e Magus

Last week at the Cannes Lions Festival, the best minds in advertising gathered once again to celebrate creativity. Awards were handed out for what was different, daring, disruptive, and of course, “never-seen-before.” Funnily, for a festival that champions difference, the crowd looked remarkably…similar. Black or white t-shirts, jeans or linen trousers, sneakers, and perhaps a blue or black linen blazer to complete the uniform. The same happens at weddings—no matter how much we desire to stand out in the event, our hand automatically reaches for a kurta or a saree, even if it hasn’t seen the light of day in years. Why, have you ever noticed that at office parties, someone will eventually play “Summer of '69,” and as if it’s encoded, everyone in office joins the chorus of singing it together. There is something oddly comforting in sameness. Not just in rituals, but in behaviours, gestures, even aspirations. For a society that prides itself on diversity, we seem to hold a deep and en...

There’s something almost comical about LinkedIn’s wisdom factory. The moment an ad catches fire - good or bad —like Cadbury’s Not Just a Cadbury Ad , which featured Shah Rukh Khan promoting small businesses—it sparks a frenzy of insights and human truths . Marketing folks (and even those far removed from the field) pounce on the opportunity, dissecting its brilliance, speculating on its success, and anointing it a case study of our times. It’s as though every marketer is on call, ready to declare the causality behind virality. On the flip side, a campaign misstep—like current Jaguar’s rebranding ad—draws an equally feverish response. It becomes a post-mortem free-for-all, with LinkedIn lit up by a chorus of “I told you so,” blaming everything from misjudged social cues, the brand director’s sex orientation to poor corporate strategy. Whether it’s Nike’s market dip or Trump’s election triumph, there’s no shortage of listicles, each purporting to unpack the ‘10 reasons’ behind these out...

  This Diwali holidays, apart from the regular cleaning of the house, I also spent time clearing out old files, an archive of past pitch decks/presentations, from my laptop to save space. As I went through these remnants of previous efforts, one thing became clear: the pitches that resonated most with clients and were successful, were those that was anecdotal rather than data-heavy. Rather than charts, graphs, and research reports that dominated the slides, it was structured narratives, telling a story that clients connected with. What kept me thinking was, why do we instinctively lean towards stories, and why do stories often win over data? Our everyday interactions offer clues. Stories, whether in advertising, news, or casual conversations, are more memorable and engaging than standalone facts. Psychologists have long suggested that humans are “wired” for stories. Studies such as those by Daniel Kahneman, author of Thinking, Fast and Slow , reveal the power of heuristic biases—me...

It’s Diwali time, and most brands release festival films that aim to capture the spirit of the festival, their brand essence, and oodles of emotions in their storytelling. One such film I came across is the new Parle G Biscuits Diwali ad (link here ). The film tries to revive cherished memories of traditional Diwali celebrations, which are often lost in today’s ‘instant’ world. Yet, the brand fit feels forced, especially with the image of a boy carrying a pack of biscuits that stands out awkwardly. And somewhat abruptly, the ad transitions into a message about finding happiness in the happiness of others. But, looking at the YouTube comments and the number of views (13+ Million in the last count)…the film seem to pull the right chords. What struck me, however, was an unspoken idea the ad triggered—the idea of waiting. Maybe my recent article on the ‘weight’ of communication subconsciously resurfaced, nudging me to reflect on how we are losing the fine art of waiting. Waiting, once an ...

How Weight Influences Perception and Engagement in Communication In the world of advertising, the debate between traditional and digital media has become almost as enduring as the mediums themselves. While digital platforms increasingly dominate the contemporary landscape, many industry veterans still swear by the effectiveness of print ads, direct mailers, and other tangible forms of communication. Their reasoning might not simply be nostalgia or a Neo-Luddite behaviour —it could hinge on something more substantial: the weight of the medium itself. I remember as a child, my mother used to judge the quality and perceived usefulness of kitchenware—typically stainless steel—often by its weight. The same held true for furniture or household items; heavier meant better. Even plumper children were once considered "healthier." Seen through a different lens, the concept of weight as a proxy for value shows up in the metaphor “penny wise, pound foolish.” Beyond the monetary differenc...

It was a delayed flight—a rather ordinary event in the course of an ordinary day—that gave me the time to reflect. The sight around me was typical of any airport lobby: faces buried in screens, couple of overworked executives busy on their laptops, a few weary heads nodding off, and snatches of conversations filling the air. Among these was a father’s gentle voice explaining to his son that life is like a journey, much like the flight we were about to take. The comparison was simple, even obvious, but it stuck with me. Why do we so often think of life as a journey? This metaphor, at first glance, is instinctive. Life starts at birth and ends at death—one long stretch, seemingly linear, from point A to point B. We speak of careers as journeys, with "journeyman" once being a common term for someone still learning their craft, moving from one stage to another. Life has lot of adjective icons: roadmaps , milestones , break-ups, crossroads , and destinations . But is life really t...

  How AI-Altered Images impacts the Integrity of Marketing, Social Media, and Communications I'll start out by saying that AI-altered images represent a powerful transformative tool, revolutionising the way brands engage with their audience. Take, for instance, a fashion brand utilising AI to retouch photos for a sleeker, more polished look. With the capacity to enhance visuals, correct imperfections, and create aesthetically pleasing content, otherwise which will have to be made from the scratch - increasing time & expenses, AI offers marketers an unprecedented level of creative control. This ability to craft captivating imagery that can elevate brand perception, attract consumer attention, and drive engagement in a digital world - where visual content is the key to drive competitive advantage. But in today's marketing, the allure of perfection through product or communication has become an irresistible temptation.  And my thoughts are more fundamental. With artificial in...

  Wishing you all a very Happy New Year! I began delving deeper into Zen philosophy during the Covid lockdown, became hooked, and now make effort to incorporate its principles into my day-to-day life. As a marketing consultant, I occasionally attempt to integrate Zen-inspired strategies into marketing too. Some interesting concepts have emerged and I wanted to share my thoughts with you. In the fast-paced world of marketing, where trends come and go and consumer preferences evolve rapidly, brands often find themselves navigating turbulent waters. In this dynamic landscape, the timeless principles of Zen philosophy can serve as a guiding light for marketers seeking to establish genuine connections with their audience.  Embrace Simplicity: At the core of Zen philosophy is the principle of simplicity. In a world bombarded with information, consumers appreciate brands that cut through the noise and convey their message with clarity. In my experience, I’ve seen that simplifying pro...

  (Image Source: sustainablefuturenews.com) A s consumers are increasing demanding products & services that have a purpose – especially in terms of ecological impact, brands have started communicating their environmental and sustainability initiatives.  But, many a times, what they say is just that – say. ASCI has come out with a draft guidelines on environmental/green claims. (https://www.ascionline.in/wp-content/uploads/2023/11/DRAFT-GUIDELINES.-Environmental.Green-Claims-16.11.2023.pdf) which means, every claim needs to be backed by actionable initiatives & results. While brands need to have a comprehensive strategy to integrate these values into their core marketing approach on driving positive environmental impact; they need to be more careful on how to avoid greenwashing, ensuring genuine commitment and transparency. In general, any business/brand can look at various functions within the organization where they can initiate environmental & sustainability acti...

  Quite sometime back I had posted on LinkedIn an update mentioning, in the future, agencies will be offered value based compensation by clients. Few days back I met one of my ex-colleague and he gave his own POV and also asked me to elaborate on my thoughts. Albeit the delay, this long post is just that. Alright, so picture this: the ad agency game, a whirlwind of creativity and strategy. But here's the plot twist – the traditional billing method is feeling a bit outdated. For more than 50 years, everything in the agency has changed, except the retainer fee. It is like watching multiple seasons of a TV serial but with that one character who has not changed - in looks or in personality.   Having a retainer based fee is fine. I’ve nothing against it. It’s like trying to watch a blockbuster movie on a black-and-white TV. Sure, it works, but it's not quite cutting it anymore. The problem? The usual time-based billing doesn't always sync up with what clients really want – measu...