Karthik S | beastoftraal.com

So near, so far

March 12, 2021 by Karthik S

Within the larger theme of smartphone addiction is the specific depiction of how smartphone usage affects human relationships. In this focused area, I recall two campaigns to be incredibly incisive and thoughtful in terms of how they depict the nature of smartphone…

No comment

Congrats Foodpanda, on the ‘Suryakant’ campaign!

March 11, 2021 by Karthik S

PS: The title of the post is inspired by the Suryakant campaign too. If Swiggy can call all of ‘Suryakant’, why can’t I call Swiggy… Foodpanda? 😉 There’s a massive conspiracy theory online that Starbucks’ Baristas get your name intentionally wrong while…

No comment

The personal re-branding of Ravichandran Ashwin

March 10, 2021 by Karthik S

In my earlier avatar working in PR and advertising agencies, I have occasionally worked with famous celebrities (film stars, sportspersons, etc.) for specific promotions, events, campaigns, and so on. Most of them, as I recall, are in the mindset of coming to…

No comment

A creative spin on recycling

March 9, 2021 by Karthik S

Ambev, a Brazilian brewing company (part of Anheuser-Busch InBev) has launched a digital film titled, “Querido Lixo” (Dear Garbage). The film, which expands on Ambev’s sustainability efforts, is made by SunsetDDB and Zombie Studio, using 3D techniques, and miniature sets created with…

No comment

The mystery of Fabindia’s Jerusalema Challenge

March 8, 2021 by Karthik S

Ethnic brand Fabindia had launched the Jerusalema Dance Challenge in the middle of February 2021. What is the Jerusalema Challenge? See the end of this post for the background context. The ask was simple – dance to the song playing in the…

No comment

Amazon as a great leveler for smaller brands?

March 5, 2021 by Karthik S

Earlier this year, I went to Amazon (through the website, not the mobile app) and was looking for soap. I don’t recall clearly, but I must have been looking for Hamam soap given that it was quite cold last winter in Bengaluru…

2 Comments

Influencers disclosing what influenced them

March 4, 2021 by Karthik S

The (PDF). There are 10 broad guidelines, along with some platform-specific recommendations. Of the 10 draft guidelines, 7 pertain exclusively to disclosure! The disclosure guidelines are very similar to what (PDF). But a bigger question is around the ‘why’ of these disclosures….

No comment