Karthik S | beastoftraal.com

You Click. We plant. Job done?

July 4, 2019 by Karthik S

You Click. We Plant. That’s the simple and promising premise of Tata Projects’ Green Thumb initiative. In its 4th year, the initiative is extremely well-intended. After all, any number of trees being planted is always welcome. And when they promise to plant…

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Fly Responsibly

July 3, 2019 by Karthik S

Alcohol brands have always done ‘Drink Responsibly’ campaigns. Despite the fact that it flies against the consumption of those products. Their aim is to maximize consumption, but they know that it should not be at the detriment of the user. A most…

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A personal assistant that asks questions!

July 2, 2019 by Karthik S

This is extremely interesting and counter-intuitive. Cat food brand Whiskas has come up with a personal assistant called Mia that is 3D-printed, is equipped with a motion sensor that senses when humans are nearby, and starts a conversation, asking questions about a…

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Creative coincidences – Dubai, Australia, Ecuador and Argentina!

July 1, 2019 by Karthik S

Having tracked plagiarism in music since the late 90s (, though defunct, and I did a 42-weeks series on the topic for Filmcompanion, called Carbon Copy), I have always been interested—and fascinated by similarity of ideas in all forms of art. Hence,…

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A L-O-N-G writing pen and a very creative idea

June 28, 2019 by Karthik S

I really loved this campaign for BIC pens, by VMLY&R, Sao Paulo, Brazil. I recall Flair using the ‘longest writing pens’ plank to talk about how long the pen lasts, using ‘Writes upto 10,000 meters’ as a context for us to understand…

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First, the banking industry. Then, cable & satellite broadcasting. Next? Automobiles?

June 27, 2019 by Karthik S

Remember what happened on November 8, 2016? Of course, you do! Remember November 9, 2016? You may, or may not, but Vijay Shekhar Sharma surely would. That was the day Paytm took out splashy front page ads thanking the Indian Prime Minister…

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Priyanka Chopra’s Obagi endorsement and the lack of disclosure

June 26, 2019 by Karthik S

On June 24th, Priyanka Chopra shared a video on Instagram (besides Twitter), along with a lengthy note endorsing American skincare brand Obagi. What was conspicuously missing is a disclosure that it was a paid promotion. Priyanka could still be Indian (NRI? I…

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