Instamojo Content Guidelines

ABOUT

Instamojo is a growth gateway powering over a million small and medium businesses in India with payments and e-commerce tools.

AUDIENCE

Who we create content for? 

We create content for SMEs in India that are spread across sectors like:

• Travel
• Education 
• Freelancers
• Hobbyists
• Professionals
• Startups 
• Youtubers and content creators

BOILERPLATE

This description should be used consistently throughout any press releases or guest blog posts.

Instamojo is India’s fastest growing on-demand payments and e-commerce platform that enables over 1,000,000 small businesses and startups to build, manage and grow their business online. Instamojo today powers 10% of the digitally active MSMEs in India and enables growth for 1 out of every 100 small businesses in the country.

VOICE & TONE

This is all about our brand’s personality. 

• The voice of Instamojo is simple, India-friendly English.
• We use British English in both product and marketing copy
• The tone is non-intimidating, friendly, and formal
• We are growth enablers and therefore use language that is:
• Clear
• Appropriate
• Useful
• Human

Other pointers to keep in mind:

• Use active voice

• Avoid jargon
• Write positively
• Write in plain English
• Keep it honest and crisp
• Never be condescending 
• Use dry humour with context
• Speak B2B

SPECIFIC PREFERENCES

• Use Oxford Comma
• Never put full stops in lists
• Use sentence case (the first letter of a sentence is capitalized when writing product copy)
• Use Title Case for Headlines 
• Use AP style for blogs
• Spell out a number when it begins in a sentence. Otherwise, use the numeral. This includes ordinals.
• Use camelcase for product names (mojoXpress, mojoCapital)
• Generally, spell out the day of the week and the month. Abbreviate only if space is an issue in the app.

(Saturday, January 24)

(Sat., Jan. 24)

• Use % , - symbols
• Use ₹ when signifying the amount
• Use numerals and am or pm, with a space in between

Key: Here’s a guide to what each case looks like
Key: Here’s AP style guide for copy

POINT OF VIEW?

We write in the first person. Always use sentences like “We help you grow your business”