Karthik S – beastoftraal.com

Beauty, marriage, and change

On February 26, 2021 by Karthik S

Yesterday, Hindustan Unilever’s Dove made a splash with its new ‘Stop The Beauty Test’ campaign that seems to be calibrated to move the conversation away from pH balance 🙂 For the uninitiated, Sebamed trounced Dove (and other soaps from the HUL repertoire,…

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Like-hate is not a binary of extremes. It is a spectrum.

On February 25, 2021 by Karthik S

I had written about BigBasket’s cease & desist letter to Coimbatore-based DailyBasket and how the latter fought back publicly through a show-and-tell website that almost decimated the former’s points and showcased some of BigBasket’s points in bad faith. Since I write every…

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Learning about your data and privacy through a game of cards!

On February 24, 2021 by Karthik S

Back in October 2020, I noticed an online quiz in Marie Claire’s Fall 2020 issue created by a whitehat hacker, Rachel Tobac. Here’s the quiz – try your luck. Rachel had also tweeted about taking such quizzes for many other frivolous themes…

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Cleaning in and out

On February 23, 2021 by Karthik S

A toilet paper brand that pitches way above its category! The ad film for Peruvian brand Super toilet paper, by the agency 121 (Peru), positions the product on 2 levels – the functional clean and the metaphorical clean. It works well because…

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Marico’s Maggi-rival is noodles without n!

On February 22, 2021 by Karthik S

Considering I imagine myself as an Indian instant-noodles connoisseur (!), how can I not be excited about a completely new noodles brand being launched in India? I first Googled ‘Saffola Oodles’ and BigBasket was the first e-commerce link that stared at me….

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The post from the past

On February 19, 2021 by Karthik S

Rashmi Samant was all over the news in India (and in Karnataka, given that she studied in Manipal Institute of Technology earlier) as recently as February 12-13. After all, she became the first Indian woman to occupy the position of president of…

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Forced delayed gratification as USP

On February 18, 2021 by Karthik S

A lot of features that we come across or use or like on digital/social media/messaging platforms/apps mimic the offline equivalents. The ‘save’ icon is a floppy disk in most apps/digital services, even if many millennials don’t have a clue as to what…

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