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Dense commentary on social media, PR, marketing, advertising and branding.

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Dr. Neena Gupta and Dr. Akshay Kumar
marketing & advertising opinion 

Dr. Neena Gupta and Dr. Akshay Kumar

October 7, 2020October 7, 2020 by Karthik S

When you watch this ad for Lifebuoy soaps, where the “doctor” replies to an exclamation by the boy’s mother, “Lifebuoy?”, “Naya Lifebuoy!”, what do you think? Do you believe that he is a real doctor and that his word carries weight… enough…

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Welcome to our own online store
opinion 

Welcome to our own online store

October 6, 2020October 6, 2020 by Karthik S

When Rediff launched online shopping (as e-commerce was called then) in the late 90s, they did not promote the category. Till Flipkart, in the early 2010s started promoting the entire e-commerce category using the kids-as-adults theme, everyone in the sector presumed ‘What…

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The lost eateries project
ideas opinion 

The lost eateries project

October 5, 2020October 5, 2020 by Karthik S

Back in the late 1990s when I had just started working in Delhi, as a Tamilian in love with paneer and all-things-Punjabi-food, I used to thoroughly relish eating out. Delhi was foodie heaven for me and the prospect of cheap/affordable Punjabi food…

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A local restaurant aims super high
marketing & advertising opinion social media 

A local restaurant aims super high

October 2, 2020October 2, 2020 by Karthik S

If you are a restaurant with branches in 2 cities in Kerala (and one in the Gulf, obviously), and are opening a new branch in one of the cities that you are already present in, how would you publicize the inauguration? You…

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Squeezing ketchup
creative ideas opinion 

Squeezing ketchup

October 1, 2020October 1, 2020 by Karthik S

Pouring ketchup out of a glass bottle has always been a painful task. Back in the late 1970s, Heinz, a market leader of ketchup in the US tried to tackle this consumer problem using marketing creativity. They framed the slowly moving ketchup…

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The new CRED ads – an autopsy
marketing & advertising opinion 

The new CRED ads – an autopsy

September 30, 2020September 30, 2020 by Karthik S

After their first print ad in January 2019… …and after the TV campaign starring Jim Sarbh in October 2019… …it looks like CRED has finally hit gold, at least in terms of buzz, during the current IPL season, thanks to its new…

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A gingelly oil gingerly asking users to buy from their brand store
marketing & advertising opinion 

A gingelly oil gingerly asking users to buy from their brand store

September 29, 2020September 29, 2020 by Karthik S

Even till early this year, it may have been unimaginable that a brand like Kaleesuwari, owner of brands like Gold Winner oil, may ask readers to go directly to their own page and order their products! But today’s ad campaign by them,…

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