Karthik S | beastoftraal.com

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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Emami’s Kesh King gets on Indulekha’s hair

June 21, 2022December 26, 2022 by Karthik S

Shorter version on audio: YouTube: Spotify: Longer post: I started losing my hair in my mid-30s, thanks to my genes. But I did not lose my sleep over losing my hair. I did try some oil suggested by my dad shortly after…

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A brilliant stretch of imagination around e-commerce from Thailand

June 20, 2022June 20, 2022 by Karthik S

I wrote about one of Zepto’s ads (before the current campaign using singers like Kailash Kher, Shankar Mahadevan, and Usha Uthup) back in February 2022. It had a unique creative device where the vegetable vendor was shown inside a house, and the…

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Using advertising-style creativity to effect policy change

June 17, 2022June 17, 2022 by Karthik S

Despite doggedly writing about creativity in advertising, I’m acutely aware that advertising naturally supports creativity, unlike PR where professionals have to find new fonts of creativity within the kind of persuasive work they do. In a way, advertising is like a clean…

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