😔 ImageImage
😔 ImageImage
"Worse still was the government’s seeming indifference to the mounting tragedy. Even as the scale of India’s second wave grew obvious, Mr Modi and his top ministers actually encouraged vast gatherings, both at their own giant election rallies and at the Kumbh Mela" ImageImageImageImage
"Politicians addressed tens of thousands at election rallies. 'The dominating factor to me is the social events, economic activities and carelessness of religious activities,' said Rakesh Mishra, director of the CSIR Centre for Cellular and Molecular Biology." ImageImage

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More from @beastoftraal

24 Apr
It was Earth Day, two days ago. Given the dire situation all around, Earth Day communication seemed largely muted this year - and this is totally understandable.
In context, I recall a campaign from March 2021, for the Colombian NGO Conservation International, by the agency 1/5
2/5 MullenLowe SSP3, Bogotá. The crux is this: how to hammer the truth that we, as a species, are in an incredibly precarious situation with regard to drinking water? That too, through the print/visual (non-video) medium! ImageImageImageImage
3/5 A decade ago, I recall reading: "Only about 3% of Earth's water is freshwater. Of that, only about 1.2% can be used as drinking water".
In 2020, the stats have evolved, to our detriment: "0.5% of the Earth's water is available freshwater. If the world's water supply were
Read 5 tweets
22 Apr
Hospitals desperately *tweeting* for help is the scariest thing ever to see on social media 😥
Continued:
God!!! This is relentless 😔
Read 4 tweets
22 Apr
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.
Read 5 tweets
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
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
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
Read 7 tweets

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