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Category: basics

Kya baat kar rahe ho, OYO?
basics communication creative marketing & advertising opinion 

Kya baat kar rahe ho, OYO?

June 11, 2024June 11, 2024 by Karthik S

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…

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Internal logic, or the lack of it, in advertising
basics creative marketing & advertising opinion 

Internal logic, or the lack of it, in advertising

March 23, 2023July 3, 2025 by Karthik S

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…

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Disclosing the use of ChatGPT in your writing – should you?
basics communication opinion 

Disclosing the use of ChatGPT in your writing – should you?

March 6, 2023March 6, 2023 by Karthik S

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…

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Personification as a creative device in advertising
basics communication creative marketing & advertising opinion 

Personification as a creative device in advertising

February 13, 2023January 20, 2024 by Karthik S

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…

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Exploring the fundamentals of meme marketing
basics creative ideas long-form marketing & advertising opinion social media 

Exploring the fundamentals of meme marketing

January 9, 2023January 9, 2023 by Karthik S

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…

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Competence is not a prerequisite for personal branding
basics opinion personal branding social media 

Competence is not a prerequisite for personal branding

January 6, 2023January 6, 2023 by Karthik S

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…

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PR/corporate communications deserve better marketing. Here’s a start.
basics communication opinion 

PR/corporate communications deserve better marketing. Here’s a start.

July 1, 2022July 1, 2022 by Karthik S

I have spent more time handling corporate communications and public relations than any other function (related to social media, digital marketing, and advertising) in my 2 decades+ career in the communications space. When I first joined a PR firm after spending considerable…

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