A customary annual round-up! Looking back, WordPress informs me that I have written 256 posts in 2020. My usual target is 1 post per weekday and I guess that adds up.

As per Google Analytics, here are the top 10 most viewed posts: bit.ly/2020tops
1. Tanishq’s Ekatvam, the oneness, broken bit.ly/ekatvam
My perspective on possibly THE most discussed, analysed, abused, op-ed'ed, trolled, laughed at, supported, tweeted, WhatsApp'd ad of 2020 in India.
2. ACU – Amul Chocolate Universe bit.ly/amulCU
I stumbled upon the many, many varieties of chocolates Amul has and that gave me an idea to build an Amul Chocolate Universe, on the lines of Marvel Cinematic Universe!
3. INOX’s outburst and a lesson on framing in corporate communication bit.ly/inoxtreme
The multiplex business model is damaged beyond repair in 2020 and both PVR and INOX made some statements in public. INOX's tone was all wrong.
4. The new CRED ads – an autopsy bit.ly/saycred
My take on the now-viral-amongst-agency-types CRED ads that I cannot make head or tail of.
5. Time to scrub Scotch-Brite’s logo, 3M India bit.ly/scrub3m
A friend pointed something out in Scotch-Brite's logo, I wrote about it and everyone praised the brand's response on LinkedIn, for 24 hours. Then the disinformation started, taking things on a bizarre tangent.
6. LinkedIn permanently bans a member, courtesy Byju’s bit.ly/linkedout-byjus
The brand that won 2020's digital-only sweepstakes was also very, very aggressive in going after people who spoke against it.
7. The Ramayana Cinematic Universe and Mahabharata Cinematic Universe! bit.ly/rcu-mcu
Why should only Marvel and DC have cinematic universes? I imagined Ramayana and Mahabharata as multi-film cinematic universes, complete with end-credits and post-credits scenes!
8. Wolf Gupta, the imaginary child bit.ly/wolfgupta
Grogu/Baby Yoda may have been the most popular imaginary child outside in India, but in India, that title goes to Wolf Gupta, courtesy WhiteHat Jr's advertising blitzkrieg.
9. Hung up on genuine hing bit.ly/truehing
A glance at the back of an LG Hing pack took me on an interesting journey!
10. Why Danish Sait gets branded content right bit.ly/bevarsi-kudka
2020's most prolific and funniest star is Danish Sait. But, besides his alarmingly consistent content, how he did branded content deserves a special look.
Within a specific topic—personal branding—that I conduct corporate workshops on, here are the top 5 posts:

1. 9 tips for personal branding via social media bit.ly/2020topvoice
Useful tips from my own experience, based on what worked for me.
2. Don’t drink your own kool-aid in the name of personal branding bit.ly/brand-koolaid
Most people mistakenly presume that personal branding = talking about yourself. That's a failure of imagination.
3. Habits bit.ly/habit-capsicum
How habits help me in my daily life, whether it is for my physical health or the way I approach personal branding.
4. Using perspectives to nurture your personal brand bit.ly/addperspective
There is a big difference between an opinion and a perspective. I argue how the latter could be a great resource in building your personal brand.
5. Motivating yourself bit.ly/motivateYOU
If you are keen on building your personal brand, your motivation needs to go beyond external/social validation provided by Likes, Shares or Comments. Here's what works for me.

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More from @beastoftraal

2 Jan
The Shimla Meteorological Office announced on Sept.28, 1896 that a massive cyclone would destroy Bengal in two days. People expected the worst, but, Oct.1, after few drops of rain, the sky cleared. How did the cyclone disappear? Only one person knew what happened to the 1/5
2/5 cyclone. He was on a ship to Ceylon. When the ship was threatened by large waves caused by the cyclone, he remembered that his daughter had given him a bottle of Kuntalin hair oil. He remembered reading in The Scientific American that oil floats above the water and calms the
3/5 tension on the surface. In a desperate attempt, he empties the bottle of Kuntalin Hair Oil into the sea! The wild waves caused by the cyclone calm and Calcutta is saved!!
---
This short story was titled, "Niruddesher Kahini" (Story of the Untraceable), and was written by
Read 6 tweets
1 Jan
A Financial Times update on 'employee advocacy', from yesterday.

I have conducted quite a few corporate workshops on employee advocacy and my approach has always been about a simple starting point: if a corporate wants its employees (at any level) to be its advocates, 1/5 Image
2/5 formally or informally, those employees need to have a distinct and interesting enough online voice!

The other point to understand, for corporates, is that if they do find an employee with a fairly significant online voice, chances are that it is not because they speak
3/5 about the company often (there are exceptions). To add company-talk in an employee's pre-existing online reach is force-fitting the corporate brand and diluting why the employee gained her/his online reach in the first place.
Read 5 tweets
31 Dec 20
In Season 3 of The Mandalorian, the Mandalorians' 'Children of the Watch' sect take stock of their seriously dwindling numbers.

The going is tough, what with always staying inside beskar armor and mask that makes it very stuffy for the cult members. The attrition rate was 1/11
2/11 so alarming and the defections to the mainstream non-helmet rule Mandalorian society so attractive that the Armorer finally decides to do something about their problem.

The Mandalorians hire a storied marketing agency from Madison Avenue in Planet Mandhattan.
3/11 The agency, after considerable inter-planetary research, informs them that one way to stem attrition is to be less stringent with the 24x7 beskar helmet rule.

This doesn't go well with The Mandalorian Committee for Rebranding and after the Committee's co-chairman,
Read 11 tweets
13 Dec 20
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
Read 5 tweets
4 Dec 20
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 20
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

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