Karthik S | beastoftraal.com

Swiggy’s Gulab Jamun Uncle universe takes off

July 4, 2022October 17, 2022 by Karthik S

Shorter version on audio: YouTube: Spotify: Full post: Way back in August 2010, Mondelez India, when they were still called Cadbury India, launched the Shubh Aarambh campaign for the first time. But unlike the conventional, traditional imagery of Shubh Aarambh, this one…

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PR/corporate communications deserve better marketing. Here’s a start.

July 1, 2022July 1, 2022 by Karthik S

I have spent more time handling corporate communications and public relations than any other function (related to social media, digital marketing, and advertising) in my 2 decades+ career in the communications space. When I first joined a PR firm after spending considerable…

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Your retweets ARE endorsements, unless…

June 30, 2022June 30, 2022 by Karthik S

Delhi Police’s DCP (Deputy Commissioner of Police) KPS Malhotra (who was awarded the Union Home Minister’s Medal for Excellence in Investigation 2021), who is now part of the Intelligence Fusion and Strategic Operations (IFSO) unit within Delhi Police, was recently quoted saying…

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Snapdragon and Mediatek’s ‘ingredient marketing’

June 29, 2022June 29, 2022 by Karthik S

Back in April and May 2022, Qualcomm’s Snapdragon was running print ads in India. Now, in June 2022, Mediatek is running a campaign in India, again, through print ads! Not just that – Mediatek is also running online campaigns through online mobile-centric…

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Personal branding and personal health are surprisingly similar

June 28, 2022June 28, 2022 by Karthik S

I have, in many earlier posts, tried to bust myths around personal branding. People imagine personal branding to be talking about the self. This is not true. Personal branding is not about gathering Likes and ‘engagement’. Personal branding is not about being…

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Mannequin media

June 23, 2022June 23, 2022 by Karthik S

In these days of online shopping and a pandemic-induced slowdown in offline shopping, mannequins almost seem like a quaint concept. To some extent, I’d argue that they have become blind spots for us. They seem to be getting more interest in entertainment…

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Why let Anonymous Hedgehog read your mind?

June 22, 2022June 22, 2022 by Karthik S

Imagine you saying something and ten different people—all known to you—correct you as you are speaking, in real-time. I’m reasonably sure it would annoy regardless of how well you know those ten people. But that is precisely what seems to be happening…

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