Karthik S | beastoftraal.com

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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Viral creativity, Season 2

May 15, 2020 by Karthik S

On April 6th, I had written about similar advertising ideas emanating out of us all being in a similar situation owing to the pandemic-induced lockdown. We may be thinking in similar ways because we’re all stuck at home and in the advertising…

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The advertising equivalent of “If a tree falls in a forest…”

May 14, 2020 by Karthik S

I’m sure you’d have heard about the , “If a tree falls in a forest and no one is around to hear it, does it make a sound?”. These days, the marketing and advertising equivalent of that is, “If a campaign is…

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5-star food… in a box, on wheels

May 13, 2020 by Karthik S

This pandemic has completely stopped businesses for many sectors and I had already written about neighborhood restaurants being seriously affected. Another kind of business impacted is star hotels. Interestingly, given the phenomenal overheads that are involved in running a star hotel, they…

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