From the end of an MK Retail store to FMCG brand-building stack 2.0
Extrapolating the end of a beloved neighborhood departmental store to imagining the FMCG brand-building stack 2.0
Category: basics
Kya baat kar rahe ho, OYO?
One of the most basic lessons I learnt in my PR days (across both client-side corporate communications and agency-side public relations) is ‘do not repeat the negative’. There is ample reason for this. And all those reasons lead to a simple human…
Internal logic, or the lack of it, in advertising
Advertising is an awkward combination of fiction and non-fiction. To be interesting, it needs to use fictional elements that lead to suspension of disbelief on the part of the viewers. So, when Axe shows that women get magnetically attracted to the scrawny…
Disclosing the use of ChatGPT in your writing – should you?
The office of Equity, Diversity and Inclusion (EDI) at Vanderbilt’s Peabody College of Education last week issued a statement addressing the recent mass shooting at Michigan State University where a 43-year-old gunman shot students at random that killed three students and injured…
Personification as a creative device in advertising
Here we go, exactly one year later! 🙂 Last year, in February, I had written about the use of anthropomorphism as a creative device in advertising. Simply put, anthropomorphism is giving human form to things/objects. This works very well in advertising since…
Exploring the fundamentals of meme marketing
Let me start by confessing that I did like CRED’s new ad campaign for Bidblast where they made use of The Times of India’s classified section. It’s not a new idea, and other brands like Zomato have used it before. But the…
Competence is not a prerequisite for personal branding
To be clear, competence is not THE only criterion for personal branding. To link competence as a prerequisite for personal branding is a failure of imagination. A recent article in the Financial Express, by ad industry veteran Ambi Parameswaran—also the author of…