How to build a socially relevant brand

How to build a socially relevant brand

Originally published in Brand Equity, The Economic Times, July 20, 2016. Back in 2008, during the early days of social media—Twitter was just 2 years old and Facebook had opened its membership to anyone only in 2006—I recall suggesting to a marketing head of the Indian arm of an MNC that he should start blogging. He told me, “But Karthik,… Read more →

It was Taran Adarsh's birthday yesterday. He received 175 birthday cards!

It was Taran Adarsh’s birthday yesterday. He received 175 birthday cards!

It was Taran Adarsh’s birthday yesterday. He received 175 birthday cards! Now, interestingly, I do not live in the same house as Taran. I don’t even work in the same office as Taran. But I do know he got 175 birthday cards. The whole world does. How, you ask? He got those wishes (equivalent of a birthday card in the… Read more →

Die, gamed trends of Twitter... DIE!

Die, gamed trends of Twitter… DIE!

Had tweeted about this earlier today. Tons of queries followed. So, here’s some more context. The standard operating procedure for any ‘gamed’ trend on Twitter involves a mail from an agency. Like this (source). Then, an army tweets one or more of those tweets. Tada… trend happens! I’m sure the fee is higher if the agency sends only the hashtag… Read more →

A conversation around the ethical and moral angles of the Tanmay Bhat controversy

A conversation around the ethical and moral angles of the Tanmay Bhat controversy

A conversation around the ethical, moral and possibly legal angles of the Tanmay Bhat, Sachin Tendulkar, Lata Mangeshkar and Snapchat controversy. I thought the video was terribly juvenile. What are my options? Your options? Are you Lata Mangeshkar? Or Sachin Tendulkar? Or Vinod Kambli? Or Virat Kohli? No, I’m not one of those 4. I’m just a decent Indian and… Read more →

All LinkedIn with Nowhere to Go... because I'm presumptuous

All LinkedIn with Nowhere to Go… because I’m presumptuous

“The networking site burrows its way into users? inboxes with updates spinning the gossamer dream of successful and frictionless advancement up the career ladder.” “Just add one crucial contact who?s only a few degrees removed from you (users are the perpetual Kevin Bacons in this party game), or update your skill set in a more market-friendly fashion, and one of… Read more →

"what wrong I did to be treated like this"

“what wrong I did to be treated like this”

“The right to be heard does not automatically include the right to be taken seriously.” ?Hubert H. Humphrey “I am a normal girl and like most people I posted about an incident that bothered me on Facebook. I really want to know what wrong I did to be treated like this. I am traumatised by the whole situation” ? Aishwarya… Read more →