Karthik S | beastoftraal.com

Who do you trust?

November 16, 2020November 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, 2020November 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, 2020November 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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A precursor to Cadbury India’s idea of supporting local stores

November 11, 2020November 17, 2020 by Karthik S

Cadbury’s new “This is not just a Cadbury ad”, wherein, in the garb of a Cadbury’s Celebrations (positioned as Mithai for Deepavali) ad film they showcase names of local stores based on the viewer’s pin code, is one among many recent ads…

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The death of the TVC as we know it

November 10, 2020November 10, 2020 by Karthik S

One of my most enduring memories of growing up in Srirangam, near Trichy, is the advent of television in the early 80s in our town, and then our home. As a kid, suddenly I had entertainment options to look forward to, though…

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The trouble with that “This is not just a Cadbury ad”

November 9, 2020November 17, 2020 by Karthik S

UPDATE (Nov. 16, 2020):Mondelez India has made 2 updates: 1. The YouTube video has a more detailed and specific description: 2. There is a , as I had suggested in my post below! ORIGINAL POST: “Has this worked for anyone? Don’t know…

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Amazon’s mysterious emails

November 6, 2020November 6, 2020 by Karthik S

Have you noticed something interesting from Amazon lately? The most customer-friendly company in the world (they call themselves that and largely live up to that too, I must admit) has quietly changed the way they email you updates about your orders. Right…

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