Marketing
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Rage Baiting Campaigns are here to stay
Rage-baiting is technically defined as a deliberate “the manipulative tactic of eliciting outrage with the goal of increasing internet traffic, online engagement, revenue and support.” This behaviour is on steroids these days, thanks, but no thanks to Elon Musk’s tactic of shoring up engagement on twitter, presently marked with X, by sharing meagre revenues with… Continue reading
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JioHotstar and the Zen of Domain Name Management
TLDR: Full version Ever since l’affaire jiohotstar.com broke out, there has been a lot of discussion on domain names, squatting, gen Z chutzpah and the dozen ways Reliance could have used the issue for PR and made themselves look like saints. If you missed the whole story, this is what happened: An unknown young man… Continue reading
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Who’s Afraid of GenAI?
With OpenAI’s announcement of Sora, it seems as if the conquest is complete: text is done and dusted, images too, and now video. Generative video has been in the works for some time, but with Sora, OpenAI has taken a leap and shown us the possibilities. There is no looking back from here, is there?… Continue reading
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Que Sora Sora
There will be lots of commentary on how Sora will change everything. Everything. The movies we watch, the videos we consume, the advertisements we avoid and much more. This is the ChatGPT moment for video. Artificially generated video has been here for some time. You can even call animation artificially generated. Start from Disney’s Steamboat… Continue reading
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Is it a bird? Is it a plane? Is it Superman? No…
Like the good prof who goes by the name Peeleraja once said on twitter (now they call it X or whatever), the best Indian apps are those that efficiently organize the serving classes for the benefit of the monied upper classes (aka “us”). Think of a time before these apps – for ride hailing, food… Continue reading
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What That MakeMyTrip Ad Means
Our Overton Window has shifted; if politics, society and culture lead, marketing is bound to follow. There has been much commentary on the MakeMyTrip print ad that graced several newspapers on the day of the India vs Pakistan world cup cricket ODI fixture on 14 October. As you may have observed, the commentariat is divided.… Continue reading
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An Astronaut in a Mumbai Local and other AI-generated Images
A selection of artwork generated by DALL-E Continue reading
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How to Choose a Digital Marketing Course
A few weeks ago, a friend asked me for advice on which digital marketing course to enrol in. I promptly sat down to figure out a list of good courses. Stupid me – it didn’t take me long to figure that this was a futile exercise. There is no shortage of digital marketing courses in… Continue reading
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#Nike, Kaepernick and the list of Indian brands that take an unpopular stand
Believe in something. Even if it means sacrificing everything.” That’s a powerful statement, even without a context. Add the context to it and it’s on steroids. The context is Colin Kaepernick, the former San Francisco 49ers quarterback. In 2016, Kaepernick knelt down during the customary US national anthem ahead of a NFL game in protest… Continue reading
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Ten Reasons Why You Should Use Paid “Influencers”.
You read that right. I’ve crossed over to the dark side! Unless you’ve been living under a rock, you would have seen discussion and debate on “paid” hashtags – trends that are achieved via spam-tweeting scr ipted tweets. These simulate popularity, and trick the Twitter trend algorithm into believing that the hashtag is a genuinely… Continue reading