Karthik S | beastoftraal.com

The good Apple

July 21, 2020July 21, 2020 by Karthik S

Director Rian Johnson, known for the science-fiction thriller Looper (2012), Star Wars: The Last Jedi (2017) and the murder-mystery Knives Out (2019), made a startling revelation oh-so-casually earlier this year during an interactive feature he was doing for Vanity Fair magazine. He…

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“No, we DO NOT want your contact details!”

July 20, 2020July 20, 2020 by Karthik S

Imagine: You try to enter a departmental store. Before you enter, they tell you, right at the gate, that to enter the shampoo section even to window shop and check out the options and prices, you’d need to give your phone number…

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Do not fall for misinformation – the Scotch-Brite case study

July 17, 2020June 15, 2023 by Karthik S

Day 1 – Wednesday, July 15, 2020 I about Scotch-Brite India logo having an image (vector) of a woman in it, positively surprised at finding it there. I also include my research into finding out how this vector even made it to…

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Amul is the Hero we need

July 16, 2020July 16, 2020 by Karthik S

Yesterday’s Times of India has a pan-India front-page advertising campaign by Hero. The Delhi, Kolkata and Mumbai editions of the ad has the headline “Bold ka naya andaaz” on the front-page, and “The icon reimagined” as the headline in page 2. The…

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Time to scrub Scotch-Brite’s logo, 3M India

July 15, 2020July 17, 2020 by Karthik S

UPDATE – July 17, 2020: . This is a text-book case of misinformation (wrong information shared accidentally). Not disinformation (wrong information shared deliberately). ORIGINAL POST: (Note: Please see the response from 3M’s India marketing head on this, at the end of this…

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China’s livestreaming e-commerce vs. Pothys’ live video shopping

July 14, 2020July 14, 2020 by Karthik S

I have been tracking the livestreaming e-commerce trend in China very keenly in recent times. The Chinese version of sales via livestream happens in a certain way:a. a well-known influencer plays the host in an online livestreamb. she/he showcases and promotes a…

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Why Danish Sait gets branded content right

July 13, 2020July 13, 2020 by Karthik S

Back in 2018, I had written about former MTV VJ . His content was far removed from other influencer-led branded content mainly because it was made adhering to his brand’s familiar narrative and not the brand’s narrative. The difference is enormous –…

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