Karthik S | beastoftraal.com

Builder’s unsolicited love affair with Air India

February 21, 2022 by Karthik S

Related read: Builder says (in an interview with Moneycontrol) it reached out to Air India after the first unsolicited ad that mentioned their name, and Air India, according to Builder, did not insist on canceling the campaign’s next stage (app reveal). This…

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Ghee Me Red!

February 18, 2022 by Karthik S

There’s a famous Halwa shop in Tirunelveli, called Iruttu Kadai Halwa. ‘Iruttu Kadai’ literally means ‘dark shop’, and refers to the shop owner’s chosen tradition of selling the halwa in an outlet (the only outlet) with minimal light! Similarly, there’s a famous…

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Brand hara-kiri

February 17, 2022 by Karthik S

In the recent (December 2021) Winter Cup, the All-Japan High School Basketball Tournament, conducted by the Japan Basketball Association (JBA), a peculiar item made its debut. Given the speed of the game, including rapid movements and tactical maneuvers, cleanliness of the court…

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A screenwriter son, a proud father, and the internet

February 16, 2022 by Karthik S

Imagine this: a 70-year-old man is walking down the market wearing an interesting t-shirt. The T-shirt has the text, ‘My son is the writer of (name of a movie). Do watch the movie!’. Most of the people walking around him see the…

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“Will I get in trouble if I share this online?”

February 15, 2022 by Karthik S

A decade ago, while I was traveling back from Mumbai to Bengaluru after a work trip, I got a call from my boss (the India head) while I was in a cab (from the airport). He told me that the regional office…

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The imprecise framing of Cadbury Silk’s secret messages

February 14, 2022 by Karthik S

When I first saw this new AR (Augmented Reality) activation by Cadbury Silk for Valentine’s Day 2022, I did not get it. The idea is by Cadbury’s agency in India, Ogilvy. Teen romances are frowned upon in India? Yes, of course. This,…

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Spotify’s botched PR move on the JRE controversy

February 11, 2022 by Karthik S

To be sure, anyone can host a podcast on Spotify. It’s just like uploading a video on YouTube – just that, instead of actually hosting your audio content the way you upload your video content to YouTube, you’d essentially be only giving…

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