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Karthik Srinivasan

@beastoftraal

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Communications strategy consultant. Connect with me for corporate workshops on personal branding. No paid posts - my words are not for sale.
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What "query"? BJP has *WON* the elections. We people elect leaders so that they get sweeping powers to do anything they want and evade ongoing accountability. by @beastoftraal
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7 hours ago
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Engaging and enjoyable long-form ad for ChatGPT, directed by Reema Kagti and produced by Tiger Telly, the short-form content venture by Tiger Baby (production house co-founded by Zoya Akhtar and Reema Kagti). The idea to situate the utility value of ChatGPT within a large family that faces a difficult situation makes a lot of sense in elevating the use-case of the LLM platform. But even within that framework, the script involves individual family members seeking ChatGPT's help for more conventional things that we already know, like helping improve business, cooking ideas, and help for studying for UPSC exams. The way each family member addresses ChatGPT is an endearing touch - ChatGPT Ji, Chat Ji, Chat bhai, Chat beta, and so on! Even small things like the word used for spectacles make a nice difference - instead of 'chashma' (which is used later), they start with 'Ainakh'. And a lovely little twist in the end with the practical words of ChatGPT triggering a memory! #advertising #marketing #creativity by @beastoftraal
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12 hours ago
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"Vidhya" "Rambham"? Shouldn't it be "Vidhya" and "Aarambham" (which form the full word, 'Vidhyarambham')? 'Rambham' in Tamil means 'saw' (the one used to cut wood) 🤦‍♂️ by @beastoftraal
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14 hours ago
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"This is like keeping business at bars buzzing even if customers don’t show up by ask­ing bartenders to buy the drinks for themselves." by @beastoftraal
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15 hours ago
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Completely unhinged idea 😆 But oddly riveting since I wanted to see where it all leads to! Just like the previous two ads by the brand (if you are curious: https://tinyurl.com/olbanoj3)! Directed by Matias & Mathias, for Epoch Films. #advertising #marketing by @beastoftraal
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a day ago
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Hollywood seems to be willing to question the mythology of success. It doesn't confuse building an empire with being above reproach. In India, business leaders are more often immortalized through hagiographies that conflate corporate success with national achievement. by @beastoftraal
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2 days ago
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And an arrogant ruling party, too drunk on its own power, unleashing brutal violence on the same youth is a sign of doglapan? by @beastoftraal
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2 days ago
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Talking about BJP's sweep disdain for accountability is being a 'traitor' and license for the so-called patriots to sing 'Goli maaro saalon ko, desh ke gad...' in unison, which was "cleared" by the highest courts when another so-called patriot instigated a crowd with it. Othering dissenters as traitors is how a mighty powerful political party, completely intoxicated in its own power, avoids any scrutiny. by @beastoftraal
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3 days ago
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Really liked the writing in this new ICICI Life Insurance ad by Ogilvy! I was ready to not particularly like it when the black & white imagery opened and the voice-over started with 'Kal' (the way many movies situated in Mumbai start with, 'Mumbai. Ek aisa shehar...'). But the writing pleasantly surprised me with the simple, hugely relatable premise of how we think about tomorrow with a tinge of an uneasy feeling. The 'unknowable' does make most of us uncomfortable. But the narrative looks at the other side of this fear and discomfort. That is, if you have taken care for tomorrow (with insurance and related products, of course), we may look at tomorrow with a different set of eyes. Here's where, in showing the many ways we can look 'forward' to tomorrow, the way they are framed, is Ogilvy's true strength. But I have a niggling problem with that slogan. I have already written about the print ads using 'Har Kal Aasaan' as a pan-India slogan. There is no English equivalent. This was conceived Hindi-first and Hindi-only. No, this is not about Hindi, but about the cocky assumption that 'Hindi chalega'. It's not an imposition either - ads are not governments, to impose. And it flows perfectly with ICICI bank's corporate brand slogans as well - 'Hum Hai Na'/'Khayal Apka'. The same approach. Writing a Hindi slogan in English/Roman script on a pan-India print ad is hardly localization... it's just low-effort distribution. The point is not to say that brands shouldn't have a Hindi-first slogan. Not at all. The real point is to *think* how that would look in an English, Tamil, Kannada, Telugu newspaper, to name a few non-Hindi languages. So, sure... have a Hindi-first slogan, but also have an English (minimum bridge language) variant for media that is not Hindi-first. For context, Punjab National Bank uses both 'Bharose ka prateek' and 'The Name You Can Bank Upon' together in ads. #advertising #marketing #language by @beastoftraal
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3 days ago
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If SC judges will "sit on a dharna" for a mere pedestrian bridge delay, you really expect them to boldly take BJP to task for electoral malpractices? 🙄 by @beastoftraal
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3 days ago
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👌 (This is from 2018, btw). by @beastoftraal
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3 days ago
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Print ads referring to news items are not new. But a print ad referring to an opinion piece is! Today's Nikoo Homes print ad refers to yesterday's opinion piece in the editorial page of Times of India! How did this happen? Someone from Nikoo read the opinion piece yesterday, decided to quickly buy front-page space and put together an ad all in under 12+ hours? Or, was it a PR effort first - get an unbranded (no real estate brand was mentioned in the opinion piece, understandably) opinion piece (or at least 'inspire' one - that opinion piece can stand on its own anyway regardless of where the impetus came from) first and the ad the next day was part of the larger plan? by @beastoftraal
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4 days ago
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