Karthik S | beastoftraal.com

The 5G advertising challenge

September 22, 2022September 22, 2022 by Karthik S

I don’t specifically recall when my mobile phone network moved from 3G to 4G. 4G arrived in India around 2012 and I don’t recall a pricing difference (at least in my Airtel post-paid connection) between the 2 networks or even being given…

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Muscle-memory and personal branding

September 21, 2022September 21, 2022 by Karthik S

I have written about my daily 5-kilometer running routine many times in the past. See:1. Get healthy and enjoy your drive… while reading a book! 2. Habits But this post is about the breaks in that routine and how it affects me….

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Mint-flavored QR codes

September 20, 2022September 20, 2022 by Karthik S

As someone who skims through 20+ newspapers every day, one specific thing that catches my eye—though I don’t do anything about it—in Mint newspaper is the use of QR codes. I don’t think I have seen QR codes being used as prominently…

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Dabur Honey’s unnecessary ruse

September 19, 2022December 19, 2022 by Karthik S

Shorter version on audio: YouTube: Spotify: Full post: The Financial Express story on Sunday was about brands ‘dropping the act’ and showing authentic experiences. One of the products—and campaigns—mentioned was Dabur Honey, based on a recent campaign featuring Sonu Sood. Here’s what…

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Crocin’s doctor deception

September 15, 2022December 19, 2022 by Karthik S

Shorter version on audio: YouTube: Spotify: Full post: As far as I recall, GSK’s Crocin first released an ad featuring ‘Mr. Sachin Khurana’ early in 2022. The pitch in that ad was that Crocin starts working in 5 minutes. ‘Mr. Sachin Khurana’…

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Myntra’s ‘profiles’ zigs when others zag

September 14, 2022September 14, 2022 by Karthik S

When I switch on Netflix on TV, the first thing it asks me is to choose the profile. Ditto with Amazon Prime, which added profiles much after Netflix. Why is this so? Because the TV is a device used by all in…

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Salman Khan’s banian pursuit where the comedian is the villain

September 13, 2022September 13, 2022 by Karthik S

Lux Industries’ new ad (released in late August 2022) for Venus innerwear starring Salman Khan involves him chasing his banian flying all across the town starting with Salman’s own balcony from where the vest takes off. The ad was conceptualized by Shreyansh…

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