Karthik S | beastoftraal.com

Happy birthday, young-again Karan Johar!

May 26, 2020 by Karthik S

This is influencer marketing done really, really well! Yesterday was Karan Johar’s birthday. And he posted 2 Instagram posts for it – one was an adorable candle-blowing video of his birthday celebration with his kids and mother, and the other was a…

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Lessons in communicating layoffs, while comparing and contrasting Airbnb and Zomato

May 25, 2020 by Karthik S

Between Airbnb and Zomato’s announcement of layoffs, there’s a lot to compare and learn. I’d, in fact, say that (May 15th) took some inspiration from the widely appreciated (May 5th). For starters, Chesky framed his letter as ‘A more focused business’. Zomato’s…

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The dangerously fun side-effect of seeking user-generated content

May 22, 2020 by Karthik S

Xiaomi launched a fun campaign yesterday that the brand’s mighty vocal (but not for local, as the many replies remind him) India CEO announced on Twitter. It’s a nice idea, actually. Mi launched a ‘magazine’ (at a time when the media industry…

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How to mint a brilliant marketing idea during a pandemic

May 21, 2020 by Karthik S

Now, this is one of the most wonderfully original marketing ideas I have seen in recent times. Owing to social distancing norms and lockdown/stay at home calls, it seems . The logic is simple, actually – we usually use gum/mint not for…

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Orchestrating a coordinated influencer campaign on social media

May 20, 2020 by Karthik S

The news of 7 new, relatively-big upcoming Indian films going directly to OTT (Amazon Prime Video) was first spoken about on May 14th (Saturday). This was online news, primarily. The next day, the same news made it to most print publications and…

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Inculcating the pay-per-view habit for new movies on OTT in India

May 19, 2020 by Karthik S

You could start by exclaiming: Pay-per-view? In India? What a preposterous idea! But, hold on. Allow me to build a case for building the habit of pay-per-view only for new films that are released simultaneously on OTT alongside theaters. For context, 2…

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INOX’s outburst and a lesson on framing in corporate communication

May 18, 2020 by Karthik S

Last week, an unusually large number of people reminded INOX about how overpriced their popcorn was, on social media. Considering the fact that INOX (and every multiplex theater) has been shut down for the past 40+ days owing to the pandemic-induced lockdown,…

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