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Author: Karthik S

Karthik S

The return of the Toing

The return of the Toing

September 30, 2021September 30, 2021 by Karthik S

A timeline, to begin with:August 20, 27 – Lux Cozi launches its new ad featuring Varun DhawanSeptember 6 – Amul Macho complaints to ASCI Lux Cozi plagiarized its 2007 (banned!) ad’s conceptSeptember 8 – Lux Cozi advertorial celebrating the success of the…

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The marketing tactic around seeking slogans from the public

The marketing tactic around seeking slogans from the public

September 29, 2021September 29, 2021 by Karthik S

All through the 1980s and 1990s, as I grew up in assorted cities like Bhubaneswar, Bhopal, Trichy, Coimbatore, and Salem (since my dad was in a transferable job – a bank), I used to observe a peculiar obsession of my dad –…

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Cadbury Fuse Fit’s pack design communicates USP

Cadbury Fuse Fit’s pack design communicates USP

September 28, 2021September 28, 2021 by Karthik S

I’m not a regular consumer of chocolates, but I’m most definitely interested in the business of marketing chocolates. In the process of that interest, I do try and sample most new products in the market. When I recently read that Cadbury’s is…

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Freshdesk’s early digital PR offensive

Freshdesk’s early digital PR offensive

September 27, 2021September 27, 2021 by Karthik S

Considering the amount of (online) news FreshWorks has been making around their IPO, this is probably a timely recall. A decade ago, just a year into their inception, Freshdesk was called an ‘unethical troll trying to cash in on Zendesk’s (that was…

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Framing vaccine nudges

Framing vaccine nudges

September 24, 2021September 24, 2021 by Karthik S

For some reason, India had more high-decibel mask-wearing campaigns than get-vaccinated campaigns. Last year, we were inundated with creative mask-wearing and social distancing campaigns by both the Government and brands, but the get-vaccinated campaigns seem less vocal or visible, and it is…

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Kuchh Khaas Tokenism?

Kuchh Khaas Tokenism?

September 23, 2021September 23, 2021 by Karthik S

This post is a response to Shivaji Dasgupta’s article in BestMediaInfo, titled, “Is tokenism the latest variant of Dairy Milk?“. Let me summarize Shivaji’s arguments (but please do read the full article before reading my response).1. The new Cadbury’s Dairy Milk ad…

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Children and/vs. vegetables

Children and/vs. vegetables

September 22, 2021September 22, 2021 by Karthik S

When I mention ‘children’ and ‘vegetables’, most parents inherently know that I’m talking about sworn rivals 🙂 My daughter makes a fuss for brinjal but manages to eat most other vegetables, while my son makes a fuss for drumstick but is generally…

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