Karthik S | beastoftraal.com

The art of ‘showing up’ to build your personal brand

September 12, 2024September 12, 2024 by Karthik S

A couple of months ago, I got a WhatsApp forward titled ‘Permanent Address’. It had the ‘Forwarded many times’ tag, implying that it had truly gone places. It’s a poignant exploration of our relentless interest in building a home at great cost…

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How should we react to the use of AI?

August 21, 2024August 21, 2024 by Karthik S

So much has been said and written about how we could use AI in assorted tasks. But let me turn that focus away from using and towards reacting. How should we react to AI when we come across its usage? Allow me…

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Nike asks, “Am I a bad person?”

July 24, 2024July 24, 2024 by Karthik S

The new Nike ad (“Winning isn’t for everyone”, made by the agency Wieden+Kennedy) seems to stir a lot of reactions in anyone who sees it once. The full text of the voice-over in the video:“Am I a bad person?Tell me. Am I?I’m…

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Personal branding is like your credit score

July 3, 2024July 3, 2024 by Karthik S

Your personal brand is much like your credit score. You don’t really think of your credit score often, but that’s precisely the point 🙂 You need to know what affects your personal brand, much like your credit score, and how you can improve it!

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Godrej Cinthol, ITC Fiama, and a little less water!

June 20, 2024June 20, 2024 by Karthik S

Scenario 1: Almost every Indian city is facing some amount of water shortage during summers these days. Some of the cities, like Bengaluru (earlier this year) and Delhi (now) make more news than others. Scenario 2: There are a LOT of shower…

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Kya baat kar rahe ho, OYO?

June 11, 2024June 11, 2024 by Karthik S

One of the most basic lessons I learnt in my PR days (across both client-side corporate communications and agency-side public relations) is ‘do not repeat the negative’. There is ample reason for this. And all those reasons lead to a simple human…

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Did you think it through, Bombae?

May 2, 2024May 2, 2024 by Karthik S

By now, everyone has denounced that abominable print ad by Bombay Shaving Company (BSC)/Bombae that the brand released on the back page (not the front page, as many have mistakenly pointed out) of HT City, Hindustan Times’ city supplement in Mumbai, on…

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