Karthik S | beastoftraal.com

Better’s CEO could have handled it better

December 8, 2021December 8, 2021 by Karthik S

Indian-origin CEOs in the US were getting a lot of positive news coverage recently, after Parag Agarwal’s ascension as Twitter CEO. Parag’s new role led to a fresh round of opinion pieces on why Indian-origin CEOs are doing so well outside India…

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Social media on your TV

December 7, 2021December 7, 2021 by Karthik S

When the most-awaited trailer for Spider-man: No Way Home dropped recently, while my son was the most excited, we were all keen to watch it because we’re fans of the Marvel content experience. And when we all want to see something together,…

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Scent triggering memories, in advertising

December 6, 2021December 6, 2021 by Karthik S

India, as a country, should be a massive market for agarbathis (incense stick) given that every temple small and big uses them by the droves day in and day out. But when you think about famous agarbathi brands that are pan-Indian, I…

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Dabur’s misguided offensive in the Chyawanprash wars

December 3, 2021December 3, 2021 by Karthik S

Yet another FMCG brand going to the court against a rival brand’s advertising! The latest is Dabur Chyawanprash vs. Baidyanath Chyawanprash! Baidyanath’s latest ad featuring actor Pankaj Tripathi, made by the ad agency Grey, shows an unnamed Chyawanprash bottle acting as ‘other…

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Have you been given a digital gift?

December 2, 2021December 2, 2021 by Karthik S

Ferrero Rocher chocolates in India don’t compete with Cadbury’s in the latter’s most popular segment – bar chocolates. Instead, Ferrero Rocher has cleverly and consistently positioned itself as a gifting must-have during the festival season. That the chocolates are covered in gold-colored…

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The mattress advertising conundrum

December 1, 2021December 1, 2021 by Karthik S

Back in 2018, a tweet on bedspreads/bedsheets went massively viral. The contention was that millennials do not use a bed spread on top of their mattress! The second interpretation was that it referred to the sheet under the comforter as against the…

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Roposo in the print ad

November 30, 2021November 30, 2021 by Karthik S

A celebrity launching a new label is not news at all. So when I noticed a new label’s half-page advertisement in The Times of India yesterday featuring Ekta Kapoor, my only thought, at first, was that the ad had a very-Asian Paints…

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