Karthik S | beastoftraal.com

A brilliant lesson in communications, from Narendra Modi, on Yoga Day 2019 and Teacher’s Day 2018

June 22, 2019December 30, 2019 by Karthik S

Narendra Modi is tweeting in Spanish, Russian, French, Arabic, Chinese… besides English, today. Why? To promote Yoga. This is incredibly smart and astute – to speak to people in a language they know/love, to promote Yoga to the world! Very, very well…

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Dettol and Bata want us to be surprised that they are not being themselves

June 21, 2019June 21, 2019 by Karthik S

Dettol launched a new range of bath soap and handwash recently, called ‘Dettol Co-Created with Moms’. Yes, quite a mouthful 🙂 The ads (by McCann) were on air during the India vs. Pakistan match too. It looked remarkably non-Dettol’ish and significantly more…

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Ghee khao desi, aur chalao Massey

June 20, 2019June 20, 2019 by Karthik S

I recently stumbled on a post on LinkedIn about Akshay Kumar being signed as a brand ambassador for the Massey Ferguson brand of tractors. Now, I have always been fascinated by tractors, like that has recently become very vocal on social media…

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Renault Captur’s Tokyo Stories and the need to contort to new formats of story-telling

June 19, 2019June 19, 2019 by Karthik S

Renault Italy wanted to sell 100 limited edition Captur Tokyo edition SUVs. For some reason, they wanted to sell these 100 to ‘younger’ audiences (they perhaps have the data on why they were bent on selling it to this audience; it looks…

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For the price of

June 18, 2019June 18, 2019 by Karthik S

This 2016 campaign, called ‘It’s that affordable’, by Memac Ogilvy, uses a really interesting tactic. To send the message that products in IKEA are ‘affordable’ (not ‘cheap’), they use a simple and effective way for us to understand the range of prices…

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A viral puzzle from 2007

June 17, 2019June 17, 2019 by Karthik S

Back in the 2000s, the word ‘viral’ meant only the bodily viral. And even if there was a piece of information that actually went viral between people, it was primarily through e-mail! (Or, it needed mainstream media to take note of something…

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Soaps vs Shower Gels in India

June 14, 2019June 19, 2024 by Karthik S

At one point in the 80s/90s in India, there was perhaps only one liquid soap and handwash liquid brand – Fem! Now, there are several brands to choose from! When FMCG brands started selling liquid hand wash in India, many used the…

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