Karthik S | beastoftraal.com

PhonePe and vehicle inspection during insurance policy renewal

January 28, 2022 by Karthik S

Shorter version on audio: YouTube: Spotify: Full post: The insurance sector in India usually uses a few standard templates for messaging. Price is one – this is the ‘we’re the cheapest’ pitch. ACKO has positioned itself very well in this zone. Speed…

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Microchips Ahoy!

January 27, 2022 by Karthik S

There’s considerable news about the global ‘chip shortage’ owing to COVID-19 and the issues around USA vs. China, among other reasons. But let me isolate two recent ‘chip’ announcements from an advertising perspective, from two tech. giants, Apple and Google. Apple launched…

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Siway Jon Hamm!

January 25, 2022 by Karthik S

Back in September 2021, Disney+ Hotstar launched a campaign titled ‘Siway SRK’, co-written by Devaiah Bopanna, Tanmay Bhat, Vishal Dayama, Puneet Chadha, and Deep Joshi. The narrative device was unique – it has a very well-known star (Shah Rukh) who wants to…

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Brands volunteering to get roasted on Twitter

January 24, 2022 by Karthik S

Fast-food giant Wendy’s invented the ‘National Roast Day’ back in 2018, as a Twitter version of the ‘roasting’ done by comics at the New York Friars Club, Dean Martin’s Celebrity Roasts in his TV show in the 70s, or the Comedy Central…

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I disagree with Adam Grant’s perspective on personal branding

January 21, 2022 by Karthik S

Wharton’s organizational psychologist Adam Grant recently stirred the ‘personal brand’ pot given how people hold myopic and misleading views about the topic and, as a result, tend to see it as a not-so-desirable activity 🙂 This is what he shared. The time…

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CXOs making time for social media conversations

January 20, 2022 by Karthik S

When social media was fairly new, in the mid-to-late-2000s, we were endlessly told about the 2-way communication nature/possibilities of social media platforms and about the need to avoid using them as broadcast-only and to make use of the conversations they enable. From…

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Are you sufficiently offended by advertisements?

January 19, 2022 by Karthik S

The Advertising Standards Council of India (ASCI) recently released a report titled, ” (PDF) based on 1,759 complaints received by the ASCI (against 488 ads) in the last 3 years. ASCI had taken only those complaints that pertain to two of its…

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