Dense commentary on social media, PR, marketing, advertising and branding.
The new ad campaign for Tata BlueScope Steel’s flagship product Durashine (by the agency FCB Interface) may seem simple and functional at the first glance. It sure is, of course. After all, it’s indeed a basic script geared towards the positioning: “VIP-like…
UPDATE – July 28, 2022: Another one of my posts was deleted by LinkedIn. I requested a second look, and that too confirmed the rejection. Here is that post. Original post: [This post uses words with ‘—‘ in place of the actual…
I order something on say, Myntra or Amazon (or any of the e-commerce apps, for that matter):Notification 1: Email from the bank if I paid via net banking/credit card/UPI.Notification 2: SMS from the bank if I paid via net banking/credit card/UPI.Notification 3:…
It’s clear that SpiceJet, India’s budget airline brand, is going through a humongous reputational crisis caused by relentless, back-to-back issues in its planes/flights. From what I recall, the issues started in December 2021 and then have been almost a consistent fixture in…
The first time I saw the new co-branded promo by Usha grinders for the upcoming biopic of Indian cricketer Mithali Raj, Shabash Mitthu, I quite liked the wordplay and thought. ‘Better batter’ was perhaps a slightly corny low-hanging fruit, but they closed…
I have been writing about music for a very long time. I started writing music reviews in the late 1990s/early 2000s period for The Music Magazine, a Bangalore-based online music website (now defunct). I then started writing 100-word music reviews on my…
Since I interact with a lot of senior corporate leaders during my workshops on personal branding (via social media), one of the questions that get asked very, very often is this: “What if I have an opinion that is at crossroads with…