Karthik S | beastoftraal.com

KFC, Uber Eats, Tide & The North Face to people: “We fooled you… ha ha ha!”

February 10, 2020February 10, 2020 by Karthik S

KFC wanted to launch its new Kentucky Burger in the Middle East. So their agency in that region, Memac Ogilvy & Mather recommended an intriguing idea: partner with 3 famous music artists in the region – Flipperachi, Moh Flow, and Shébani. Sounds…

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Happy 15th birthday, Google Maps! You’ve been hacked!

February 7, 2020February 7, 2020 by Karthik S

Google Maps was launched on February 8, 2005. It turns 15, today! And it is also one of the few apps that I’d pay to use on my phone; I find it that indispensable! But, this is one of those ‘How did…

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Thappad uses end-credits as a marketing vehicle

February 6, 2020February 6, 2020 by Karthik S

Watch the trailer of Thappad, first. The end-credits of Thappad’s trailer. Notice something different? No? Let me explain. I usually always look at the name of the music composer (composers, these days) in the end credit of trailers, and noticed ‘Anurag Dipali…

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The not-so-smart phone wars

February 5, 2020February 5, 2020 by Karthik S

Originally published in Brand Equity (The Economic Times), February 5, 2020. When Manu Kumar Jain (Managing Director of Xiaomi India) Madhav Sheth (Realme India CEO) and C Manmohan (General Manager of POCO India) stumble upon each other in an event, how do…

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Lifebuoy’s generosity

February 4, 2020February 4, 2020 by Karthik S

It was quite a surprise to see Lifebuoy’s ad in Hindustan Times, Mumbai edition (January 31, 2020). And then again in Telegraph, Kolkata, on February 1, 2020. The word-building around FIGHTS seemed rather forced, but I understand the sentiment. The surprise is…

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Vir Das gags on Chyawanprash, but Dabur sees an opportunity

February 3, 2020September 18, 2022 by Karthik S

Stand-up comedian Vir Das opens his new Netflix show, ‘Vir Das for India’, with a visceral love-hate for Chyawanprash! ___ “If you want to experience our country, you have the taste our country. Therefore the first thing you must put in your…

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Vakrangee’s opportunity between ‘news’ and ‘advertising’ – PR or media buying?

January 31, 2020January 31, 2020 by Karthik S

I have a feeling I have been seeing a LOT of news about Vakrangee in the past one week. It was on 28th January (Tuesday), and again, today, in ET. Also on January 29th, in Moneycontrol. The interesting connecting point between all…

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