparing you for realities of surreal situations.

Experiential learning

For any inquiries please contact us at:www.gmu.comPhone: (+971 6) 7431383Postal Address: P.O. Box : 4184 Ajman, United Arab Emirates.

____________________

GULF MEDICAL UNIVERSITY

GULF MEDICAL UNIVERSITY THE HEALTH CLUB

Medical advancements have contributed a lot towards making a doctor's job easy. However, it's the uncertainties that makes each day different. And when you are dealing with saving lives, you can't afford to go wrong.

We at Gulf Medical University equip you with comprehensive learning experience that prepares you for such uncertainties.

For any inquiries please contact us at:www.gmu.comPhone: (+971 6) 7431383Postal Address: P.O. Box : 4184 Ajman, United Arab Emirates. Experiential learning

It requires undivided attention to listen to

where every other sound is a distraction.fading beats, now imagine focusing on them

Recent studies show that excuses are the heaviest in calorie count!

ecently doctors and psychiatrists in Harvard

School have been researching on the art that

goes behind the science of losing body fat. And Rtheir several months old study has come to a conclusion that

more than anything it's these mundane excuses that contribute

to those extra pounds that deposit around us like an extra tyre.

A newly launched gym 'The Health Club' with an aim to

promote fitness and health has developed a campaign strategy

that caters to people across all segments.

The campaign is eye catching and picks up situations from our

daily lives. It is astonishing to realize how excuses can be so

silly and how easy it is to overcome them.

Checkout the campaigns in next few pages…

THE HEALTH CLUB (VERSION 1)

Your excuse for not going to the gym

can make you lose a lot, especially your

WEIGHT.

What's your excuse? Do let us know. If we find it totally offbeat, you get 3 month membership absolutely FREE.

Yeah, excuses do pay sometimes.

---------------------------------------I hate going to gym but I can't because----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

THC

he

ealth

lub

Log on to

Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134. W: www.heathclub.com

www.thehealthcclub.com thehealthclub@gmail.comor email us at

Weather forecast predicted heavy rains today

And I don't have an umbrella

Excuse #18

Your excuse for not going to the gym

can make you lose a lot, especially your

WEIGHT.

What's your excuse? Do let us know. If we find it totally offbeat, you get 3 month membership absolutely FREE.

Yeah, excuses do pay sometimes.

---------------------------------------I hate going to gym but I can't because----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

THC

he

ealth

lub

Log on to

Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134. W: www.heathclub.com

www.thehealthcclub.com thehealthclub@gmail.comor email us at

Excuse #34

My favorite actress got married

Need some time alone today

THE HEALTH CLUB(VERSION 1)

THE HEALTH CLUB(VERSION 1)

Man on the television told me to stay tuned!

So, can't go today

Your excuse for not going to the gym

can make you lose a lot, especially your

WEIGHT.

What's your excuse? Do let us know. If we find it totally offbeat, you get 3 month membership absolutely FREE.

Yeah, excuses do pay sometimes.

---------------------------------------I hate going to gym but I can't because----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

THC

he

ealth

lub

Log on to

Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134. W: www.heathclub.com

www.thehealthcclub.com thehealthclub@gmail.comor email us at

Excuse #34

What's number today will be out of list tomorrow!1Excuses! A source of escapism tried and tested over the years. Well known for giving respite

in the most unwanted situations. The best part, they are always in circulation. You don't need

to carry it in an expensive handbag, nor in a designer briefcase. Just nudge your brains and

get as many as you want.

Between the 'real you' and the 'ideal you' stands this 'Great wall of Excuses'.

It's time to get over these excuses before they get over you.

st1 EXCUSE: Got up late.

What's your excuse? Do let us know. If we find it totally unusual…we will make sure that it's off

Log on to

Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134.

www.thehealthcclub.com thehealthclub@gmail.comor email us at

Can't gym today because

THC

heealthlub

THE HEALTH CLUB (VERSION 2)

THE HEALTH CLUB(VERSION 2) THE HEALTH CLUB (VERSION 2)

Number is the first looser so let it loose out from your 2Excuses! A source of escapism tried and tested over the years. Well known for giving respite

in the most unwanted situations. The best part, they are always in circulation. You don't need

to carry it in an expensive handbag, nor in a designer briefcase. Just nudge your brains and

get as many as you want.

Between the 'real you' and the 'ideal you' stands this 'Great wall of Excuses'.

It's time to get over these excuses before they get over you.

nd2 EXCUSE: Alarm didn’t ring.

What's your excuse? Do let us know. If we find it totally unusual…we will make sure that it's off

Log on to

Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134.

www.thehealthcclub.com thehealthclub@gmail.comor email us at

Can't gym today because

THC

heealthlub

THE HEALTH CLUB(VERSION 2) THE HEALTH CLUB CAMPAIGN 2)

Your verbal diarrhea can have serious consequences!

he saying often goes that the Pen is mightier than the sword.

However, what about the spoken word? Do we ever think of the

words that are shot of our mouth? Words once spoken are like Tan arrow shot off a bow, one that cannot be taken back. And maybe that's

why it is very important to have a check on what are you saying and to

whom. Nobody likes to hear nonsense and specifically it is that extra bit

which is always annoying and makes people lose interest in you. Likewise

nobody gets pleasure from that extra flab, may it be on him/herself or on

somebody else.

Fat is as redundant as those extra words in a conversation. The more you

have it, the more people lose interest.

An ad campaign for a gym 'The Health Club' has caught this nerve to

motivate people to attend gym and get back in shape.

Number is slow in pace, don’t let it enter the race.3Excuses! A source of escapism tried and tested over the years. Well known for giving respite

in the most unwanted situations. The best part, they are always in circulation. You don't need

to carry it in an expensive handbag, nor in a designer briefcase. Just nudge your brains and

get as many as you want.

Between the 'real you' and the 'ideal you' stands this 'Great wall of Excuses'.

It's time to get over these excuses before they get over you.

rd3 EXCUSE: Not in the mood.

What's your excuse? Do let us know. If we find it totally unusual…we will make sure that it's off

Log on to

Fitness Complex, Lower Parel. Mumbai-400018. T:3200 2134.

www.thehealthcclub.com thehealthclub@gmail.comor email us at

Can't gym today because

THC

heealthlub

THE HEALTH CLUB(CAMPAIGN 2) THE HEALTH CLUB (CAMPAIGN 2)

I love you my darling. And I can do anything to prove my love for you.

I love you my darling and you know it's true. I can go to any extent to prove my love for you. I can

jump from 100th floor of a building, swim oceans, cross forest of thorns, just for you. I am sure you

are born only for me and I am only for you.

I love you my darling and you know it's true. I can go to any extent to prove my love for you. I can jump from 100th floor of a building, swim oceans, cross forest of

thorns, just for you. I am sure you are born only for me and I only for you. I love you so much ! I will also cook food for you, walk your dog, bath him. Also I am good

with kids, I know when to change diapers…

I love you my darling and you know it's true. I can go to any extent to prove my love for you. I can jump from 100th floor of a building, swim oceans, cross forest of

thorns, just for you. I am sure you are born only for me and I only for you. I love you so much ! I will also cook food for you, walk your dog, bath him. Also I am good

with kids, I know when to change diapers…

LEARN THE ART OF PROPOSINGWhat to say & how to say.

It's the extra bit which is why people lose interest.THC

heealthlub

Sir, this is the limited edition Electrolux vacuum cleaner. You can get it only for Rs. 1500 plus free service for 2 years.

Sir, this is the limited edition Electrolux vacuum cleaner. You can get it only for Rs. 1500 plus free service for 2 years, if you buy it right now. It can

clean any kind of dirt.

Sir, this is the limited edition Electrolux vacuum cleaner. You can get it only for Rs. 1500 plus free service for 2

years, if you buy it right now. It can clean any kind of dirt. Sir, with this vacum cleaner, I don't think you need to depend on your maid any longer. This deal is simply

irresistible as this cleaner cleans the floor so well that you actually don't need any mopping…

Sir, this is the limited edition Electrolux vacuum cleaner. You can get it only for Rs. 1500 plus free service for 2

years, if you buy it right now. It can clean any kind of dirt. Sir, with this vacum cleaner, I don't think you need to depend on your maid any longer. This deal is simply

irresistible as this cleaner cleans the floor so well that you actually don't need any mopping…

HOW TO DO THE GREAT SELLING ACT!

What sells & what does not.

It's the extra bit which is why people lose interest.THC

heealthlub

THE HEALTH CLUB(CAMPAIGN 2) THE HEALTH CLUB (CAMPAIGN 2) TVC

I love you my darling. And I can do anything to prove my love for you.

I love you my darling and you know it's true. I can go to any extent to prove my love for you. I can

jump from 100th floor of a building, swim oceans, cross forest of thorns, just for you. I am sure you

are born only for me and I am only for you.

I love you my darling and you know it's true. I can go to any extent to prove my love for you. I can jump from 100th floor of a building, swim oceans, cross forest of

thorns, just for you. I am sure you are born only for me and I only for you. I love you so much ! I will also cook food for you, walk your dog, bath him. Also I am good

with kids, I know when to change diapers…

I love you my darling and you know it's true. I can go to any extent to prove my love for you. I can jump from 100th floor of a building, swim oceans, cross forest of

thorns, just for you. I am sure you are born only for me and I only for you. I love you so much ! I will also cook food for you, walk your dog, bath him. Also I am good

with kids, I know when to change diapers…

LEARN THE ART OF PROPOSINGWhat to say & how to say.

It's the extra bit which is why people lose interest.THC

heealthlub

TVC Script for Ad 1

THE ART OF PROPOSING

Scene 1: (Retro dressing) A girl and a boy running from opposite ends

approaching each other. The guy is holding rose in his hand.

Scene 2: They are standing in front of each other as the girl speaking to the

guy.

Jill: “I love you my darling. And I can do anything to prove my love for you.”

Jack: (Completely in love) Yes Merry, I love you too. Let's get married.

(Fade out)

Scene 1: (Retro dressing) A girl and a boy running from opposite ends

approaching each other. The guy is holding rose in his hand.

Scene 2: They are standing in front of each other as the girl speaking to the

guy.

CONTD.

SITUATION 1:

Dialogue:

SITUATION 2:

THE HEALTH CLUB(CAMPAIGN 2)TVC THE HEALTH CLUB CAMPAIGN 2)TVC

Dialogue:

Jill: “I love you my darling and you know it's true. I can go to any extent to

prove my love for you. I can jump from 100th floor of a building, swim

oceans, cross forest of thorns just for you. I am sure you are born only for

me and I only for you.”

John: (hiding embarrassment) Yeah Jill. I know how much you love me. I

think we should get married.

(Fade out)

Scene 1: (Retro dressing) A girl and a boy running from opposite ends

approaching each other. The guy is holding rose in his hand.

Scene 2: They are standing in front of each other as the girl speaking to the

guy.

CONTD.

SITUATION 3:

Dialogue:

Jill: I love you my darling and you know it's true. I can go to any extent to

prove my love for you. I can jump from 100th floor of a building, swim

oceans, cross forest of thorns just for you. I am sure you are born only for

me and I only for you. I love you so much! I will also cook food for you,

walk your dog, bath him. Also I am good with kids, I know when to

change diapers…

John: Intervenes. (Embarrassed and uncomfortable) okay…Yeah… I got to

go now. Will call you baby. (Still in love though)

Fade out

Text appears: It's that extra bit which is why people lose interest.

Gym name and contact information follows.

CONTD.

THE HEALTH CLUB(CAMPAIGN 2)TVC THE HEALTH CLUB CAMPAIGN 2)TVC

Dialogue:

Saleswoman: Sir, this is the limited edition Electrolux vacuum cleaner. You

can get it only for Rs. 1500 plus free service for 2 years, if you buy it

right now. It can clean any kind of dirt.

Man (customer): (Suspicious yet interested) Oh, is it! I am sure there is a

catch. Let me have a look. Then I will decide.

(Fade out)

Scene 1: A middle age man opens the door to see this beautiful looking

female who is a saleswoman and holding a vacuum cleaner in her hand.

Scene 2: They are standing in front of each other as the saleswoman is

speaking to the guy.

CONTD.

SITUATION 3:

THE GREAT SELLING ACT

Scene 1: A middle age man opens the door to see this beautiful looking

female who is a saleswoman and holding a vacuum cleaner in her hand.

Scene 2: They are standing in front of each other as the saleswoman is

speaking to the guy.

Saleswoman: Sir, this is the limited edition Electrolux vacuum cleaner. You

can get it only for Rs. 1500 plus free service for 2 years.

Man (customer): (Excited and eager) Great! Just for 1500! Please come

inside. Can I see a live demonstration?

(Fade out)

Scene 1: A middle age man opens the door to see this beautiful looking

female who is a saleswoman and holding a vacuum cleaner in her hand.

Scene 2: They are standing in front of each other as the saleswoman is

speaking to the guy.

CONTD.

SITUATION 1:

Dialogue:

SITUATION 2:

THE HEALTH CLUB(CAMPAIGN 2)TVC PUBLIC SURVICE ADS

Dialogue:

Saleswoman: Sir, this is the limited edition Electrolux vacuum cleaner. It

cleans all kinds of dirt. You can get it only for Rs. 1500 plus free service for

2 years, if you buy it right now. It can clean any kind of dirt. Sir, with this

vaccum cleaner, I don't think you need to depend on your maid any longer.

This deal is simply irresistible as this cleaner cleans the floor so well that

you actually don't need any mopping…

Man (customer): Intervenes. (Bored and uninterested) eh…Okay. I think I am

good with a broom. Thanks anyway.

Camera fades out

Text appears: It's that extra bit which is why people lose interest.

Gym name and contact information follows.

PUBLIC SURVICE ADS PUBLIC SURVICE ADS

PUBLIC SURVICE ADS PUBLIC SURVICE ADS