Karthik S | beastoftraal.com

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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Tr. for Teacher – to what effect?

September 12, 2022December 19, 2022 by Karthik S

Shorter version on audio: YouTube: Spotify: Full post: The new Teachers’ Day campaign by Navneet Education, called ‘Tr. for Teacher’, by the agency FCB Interface, did not work for me at all. For more than one reason. This, despite someone as influential…

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“Look how dumb and idiotic they are!”

July 28, 2022July 28, 2022 by Karthik S

From the point of view of the people depicted in advertisements, I’d perhaps split them into two broad buckets:1. Be like them2. Don’t be like them ‘Be like them’ ads showcase the ideal version of the consumers if they used the brand….

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Self-motivation as a lever for personal branding

July 27, 2022July 27, 2022 by Karthik S

Last week, my music blog completed 17 years in existence. For context, it is older than my daughter and just a couple of years younger than my son 🙂 On some of the blog birthdays, I write a music industry update of…

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Thinking inside the box

July 26, 2022July 26, 2022 by Karthik S

I had written about an advertising campaign around paper straws (replacing plastic straws) . Let me continue on the same theme of environmental pollution. But let me start with a question – what is the most common form of plastic pollution? You…

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Paper straws: Nestle’s missed opportunity

July 25, 2022July 25, 2022 by Karthik S

The Indian Government announced the intention to ban single-use plastic straws way back on 12th August 2021. Since then, the FMCG industry that uses these plastic straws as a convenient add-on to TetraPak drinks has been kicking and screaming. The industry group,…

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