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22 Apr, 5 tweets, 2 min read
Apple launched AirTag at the Spring Loaded event on April 20.
Samsung launched a new ad film for Galaxy SmartTag+ on the same day (Galaxy SmartTag & Galaxy SmartTag+ were launched in January 2021).
Tile launched the same product way back in August 2013.
1/5
2/5 Let me take the ad films of Apple ('Couch'), Galaxy SmartTag+'s new ad film, and Tile's most popular film, 'Lost Panda' (October 2017; agency: Deutsch. 12 million+ views) for a narrative comparison.
3/5 Apple's AirTag ad is truly whimsical, entering fairy-tale territory, away from practical communication. I thought it went overboard with its exaggeration (like the iPhone 12 'Fumble' ad), almost evoking a 'Seriously?' reaction.
4/5 Samsung's ad too went overboard, but its narrative exaggeration seemed rooted in the product pitch. The keys moving naturally because of a series of events is plausible and so is the clever, final twist.
5/5 Tile's ad too uses globe-trotting exaggeration that veers completely off the product pitch (like Apple), but the ending closes things on a neat, emotional high.

Samsung & Tile's ads appealed to me, practically, but chances are, Apple's product may sell the most :)

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Karthik Profile picture
21 Apr
Apple iPhone 12's latest ad (released in late March 2020) is called 'Fumble' (aptly so) and focuses on the product's build quality and materials that supposedly render it (nearly) indestructible. The act of fumble, after the lady loses grip of her phone, is exaggerated 1/5
2/5 adequately in typical advertising style, and perhaps extends to a few more unnerving seconds than what seems natural, but that extension is made both interesting and enjoyable by the remarkable choice of background sound! That sound is a tabla-vocal combo by British Indian
3/5 musician Nitin Sawhney - the song being used is 'The Conference', from his 1999 album 'Beyond Skin'. It almost feels (in hindsight, of course) like the agency (TBWA\Media Arts Lab) plotted the narrative to suit the music, given how monumentally appropriate it seems to the
Read 5 tweets
Karthik Profile picture
20 Apr
Chintu Ji
Ji Haan
Kyun Ji
Ji Kya
Ji Nahin
Parle G?
The latest brand war between Britannia Milk Bikis and Parle G is not the level of Sebamed vs. other soaps or CRED vs. Magicpin. But because it is not direct/head-on and more a nudge-wink, it feels more light-hearted fun. 1/5
2/5 Lowe Lintas's narrative is largely banal - a well-known actor selling the biscuit by framing the rival Parle G as 'sadharan'. There's not much materially different between the 2 products either - whatever difference has to be built using specious claims and story-telling.
3/5 But the banter throws puns, targeting Parle G, at us non-stop that we may be forced to want to see it again just to ensure we caught it all. It's all in mild humor, nothing too abrasive (and a tad too predictable - the 'they are ordinary, we're superior' is rather
Read 5 tweets
Karthik Profile picture
15 Apr
My wife got a seriously upset stomach (most probably because of the raw mangoes we all ate that day) in the last week of March. It led to fever, loss of smell and taste, but our doc didn't recommend COVID test. And then it subsided with medication, in a week! I caught 1/7
2/7 something in the first week of April and have been bedridden since then, with daily bouts of fever and intense body pain. Plus loss of smell and taste (and appetite) that has been the most devastating. After 2 weeks of medication (COVID-negative, which the doc said was most
3/7 surprising since my symptoms are classic COVID-19 symptoms - and both wife and I got tested, to be safe, and got negative), losing more than 7kgs in weight and feeling incredibly drained out, today is the day I'm feeling even mildly normal. It's day 3 of not needing
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Karthik Profile picture
22 Feb
BigBasket has sent a cease & desist notice to a Coimbatore-based offline and online grocery store called DailyBasket!
Reason? "Your name, website and mobile app are similar to ours"!
The 7th point in BigBasket's letter is phenomenally 1/4
2/4 arrogant: "transfer the deceptively and confusingly similar domain dailybasket dot-com to our client at no costs". Yeah, right.
What are DailyBasket's options, against a legal notice from a much-larger, now-acquired-by-Tata-Group giant?
They can respond legally. They can
3/4 submit, and comply.
Or, they can take the battle public!
DailyBasket has created a website called BBisabully (bit.ly/bbisabully) to address all the charges, with visual evidence to show how absurd they are!
'basket' is a very common word in e-commerce/offline commerce.
Read 5 tweets
Karthik Profile picture
21 Feb
A round-up of my posts from last week:

1. In 2010, a Microsoft ethnographic study found that 3 kinds of activities related to search - Missions, Excavations & Explorations. I look at these from a personal branding pov bit.ly/internet-user 1/5
2. Two ads from January 2021, for two different products, but their messages are polar opposites! Both ask you to 'feel good'. When you see them together, you may be in a quandary :) bit.ly/good-feel 2/5
3. Traditionally, wine has always been associated with glass bottles. Recently, a few brands are trying other forms of packaging. One of them has an interesting ad campaign to communicate the new pack, while another has an exciting package design! bit.ly/tetrawine 3/5
Read 5 tweets
Karthik Profile picture
20 Feb
Before you want to become a 'Thought Leader', you need to share your thoughts first, consistently. When you do, your readers may decide whether you are a 'thought leader' or not.
The other day, I also noticed a request in a WhatsApp Group - "Could anyone recommend an agency 1/4
2/4 to write thought-leadership articles for our CEO?".
There are 2 parts in 'thought leadership' - the most important element is the thought. The second aspect is articulation. Seeking help in articulation is perfectly justified since not every person is adept in that facet,
3/4 but the starting point is 'thought'... consistently, on a few topics that matter most to you where you want to build your personal brand, and where you push the existing set of beliefs and thoughts into newer directions and perspectives with well-worded arguments and points.
Read 4 tweets

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