Karthik S – beastoftraal.com

Embracing patience

October 28, 2021October 28, 2021 by Karthik S

We are at the age of 15-minute grocery delivery. We need/want everything as soon as possible. And brands comply to create businesses around making that happen and feed into our endless instant needs and wants. Imagine something, and you have the means…

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Moody Hues, featuring Surya Roshni and Crompton

October 27, 2021October 27, 2021 by Karthik S

Two Indian lighting brands have launched new campaigns with identical themes at the same time! They have been created by two different agencies, obviously. Surya Roshni’s campaign, by Ogilvy, has the theme, ‘Sabko Mood Mein Le Aaye’. It features Shankar Mahadevan who…

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Coke does a Pepsi

October 26, 2021October 26, 2021 by Karthik S

Back in 2017, Pepsi launched a new ad featuring Kendall Jenner. The ad had Jenner come out of a photoshoot to see a demonstration happening on the road, joining that crowd, pick up a chilled can of Pepsi from a well-stocked cooler,…

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The bindi factor in Indian advertising

October 25, 2021October 25, 2021 by Karthik S

There is a lot of buzz around the bindi, or the lack of it, recently. Before I explain the current buzz, I should add that I have been conscripted into a ‘bindi-related’ misinformation campaign last year. Here is that issue: Do not…

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Better humaning

October 22, 2021October 22, 2021 by Karthik S

Back in October 2019, Wieden + Kennedy Shanghai launched the first campaign for HP’s Omen range of gaming PCs. The core thought behind the campaign was that gaming is good for your brain! This was intended to tackle societal belief in China…

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Using social media mobs to boycott/cancel brands

October 21, 2021October 21, 2021 by Karthik S

How did we talk to brands before social media? We called them via telephones – this seems quaint now!We emailed them – this seems slow now!We chatted with them via online chat tools – I still do this, with Amazon. What happens…

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Occupation, preoccupation, and a filter to see the world through

October 20, 2021October 20, 2021 by Karthik S

We usually let our occupation define us to the outside world. ‘I’m a project manager’.‘I’m a vice president’.‘I’m a chartered accountant. How do we define ourselves inside us? Could we let our preoccupation define us internally? Let me explain. Owing to my…

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