Karthik S | beastoftraal.com

Airtel Nigeria: The invisible logic

August 20, 2021 by Karthik S

A recent ad for Airtel Nigeria, by the agency Noah’s Ark (Nigeria), made me ponder quite a bit. When I saw the ad for the first time, I loved the idea and thought that it was a fantastic way to showcase how…

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Should you be paid less for working from home? Or more?

August 19, 2021 by Karthik S

One of the most sweeping changes due to the pandemic is the situation around remote working (for the kinds of work that can be performed remotely, that is). Consider this background: several large companies have tried remote work and have famously canceled/banned…

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Strangers in the…

August 18, 2021 by Karthik S

There is one crucial element of social media that is worth remembering constantly, but most people don’t particularly remember or bother about it. Hold on to that thought – I’ll come back to it. Before social media platforms entered our lives—which would…

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What Facebook sells to advertisers but does not want you to know they sold it

August 17, 2021 by Karthik S

Signal, the messaging platform that pitches its privacy-first nature as the USP, recently took aim at Facebook with a very interesting idea. We all know that Facebook collects a treasure-trove of data about every user across its many online properties. Facebook sells…

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The 2nd wave of Olympics moment marketing

August 16, 2021 by Karthik S

The second wave is upon us – the second wave of ‘Olympics moment marketing’, that is. Related read: The wild world of moment-marketing Two brands have ‘announced’ rewards to athletes who did not win a medal/missed a medal – Tata Motors and…

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Should ads featuring well-known stars have internal logic?

August 13, 2021 by Karthik S

When you see an ad featuring a famous person, what goes on in your mind? Take this new ad for Cinthol featuring actor Siddharth. He plays a doctor in the ad. We (the audience) know that Siddharth’s profession is that of an…

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A morbid topic to communicate

August 12, 2021 by Karthik S

The broader topic is gun violence – something we, in India, could also relate to, and it is a global problem. It is also a morbid topic to deal with, in communications. But within that broader theme, three advertising efforts approach focused…

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