How Well Do Brands Understand their Digital Identities?

This article first appeared on

On the return flight from a week away from work, I found myself sitting glumly in my assigned seat, watching the cabin crew stride purposefully up and down the aisles. A huge part of me wished I had their job: When work would be a matter of mechanics, and there would be so much to see, and do once the basics are done with!

“The internet gives me ways to become a certified musician, with a mathematics degree; all while sitting in my social media profile, so why can’t I also WORK in multiple places?” I was in the mood to grouse.

Clearly, my desk wasn’t at the top of my bucket list at that point in time… Until… My co-travellers gave me new perspective: I’d get bored of doing just that.

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Analyzing Social Media Trend: #MeToo

In the last few days, the world has been grappling with the issue of sexual harassment. From Harvey Weinstein revelation in Hollywood to High Spirit in Pune, Social Media has been ablaze with anger, protest and show of solidarity.

Sexual harassment is not a new issue but has been kept under wraps for long. The fear of being mocked or humiliated or, still worse, harassed further kept women from discussing this issue out in open. But the #MeToo campaign has gone on to show that women today want their anguish to be recognized and this issue to be addressed. Decades of suppression and pent up emotions led to opening of floodgates when number of women and men took on to social media platforms with #MeToo to show how commonplace sexual assault and harassment are.

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How #Praxis6 became a Twitter Trend!


The 6th edition of India’s largest annual PR conference got underway yesterday in Jaipur with delegates from across the globe gracing the event. The event was closely followed on social media channels and a barrage of tweets helped the official hashtag #Praxis6 to become a national trend. It was further enforced when a bunch of political & religious group started using it for their own communication, called trend-jacking!  The hashtag will continue to trend on day 2 as well.

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Happy Social Media Day


Today is World Social Media day.

Take a moment and think about its relevance. In middle of the global chaos that we find ourselves in, Social Media is center to almost everyone who is reading this.
From Donald Trump in USA, to Lynchistan in India; from Brexit in EU, to WeChat in China; Social Media is driving conversations at a never seen before rate in the recorded history of communication.

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Sweden: A Digital Paradise

It was 2011. Twitter was still the smartest social media platform on the internet. People were still having a good time without trolls throwing slurs at them. That was when Sweden, the country, decided to give its citizens the right to manage their official Twitter Handle. Continue reading

Marathi Film Digital Marketing Becomes Lai Bhaari!

Not long ago, there was a general feeling that the regional cinema was producing better films in terms of content than Hindi film industry but it was not being marketed properly. This led to a lot of good films losing out in their own backyard! With social media marketing becoming part of the marketing plan, the tide seems to be turning. Continue reading

Social Platforms for the famous F.R.I.E.N.D.S!

This article first appeared in Hindu Business Line.

There was a time, when anyone who had access to cable television, was watching FRIENDS. One of the most successful television series to ever air, FRIENDS has redefined an entire generation. Not only that, it has laid down the benchmark for all future television series to go on air.

While the series itself is still being watched, the main characters of the show have attained legendary status in the minds of the show watchers. And rightly so. Each character was so nicely crafted that it was hard not to connect with at least one of the six.

That brings us to our core topic. If these characters had the power of social media, which platform would have been their tool of choice is what we set out to answer today. Keeping the outlining of the characters as is, we suggest a social media strategy for the most loved friends ever.

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