Karthik S | beastoftraal.com

Dabur’s misguided offensive in the Chyawanprash wars

December 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, 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, 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, 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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A marketing idea around Saraswati Pooja

November 29, 2021 by Karthik S

Over the last few years, there has been a tremendous clamor to own and utilize Black Friday in India. Considering most Indians don’t even know what Black Friday is, or why it has been anointed as a shopping extravaganza, it is mighty…

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“If I’m not the first, why bother?”

November 26, 2021 by Karthik S

In my corporate personal branding workshops, I actively encourage the participants to share their perspectives online without worrying about how others would react to them. This is, of course, after helping them define their own personal brand narrative and contours and sticking…

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How to tell the BNPL story creatively?

November 25, 2021 by Karthik S

There is a lot of interest around Buy Now Pay Later (BNPL) recently. If you read about it, you’d realize that it is nothing new at all – in simple terms, this is an ‘installment option’ usually offered by a bank or…

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