Karthik S | beastoftraal.com

India’s quick commerce trend: Hawking ka naya address

February 3, 2022 by Karthik S

No… this post is not about Stephen Hawking. When I wrote about the ‘quick commerce’ trend in India in August 2021, I wouldn’t have imagined that more brands would join that bandwagon and one of them would have essentially won the positioning…

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Ssssshhhhh!

February 2, 2022 by Karthik S

I usually write on all-things-communications. Today’s topic is the extreme opposite – silence! I go through this phase every winter (though winter, now in Bengaluru, just got over). What happens is this: in winter, we do not need to switch on the…

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Housefull, 100 days, 100 crores… for a streaming-first film?

February 1, 2022 by Karthik S

Malayalam star Prithviraj, basking in the success of this recent film ‘Bro Daddy’, recently tweeted some interesting ‘data’. Remember: Bro Daddy was released directly on Disney+ Hotstar. Consider the kinds of ‘data’ used by producers of films as part of the movie’s…

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Ola, Bhavish, and Burnol

January 31, 2022 by Karthik S

Originally published in Moneycontrol. Note: This is about the personal brashness of a founder CXO affecting the company. But if you’re wondering if companies can themselves be brash online, as part of their positioning and personality, here’s an example: Can your brand…

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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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