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Category: creative

The mattress advertising conundrum
communication creative marketing & advertising opinion uncategorized 

The mattress advertising conundrum

December 1, 2021December 1, 2021 by Karthik S

Back in 2018, a tweet on bedspreads/bedsheets went massively viral. The contention was that millennials do not use a bed spread on top of their mattress! The second interpretation was that it referred to the sheet under the comforter as against the…

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A marketing idea around Saraswati Pooja
communication creative ideas marketing & advertising opinion 

A marketing idea around Saraswati Pooja

November 29, 2021November 29, 2021 by Karthik S

Over the last few years, there has been a tremendous clamor to own and utilize Black Friday in India. Considering most Indians don’t even know what Black Friday is, or why it has been anointed as a shopping extravaganza, it is mighty…

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How to tell the BNPL story creatively?
communication creative marketing & advertising opinion 

How to tell the BNPL story creatively?

November 25, 2021November 25, 2021 by Karthik S

There is a lot of interest around Buy Now Pay Later (BNPL) recently. If you read about it, you’d realize that it is nothing new at all – in simple terms, this is an ‘installment option’ usually offered by a bank or…

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End the day with fantasy, brick by brick
communication creative marketing & advertising opinion 

End the day with fantasy, brick by brick

November 19, 2021November 19, 2021 by Karthik S

What would you want to do at the end of a day… any day? Two brands, in two completely different product segments, offer the same thought, leading to their respective products! The first is ITC Sunfeast Dark Fantasy. The product has been…

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“Aiyyo! Doesn’t feel like advertising only!”
communication creative marketing & advertising opinion social media 

“Aiyyo! Doesn’t feel like advertising only!”

November 18, 2021November 18, 2021 by Karthik S

Much like Danish Sait (I had written about his branded content earlier), I have been a big fan of the ‘content’ shared by Shraddha Jain aka Aiyo Shraddha as well. The similarities are uncanny – both are in Bengaluru, both have had…

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The sound of mixie
communication creative marketing & advertising opinion 

The sound of mixie

November 16, 2021November 16, 2021 by Karthik S

The ‘mixie’ that we use in Indian kitchens—now called ‘mixer grinder’; I believe it was Sumeet that had a mixer grinder called ‘Sumeet Mixie’ and the name stuck—is known for one more thing beyond its core function (grinding stuff): loud noise. The…

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Misdirection as a narrative device in advertising
communication creative marketing & advertising opinion 

Misdirection as a narrative device in advertising

November 8, 2021November 8, 2021 by Karthik S

Two new ad campaigns use a classic advertising misdirection to force a particular imagery first, only to change it entirely to make a contextual point. Take a look at the series from Petco, the pet food company, made by the agency Droga5….

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