Karthik S | beastoftraal.com

On virtual sock puppets and anonymity online

January 12, 2022 by Karthik S

Recall the very common school classroom scene where the teacher is writing something on the blackboard and someone throws a paper plane aimed at the board. The livid teacher turns back, looks at the class, and asks who did that, and the…

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The OG of the mattress industry’s dramatic transformation

January 11, 2022 by Karthik S

Since I moved to Bengaluru from Delhi (after I got married) in the year 2000, I have bought just two mattresses for my/our own bed (besides very, very few/occasional mattresses for the beds in the other bedrooms). The one we were sleeping…

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Advertising nudge to avoid using cars

January 10, 2022 by Karthik S

How would you react to a label on a bottle of beer that reads, ‘Consider consuming beverages without alcohol content’? Or, a mutual funds ad that adds the note, ‘To avoid market-related risks, consider investing in fixed deposits’? Sounds odd? That’s almost…

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Creative ramp-up

January 7, 2022 by Karthik S

Towards the end of December 2021, the Tamil Nadu Government was in the news for all the right reasons with regard to what they did at Chennai’s Marina beach. The Government had ordered the installation of temporary ramps right up to the…

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Do you want a coconut oil bottle to talk in your language?

January 6, 2022 by Karthik S

Considering I have been tracking brand communication with regard to the language (the use of Hindi as a pan-Indian medium of communication, in specific), I see another interesting, related trend: product design and product labeling regionalization. One of the best examples I…

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The elevator is now talking to you

January 5, 2022 by Karthik S

A recent Forbes article was titled, ‘How Horizontal And Vertical Transportation Industry Leaders Are Innovating in 2021‘. Horizontal transport industry makes sense, but vertical transport industry? Can’t be airlines since even planes don’t have a vertical take-off! Helicopters? Rockets? But they are…

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Wordle’s viral marketing tactic makes brilliant use of people-as-media

January 4, 2022 by Karthik S

Have you noticed people sharing random sets of colored squares on social media platforms like Twitter? I started noticing this some two weeks ago but assumed (wrongly) that it was something to do with a crossword puzzle (that I’m not very interested…

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