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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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The Zoya Factor: Titan Zoya’s content strategy
communication ideas marketing & advertising opinion social media 

The Zoya Factor: Titan Zoya’s content strategy

August 1, 2023August 1, 2023 by Karthik S

Most brands talk of a ‘content strategy’ besides other forms of marketing and communications (including advertising), but very few truly go all the way sticking to their strategy. A couple of brands like Zomato, Dunzo, and Swiggy, among others, have successfully cracked…

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AI in advertising: more misses than hits, so far
communication creative ideas marketing & advertising opinion 

AI in advertising: more misses than hits, so far

July 26, 2023July 26, 2023 by Karthik S

With the possibilities offered by AI, it was eventual that the advertising industry was going to have fun with it. Think of the most basic AI use case: to replicate someone’s voice to say anything (based on your input). Even better, make…

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A 2014 Hindi book, Kingfisher, and Red Label’s social network ad
communication creative marketing & advertising opinion 

A 2014 Hindi book, Kingfisher, and Red Label’s social network ad

July 3, 2023July 3, 2023 by Karthik S

“In a way, ‘tea’ is also a kind of social network through which we make so many connections and relationships and end up calling them ‘friendship’ or ‘love’. We make these connections so effortlessly, like ‘Ok, let’s meet for tea sometimes’, or…

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