A round-up of my posts from last week:

1. The movie business is changing dramatically right in front of our eyes. But streaming is not the future; pay-per-view is. 3 ideas to make pay-per-view worth the fee: bit.ly/paisavasoolppv 1/5 Image
2. How seriously do you take the data from your fitness band? Do you prioritize that data over what your own body is communicating with you? bit.ly/talktothebody 2/5 Image
3. Who is Ryan Reynolds? An actor? A marketing agency owner? An influencer? He's all three rolled into one and disrupting the ad-agency model like never before bit.ly/gooddeadpool 3/5 Image
4. We now have AI that can generate text based on a brief. Would we have technology in the near future that could conjure videos as we imagine them in our heads? Here's an unlikely ad that showcases the scenario bit.ly/imaginebooks1 4/5 Image
5. I chart a timeline of the murky history of the bottled honey industry in India from 2003 where everyone - big brands, consumer-voice publications and Government agencies seem to be colluding to take the Indian consumer for a mega-ride bit.ly/murkyhoney 5/5 Image

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More from @beastoftraal

4 Dec
Had a say on the brand appeal of MDH's Dharampal Gulati, for Indian Express, today, courtesy @bysurbhigupta: bit.ly/36Cd4oI
More on the point I had made:
Many entrepreneurs have been their own product/service's brand ambassadors and Dharampal Gulati too used to 1/5
2/5 appear in MDH Masala ads. But he had an additional media vehicle to have his face imprinted in our minds - the product packs! He was probably one of the early Indian entrepreneurs to be both mascot as well as the owner! So it becomes pretty difficult to miss him, or ignore
3/5 him, since he was in front of us via so many touch points (limited only by the extensive range of products MDH had). Other entrepreneurs who were their product/service's brand ambassadors in mass media have been spoken about in pop culture too, but many have been made
Read 5 tweets
9 Nov
When is BigBasket likely to inform users about the data breach, the extent of the breach and what we users are supposed to do as a result?
2/5 While the company has issued a statement in response to the media reports, *to the media*, isn't it appropriate that they also inform users directly too? If we users read about the breach in the news and do not hear anything from the company directly, that looks terribly bad
3/5 from a corporate communications perspective. Companies gleefully go over the board with offers and new deals to email, sms us customers. But when it comes to bad news, why delay informing customers? If they knew the news is going to be out today in the papers (they have
Read 5 tweets
8 Nov
During the peak lockdown, I did anticipate advertising campaigns framing our shopping as 'helping businesses'. Understandably, many campaigns are launching now for the Deepavali festive season that frame the 'buy and help businesses' narrative. 1/4
2/4 The Birla White ad I shared last week had that theme.
3/4 Here's another beautifully strung together similar narrative from Philips, by Ogilvy. The film's narrative literally stitches various buyers of products and services as helping the sellers and each sale segues smoothly to how it would change their Deepavali. It is a bit too
Read 4 tweets
8 Nov
A round-up of my posts from last week:

1. An ad that made me cringe massively - not sharing the brand name/product because that would be a spoiler. Here's why I think this ad is deeply disingenuous and irresponsible: bit.ly/maskshaming 1/5
2. Part 1 of 2 posts on creativity in Public Relations. Highly creative methods of earning the media's attention, by Brand-Comm and Text 100 (now, Archetype), for Indian clients: bit.ly/pr-creative1 2/5
3. Part 2 of 2 posts on creativity in Public Relations. A creative method by a technology brand to get into media in sections they can never dream about - as a campaign, this idea is 13 years old and still going strong! bit.ly/pr-creative2 3/5
Read 5 tweets
7 Nov
Why are the advertising air conditioners in November?
Advertisement for air conditioners by Haier, in November... generally winter, in India.
Some loud thinking:
1. Most white goods brands targeting summer were not able to advertise during 2020 summer given the peak of the fear of the pandemic and the ensuing stringent 2/6
3/6 lockdown. So, they may be making up for lost time.
2. This is in the Mumbai and Chennai editions, cities that generally do not have a proper winter (the seasons in Chennai is humorously referred to as, "Hot, hotter, hottest"). So they are targeting metros that are generally
Read 6 tweets
3 Nov
The "love jihad bogey' epidemic is spreading. Thankfully, editorials call out the bigoted RULERS of our country.

"The love jihad bogey treats women as gullible, defenceless participants in relationships"

"The use of such vocabulary is a reflection of bigotry and patriarchy" ImageImageImageImage
"such a law is exceptionally bad news for Indian women. In the framing of the “love jihad” narrative, Hindu women are only gullible victims. They are not consenting adults free to make their own choices" Image
"The astounding proposal to enact a law to curb what they call ‘love jihad’ reeks of a vicious mix of patriarchy and communalism. There is no legal sanction to self-serving and political terms such as ‘love jihad’. The detestable idea amounts to legitimising a a blatant slur." Image
Read 22 tweets

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