I do understand the idea behind this campaign by Greenvale masks. The agency (Kanade Advertising) is trying to showcase that wearing a mask is easier than trying 3 specific kinds of (relatively tougher) yoga poses (Baddha Vatayanasana, Garudasana and Uttanasana, from whatever 1/4 ImageImageImage
2/4 limited I know). But the leap of logic is glaring too.
One, yoga keeps us healthy - masks keep us alive, during a pandemic! There is a difference between the kind of value/protection they offer and putting them on the same pedestal to offer a reductive conclusion does
3/4 injustice to both!
Two, there is absolutely no need to showcase one as superior to the other, in the short term or otherwise. In fact, we need both - masks, when we go out, and yoga on a daily basis. Comparing them is not needed at all.
4/4 I really wish the client and the agency had applied their reasoning and thinking a bit more before signing off on this concept.

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More from @beastoftraal

31 Jan
A round-up of my posts from last week:

1. VW CEO's first tweet is a good lesson for other CXOs considering Twitter. It doesn't follow the template to be 'safe', and comes across as someone who gets what makes the platform click! Here's why: bit.ly/appointv 1/4 Image
2. On the 4th page of Netflix's most recent letter to shareholders (4th quarter, 2020), there is a mention of a new feature that they plan to roll out globally in the first half of 2021. The question then is this: how safe is your free will? bit.ly/willnetflix 2/4 Image
3. Can owners *review* their own products/services? A restaurant owner in Canada uses phenomenally honest reviews as a way to make this menu stand out! Refreshingly creative idea that could be emulated by larger hotels too! bit.ly/review-self 3/4 Image
Read 4 tweets
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
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
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!
Read 16 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

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