Karthik S | beastoftraal.com

Influencers promoting the brand and brands promoting the influencer

October 5, 2018 by Karthik S

I have to confess – I have no clue who Karan Wahi is, nor do I particularly care. Whoever he is, I wish him all the luck and good fortune in the world. Karan Wahi entered my consciousness via a promoted tweet….

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Apple Music’s Indian languages problem

October 4, 2018 by Karthik S

As someone who makes a LOT of playlists on Apple Music, Saavn & YouTube (for context, I run a hobby website called Milliblog since 2005; and create at least 4 playlists every week and 18-20 playlists over and above that every quarter,…

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Sarkar music launch and the death of the music CD

October 3, 2018 by Karthik S

Considering I track new Indian film music almost religiously, I have always been wondering about one facet that continues to be a standard fixture in most music launch ceremonies – the team actually has a giant fake CD that is ‘launched’ and…

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Baazaar movie launch in The Economic Times and the BSE

October 2, 2018 by Karthik S

For a movie launch, I quite liked what the team behind the Saif Ali Khan-starrer Baazaar did recently. The first reveal of the poster was not in a mainline newspaper but a business newspaper – The Economic Times. And the offline launch…

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Life’s great highs and terrible lows… and the often disregarded and ridiculed steady-mids

October 1, 2018 by Karthik S

Does Kanwal Rekhi really need to belittle Phani’s decision as ‘chicken-shit’ (“lack of proverbial b..s”), that too, retrospectively… while congratulating someone? Is monetary growth and scale (big, bigger, biggest) the only way to define ‘success’? Is ‘what could have been’ always the…

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Apple iPhone Xs advertisements in newspapers today – intriguing lack of consistency!

September 28, 2018 by Karthik S

Apple iPhone Xs will be available in India starting today. So, front page advertisements in leading newspapers are expected anyway. Here are the ads in Bengaluru, across The Times of India and The Economic Times. And here are the ads in Mumbai,…

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Autumn Worldwide’s work for Samsonite India on #KeralaIsOpen and an irony about agency’s brand reputation

September 28, 2018 by Karthik S

If you still haven’t seen the new Samsonite video for #KeralaIsOpen, please do that first! It’s a lovely, simple video with a heart-warming point to make. I did feel the video was a bit unpolished, but the intent was so perfect and…

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