Positioning brainwave from PhonePe!

Of the many, many ad campaigns released in 2022, I have watched and observed 927 Indian advertisements and 2,531 global advertisements. That’s a good universe for me to pick my top 10 ads from India in 2022! Tune in to ‘The Advertiser’s Guide to the Galaxy’ with me Karthik Srinivasan to know which 10 brands and ad made it to the list! Check out the ads referred to here: https://bit.ly/topads2022 You can follow Karthik Srinivasan on social media LinkedIn : ( https://www.linkedin.com/in/karts/ ) Twitter: ( https://twitter.com/beastoftraal ) Instagram: ( https://www.instagram.com/beastoftraal ) Blog: ( https://beastoftraal.com/)  Do follow IVM Podcasts on social media. We are @IVMPodcasts on Facebook, Twitter, & Instagram. Follow the show across platforms: Spotify, Apple Podcasts, JioSaavan, Google Podcasts, Amazon MusicSee omnystudio.com/listener for privacy information.

HUL’s Vim recently went to town with a new product called Vim Black, a men-only dish-wash liquid! Soon, Vim confessed that the product doesn’t really exist. Tune in to know why Karthik Srinivan thinks Vim Black was an odd misfire and a tonal aberration from HUL. Check out the ads here: Vim Black product packaging 1: https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/12/vim-product-pack-2.jpg Vim Black product packaging 2: https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/12/vim-product-pack-shots.jpg Vim’s confession: https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/12/vim-fake.jpg Vim Black ad starring Milind Soman: https://www.youtube.com/watch?v=bEDNbPQyVVw Vim Black ad 2: https://www.youtube.com/watch?v=5Z61w6ZFUEY Vim Black ad 3: https://www.youtube.com/watch?v=HIQ9Wk1W3xI Vim ad campaign featuring Virender Sehwag: https://www.youtube.com/watch?v=CAAl3J0yKyw https://www.youtube.com/watch?v=AwY0IjoSNRk https://www.youtube.com/watch?v=h03H-e0rpCM Vim’s December 2021 ad campaign: https://www.youtube.com/watch?v=6b8f3XQZZXc P&G Ariel’s Share The Load campaign: https://www.youtube.com/watch?v=AIr5btESyNA https://www.youtube.com/watch?v=wJukf4ifuKs https://www.youtube.com/watch?v=8QDlv8kfwIM https://www.youtube.com/watch?v=DA64FF7MR58 Lloyd Unisex washing machine ad: https://www.youtube.com/watch?v=vOX0XrxYqpc Henkel’s Pril Tamarind ad: https://www.youtube.com/watch?v=yGU34cOjQRg  You can follow Karthik Srinivasan on social media LinkedIn : ( https://www.linkedin.com/in/karts/ ) Twitter: ( https://twitter.com/beastoftraal ) Instagram: ( https://www.instagram.com/beastoftraal ) Blog: ( https://beastoftraal.com/)  Do follow IVM Podcasts on social media. We are @IVMPodcasts on Facebook, Twitter, & Instagram. Follow the show across platforms: Spotify, Apple Podcasts, JioSaavan, Google Podcasts, Amazon MusicSee omnystudio.com/listener for privacy information.

A commonly used framing device in advertising involves asking people to be like the person being shown in the ad. But a few brands also try the opposite - they show someone in the ad and ask viewers to not be like that person! Examples of ads that use these framing devices and how it works - tune in to know more! Check out the ads here: Kunal, Wildstone: https://www.youtube.com/watch?v=U-bpHTapG-U Kiran, UpGrad: https://www.youtube.com/watch?v=JpXg0vFqKGU ACKO: https://www.youtube.com/watch?v=mM0Dv01r-QQ FTX: https://www.youtube.com/watch?v=BH5-rSxilxo BT: https://vimeo.com/463011619?embedded=true&source=video_title&owner=17334059 Lifebuoy: https://www.youtube.com/watch?v=nZXWUd-sGDk Dezerv: https://www.youtube.com/watch?v=8wa7Z6C1qac Mercury 1: https://www.youtube.com/watch?v=VNK4rV_FbXQ Mercury 2: https://www.youtube.com/watch?v=N-RA7R9LvKI  Mercury 3: https://www.youtube.com/watch?v=HoHN1Gdxtx8  Mercury 4: https://www.youtube.com/watch?v=9D_jxiW5sHs  You can follow Karthik Srinivasan on social media LinkedIn : ( https://www.linkedin.com/in/karts/ ) Twitter: ( https://twitter.com/beastoftraal ) Instagram: ( https://www.instagram.com/beastoftraal ) Blog: ( https://beastoftraal.com/)    Do follow IVM Podcasts on social media. We are @IVMPodcasts on Facebook, Twitter, & Instagram.   Follow the show across platforms: Spotify, Apple Podcasts, JioSaavan, Google Podcasts, Amazon MusicSee omnystudio.com/listener for privacy information.

There is a specific creative device in advertising that involves financial brands - they ask, "Is your money lazy?". And they also ask the opposite, "Is your money working (as) hard (as you)?".  Which brands have used this idea and how does it work? Listen... to know more! Check out ad videos here:  SBI Savings Fund: https://www.youtube.com/watch?v=3PNEh-R2lPc Bestinvest, UK: https://www.youtube.com/watch?v=-HolR79DF3Q Mutual Funds Sahi Hai: https://www.youtube.com/watch?v=VdC5pPIKExw Aldermore Bank, UK: https://www.facebook.com/watch/?ref=external&v=1001509479917702 Ally, 1: https://www.youtube.com/watch?v=atxG29g2B2o Ally, 2: https://www.youtube.com/watch?v=LR4nf3otbQ0 Rabidirect: https://www.youtube.com/watch?v=_ETRDe_C0H0   Screenshots: Ibotta 1: https://image.adsoftheworld.com/q066qf6dzbujj7vci2550v6cqxf9 Ibotta 2: https://image.adsoftheworld.com/9nwmai9gpg2qhy7u30on3jfw5cmv Ibotta 3: https://image.adsoftheworld.com/jgw2dbf729yv2t01dkrst63lngda  Ibotta 4: https://image.adsoftheworld.com/yhuxe7dgvhitlzsmo4ql52wwffsl   You can follow Karthik Srinivasan on social media LinkedIn : ( https://www.linkedin.com/in/karts/ ) Twitter: ( https://twitter.com/beastoftraal ) Instagram: ( https://www.instagram.com/beastoftraal ) Blog: ( https://beastoftraal.com/)  Do follow IVM Podcasts on social media. We are @IVMPodcasts on Facebook, Twitter, & Instagram. Follow the show across platforms: Spotify, Apple Podcasts, JioSaavan, Google Podcasts, Amazon MusicSee omnystudio.com/listener for privacy information.

Emami Kesh King recently named Hindustan Unilever’s Indulekha in their ads and claimed, Kesh King is 2 times more effective than Indulekha in reducing hair fall". And "2X effective at half the price"! How did Indulekha respond? In a really smart way! Tune in to the ‘Advertiser’s guide to the Galaxy’ to know more! Ads to refer to: https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/06/keshking-ads.jpg https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/06/kesh-king-digital-ads.jpg https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/06/indulekha-ads-english.jpg https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/06/indulekha-ads-hindustan.jpg You can follow Karthik Srinivasan on social media LinkedIn : ( https://www.linkedin.com/in/karts/ ) Twitter: ( https://twitter.com/beastoftraal ) Instagram: ( https://www.instagram.com/beastoftraal ) Blog: ( https://beastoftraal.com/)  Do follow IVM Podcasts on social media. We are @IVMPodcasts on Facebook, Twitter, & Instagram. Follow the show across platforms: Spotify, Apple Podcasts, JioSaavan, Google Podcasts, Amazon MusicSee omnystudio.com/listener for privacy information.

Sima Taparia is most well known for her hit Netflix show, Indian Matchmaking. When she announced a new position on LinkedIn recently, it made news, understandably. It's a clever campaign idea. But I do wish the brand behind it had pushed it, even more, exploiting the potential fully. Tune in to the Advertisers guide to the galaxy to know more! Check out the Ad here: Video: https://www.youtube.com/watch?v=1aybcJMe3qA Screenshots:  https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/11/sima-li-post-1.jpg https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/11/sima-li-post-2.jpg https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/11/sima-li-post-3.jpg https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/11/sima-li-profile.jpg You can follow Karthik Srinivasan on social media LinkedIn : ( https://www.linkedin.com/in/karts/ ) Twitter: ( https://twitter.com/beastoftraal ) Instagram: ( https://www.instagram.com/beastoftraal ) Blog: ( https://beastoftraal.com/)  Do follow IVM Podcasts on social media. We are @IVMPodcasts on Facebook, Twitter, & Instagram. Follow the show across platforms: Spotify, Apple Podcasts, JioSaavan, Google Podcasts, Amazon Music  See omnystudio.com/listener for privacy information.

When was the last time you got your vehicle—2-wheeler or 4-wheeler—physically inspected while renewing the insurance? Chances are, you may not have at all! And yet, PhonePe highlights that you can get a phone-based inspection done to avoid physical inspection! In this episode of ‘The Advertiser’s Guide To The Galaxy’ Karthik Srinivasan looks at a really clever positioning brainwave from PhonePe Insurance that helps itself differentiate instantly from others! Tune in to know more! Check out the ads here:  ACKO: https://www.youtube.com/watch?v=Pdgr8LQbXSY Policybazaar: https://www.youtube.com/watch?v=mIyEqGucNCs LIC: https://www.youtube.com/watch?v=EqcNHhsNzeA PhonePe Hindi ad: https://www.youtube.com/watch?v=ABlG3_Uy35A PhonePe South ads: Cars Tamil - https://www.youtube.com/watch?v=hdMu3UzdiDA Telugu - https://www.youtube.com/watch?v=fQoC6DliGLY Malayalam - https://www.youtube.com/watch?v=xCLn7fHjZHM Kannada - https://www.youtube.com/watch?v=L_f1v16PruM PhonePe South ads: 2-wheelers Tamil: https://www.youtube.com/watch?v=Z1dL8Snng-4 Telugu: https://www.youtube.com/watch?v=xjG3kI2WTEA Malayalam: https://www.youtube.com/watch?v=VoWKbFWW0DA Kannada: https://www.youtube.com/watch?v=55I9fOTgqQY   You can follow Karthik Srinivasan on social media LinkedIn : ( https://www.linkedin.com/in/karts/ ) Twitter: ( https://twitter.com/beastoftraal ) Instagram: ( https://www.instagram.com/beastoftraal ) Blog: ( https://beastoftraal.com/)  You can listen to this show and other incredible shows on the IVM Podcasts app on Android: https://ivm.today/android or iOS: https://ivm.today/ios, or any other podcast app. You can check out our website at https://shows.ivmpodcasts.com/featured Do follow IVM Podcasts on social media. We are @IVMPodcasts on Facebook, Twitter, & Instagram. Follow the show across platforms: Spotify, Apple Podcasts, JioSaavan, Google Podcasts, Amazon MusicSee omnystudio.com/listener for privacy information.

Monster India recently rebranded itself as Foundit. The rebranding campaign included a shady idea that Monster got its many employees to do on LinkedIn. In this episode of ‘The Advertiser’s Guide To The Galaxy’ Karthik Srinivasan explores the unethical LinkedIn tactic in Monster's rebranding announcement! Tune in to know more! Monster employees’ LinkedIn posts before the announcement: Image 1: https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/11/mons1-scaled.jpg Image 2: https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/11/mons2-scaled.jpg Image 3: https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/11/mons3-scaled.jpg  Image 4: https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/11/mons4-scaled.jpg  Rebranded entity: https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/11/foundit-new-640x1107.jpg  You can follow Karthik Srinivasan on social media LinkedIn : ( https://www.linkedin.com/in/karts/ ) Twitter: ( https://twitter.com/beastoftraal ) Instagram: ( https://www.instagram.com/beastoftraal ) Blog: ( https://beastoftraal.com/)  You can listen to this show and other incredible shows on the IVM Podcasts app on Android: https://ivm.today/android or iOS: https://ivm.today/ios, or any other podcast app. You can check out our website at https://shows.ivmpodcasts.com/featured Do follow IVM Podcasts on social media. We are @IVMPodcasts on Facebook, Twitter, & Instagram. Follow the show across platforms: Spotify, Apple Podcasts, JioSaavan, Google Podcasts, Amazon MusicSee omnystudio.com/listener for privacy information.

Mattress brand Wakefit is now, in 2022, running the 3rd season of the 'sleep intern' campaign. Does this idea belong to Wakefit, or its marketing agency, Spring Marketing Capital? Not really. In this episode of ‘The Advertiser’s Guide To The Galaxy’ Karthik Srinivasan looks at the long list of owners of this idea and how so many sleep solutions brands have regurgitated this idea without any credit whatsoever to previous iterations. Tune in to know more! Check out the YouTube video here: https://youtu.be/xAB5MKIMFPc Check out the Ads here:  Wakefit sleep intern, season 3: https://www.wakefit.co/sleepintern/job-description Urban Ladder’s Mattress Tester campaign: https://www.youtube.com/watch?v=uH-IhRnNpTM MattressFirm’s Snoozetern campaign: Mattress Firm Announces First-Ever "Snoozetern" to Sleep on the Job Simba Sleep’s sleep testers job opening: https://twitter.com/SimbaSleep/status/1017703957936910336 Sleep’s snooze director: https://www.globenewswire.com/news-release/2013/05/14/1050938/0/en/Got-a-Knack-for-Napping-Sleepy-s-Snooze-Director-Position-May-Be-the-Job-for-You.html Amer Jaleel’s LinkedIn post: https://www.linkedin.com/posts/amer-jaleel-62604511b_there-must-something-one-can-do-about-a-blatant-activity-6986930972881489920-z89O Britannia Good Day’s Slide of Smiles campaign: https://youtu.be/yFuWVsqOQNw  Volkswagen’s Speed up your life campaign: https://www.youtube.com/watch?v=W4o0ZVeixYU  You can follow Karthik Srinivasan on social media LinkedIn : ( https://www.linkedin.com/in/karts/ ) Twitter: ( https://twitter.com/beastoftraal ) Instagram: ( https://www.instagram.com/beastoftraal ) Blog: ( https://beastoftraal.com/)  You can listen to this show and other incredible shows on the IVM Podcasts app on Android: https://ivm.today/android or iOS: https://ivm.today/ios, or any other podcast app. You can check out our website at https://shows.ivmpodcasts.com/featured Do follow IVM Podcasts on social media. We are @IVMPodcasts on Facebook, Twitter, & Instagram. Follow the show across platforms: Spotify, Apple Podcasts, JioSaavan, Google Podcasts, Amazon MusicSee omnystudio.com/listener for privacy information.

Dabur Honey's recent digital film starring Sonu Sood starts on a specific premise - that Sonu Sood genuinely sought information on the purity of honey available in India. But was it really the case? In this episode of ‘The Advertiser’s Guide To The Galaxy’ Karthik Srinivasan looks at Dabur Honey's recent ad film that goes to a great extent to add an inauthentic starting point that pulls down the overall effort. Tune in to know more! Check out the Youtube video here: https://youtu.be/hsFpKlsTBZU Check out the Ad here:  Dabur Honey video: https://www.youtube.com/watch?v=POCvmwLxoms Dabur Vita ad: https://www.youtube.com/watch?v=6YTpcuRDA64 Sonu Sood's tweet: https://twitter.com/SonuSood/status/1553980587089997824 Sonu Sood's tweet screenshot: https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/09/sonu-aug-1-tweet.jpg Sonu - Dabur timeline: https://beast-of-traal.s3.ap-south-1.amazonaws.com/2022/09/sonu-tweets-on-dabur-all-scaled.jpg Coca-Cola ad featuring Aamir Khan: https://www.youtube.com/watch?v=_BSAFdttpVA Cadbury's ad featuring Amitabh Bachchan: https://www.youtube.com/watch?v=PH_f6qiH-Xc   You can follow Karthik Srinivasan on social media LinkedIn : ( https://www.linkedin.com/in/karts/ ) Twitter: ( https://twitter.com/beastoftraal ) Instagram: ( https://www.instagram.com/beastoftraal ) Blog: ( https://beastoftraal.com/)  You can listen to this show and other incredible shows on the IVM Podcasts app on Android: https://ivm.today/android or iOS: https://ivm.today/ios, or any other podcast app. You can check out our website at https://shows.ivmpodcasts.com/featured Do follow IVM Podcasts on social media. We are @IVMPodcasts on Facebook, Twitter, & Instagram. Follow the show across platforms: Spotify, Apple Podcasts, JioSaavan, Google Podcasts, Amazon MusicSee omnystudio.com/listener for privacy information.