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Category: opinion

A marketing perspective around sleep
communication creative ideas marketing & advertising opinion 

A marketing perspective around sleep

September 28, 2023September 28, 2023 by Karthik S

“Human beings are the only species that deliberately deprive themselves of sleep for no apparent gain”, says preeminent neuroscientist and sleep expert Matthew Walker, in his book, ‘Why We Sleep’. Even more alarmingly, he adds, “Our lack of sleep is a slow…

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The PR brilliance behind Rapido’s Captain
communication marketing & advertising opinion 

The PR brilliance behind Rapido’s Captain

September 21, 2023September 21, 2023 by Karthik S

Notice anything unusual about these three clusters of news headlines? While the headlines call the drivers from ride-hailing platforms like Uber, Ola, and Rapido as ‘drivers’, for Rapido alone, there is an adequate number of headlines (and news reports) that use the…

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Brand personality lessons from Fold
communication marketing & advertising opinion social media 

Brand personality lessons from Fold

September 14, 2023September 14, 2023 by Karthik S

The purpose of any kind of corporate communication is to leave a positive impression about the organization in the minds of people. Ironically, I recently came across a piece of corporate communication from a company that was being shared online for its…

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Why does Infosys need a sonic identity?
communication creative long-form marketing & advertising opinion 

Why does Infosys need a sonic identity?

August 31, 2023August 31, 2023 by Karthik S

Infosys recently made a media splash about launching its own sonic identity. A sonic identity is nothing but an audio logo of sorts. The basic idea is that you hear a piece of sound or music and you identify the brand behind…

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Why did the tomatoes go on a vacation?
communication marketing & advertising opinion 

Why did the tomatoes go on a vacation?

August 24, 2023August 24, 2023 by Karthik S

Tomatoes and Onions are in the news… again! Prices of essential commodities like vegetables make news when they rise and fall, and this is the season of extraordinarily high prices of tomatoes at least. Three fast-food chains recently dropped tomatoes temporarily from…

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Canon India’s new phony campaign
communication creative marketing & advertising opinion 

Canon India’s new phony campaign

August 16, 2023August 16, 2023 by Karthik S

When I watched the 4 ads that are part of Canon’s new Indian ad campaign titled, ‘Some Things are Best Left to Canon’, I could genuinely feel for the legendary camera brand. Here are the 4 ads – watch these first, before…

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Zomato’s Kachra and McDonald’s Date
communication creative marketing & advertising opinion 

Zomato’s Kachra and McDonald’s Date

August 10, 2023August 10, 2023 by Karthik S

Back in my agency days, I clearly recall an interaction with a young planner because my jaw dropped to the ground. We were discussing a client’s brief and within the context of sharing an idea for that client, I referred to Enid…

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