Karthik S | beastoftraal.com

The importance of anchor audiences in personal branding

February 11, 2025February 11, 2025 by Karthik S

Authenticity is important while building a personal brand. But authenticity requires you to be cognizant of your anchor audiences.

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Why does Cadbury’s 5 Star sound like Bajrang Dal?

February 4, 2025February 4, 2025 by Karthik S

Cadbury’s 5 Star and Ogilvy can finally “Do nothing” in the name of a Valentine’s Day campaign in 2026! Phew!!

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Which toothpaste did you use last night?

January 28, 2025January 28, 2025 by Karthik S

Have you wondered why none of the major toothpaste brands in the world have a separate variant for night brushing?

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GenAI in advertising, done right!

January 20, 2025January 20, 2025 by Karthik S

The clear buzzword of 2024 was AI. And going by the way things are moving, AI may be dominating 2025 too. Besides all the use-cases of AI, one specific use-case that was also very visible was using Generative AI in advertising. We…

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An unglamorous personal branding tip from Andre Agassi

January 13, 2025January 13, 2025 by Karthik S

If I were to pick one—just one—thing that you can start doing better towards building your personal brand, this would be it! But, before I come to that, here’s a relevant excerpt from ‘Open: An Autobiography’, by Andre Agassi. This is a…

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The 10 best Indian ads of 2024

January 6, 2025January 6, 2025 by Karthik S

I started compiling the 10 best Indian advertisements since 2021 and share the list on the first Monday of every year. 2025’s first Monday gave me a lot of time to work on my compilation since it falls on the 6th of…

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The Madam who cried wolf

December 11, 2024December 11, 2024 by Karthik S

Yet another so-called ‘viral marketing’ campaign that uses a blatant lie as its main, cost-free tool. Yes, the latest YesMadam campaign follows the spectacular misfire by the agency Schbang and Poonam Pandey earlier this year. I had written about why that campaign…

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