Karthik S | beastoftraal.com

Creative coincidence – a UK-based wine retailer’s ad campaign and a Tamil film!

November 20, 2020 by Karthik S

The UK-based wine retailer Laithwaite has released a new ad campaign made by the ad agency RAPP. There are 3 ads in the series and all of them use the same basic narrative device geared towards communicating the ‘Get the wine cellar…

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Journalism vs. advertising – conflicts of interest

November 19, 2020 by Karthik S

There is advertising. And there is journalism. The difference used to be primarily about who says what, where, and who pays for it. The brand’s voice is reflected as-is in advertising which is placed in media channels for a fee. The brand’s…

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9 tips for personal branding via social media

November 18, 2020 by Karthik S

LinkedIn India’s Top Voices 2020 list was announced yesterday (here’s the post by ) and I’m glad to find a spot in the list. But, instead of simply sharing it as a badge of honor, allow me to make it contextually useful…

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On McDonald’s ‘Reindeer Ready’ series

November 17, 2020 by Karthik S

McDonald’s UK has been making Christmas-themed ad films for a long time. For example, in 2016, Leo Burnett London produced the ‘Juliette the Doll’ film that, like Pinocchio, has a wooden puppet doll coming alive. In 2017, McDonald’s UK and Leo Burnett…

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Who do you trust?

November 16, 2020 by Karthik S

I have been fortunate enough to have been in working in Edelman at one point in my career. While there, I came across their Trust Barometer property that they have been tracking since 2001. The Trust Barometer tracks people’s trust (through sample…

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The intriguing positioning of Colgate’s new product

November 13, 2020 by Karthik S

The ‘Mouth Spray’ category in India has traditionally been very small. The kind of brands that occupy the space seem small and lesser-known, or unknown. This is mostly because none of the brands that have a larger play in the oral care…

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Slide into a new platform for marketing

November 12, 2020 by Karthik S

This is unlike anything I have seen before! Foot Locker, the American sportswear and footwear retailer, has released a new entertainment hub called ‘The Endless World of Air Max’, dedicated to all things Nike Air Max. What’s truly unique about the hub…

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