2020 was a year of global solidarity thanks to Corona. We were bonded in isolation, pain and confusion.

2021 has been a story of recovery. That would be in most countries except India.

Within India, there are two major story arcs that color the imagination. One is of utter horror…


An emerging thought among some (a microscopic sliver of uppercrust) Indians is that it’s “inappropriate” to conduct the IPL right now.

More than one person I know, have actively chosen to stop watching it because it simply “feels morally wrong to engage in frivolity” while the nation suffers.

Here’s Adam…


What are Indian ads supposed to do? Besides bring IPL into our homes so we watch this event-blitz for free? (IPL Edition)

The Four Horsemen of the Indian Adpocalypse

I’m an industry insider — advertising and research. I’ve worked in this space for 26 years, loved ads since TVs landed on Indian shores and I’m not sure…


In the book “Disappearing Daughters,” Gita Aravamudan tells the story of female feticide in India. She reveals that two factors “predicted” greater acceptance of daughters in an Indian home. Not education or money. It was Working mothers or Keralite homes. None of this means that all working women or all…


260 million views. That’s what Jerusalema had racked up by December 2020. It was a musical antidote to a pandemic year that saw people coming together and celebrating a time that didn’t warrant happiness. The musical vision of Master KG, the soul-stirring, resonant, genderless voice of Nomcebo Zikode, the Angolan…


The BigBasket vs. dailybasket fight has landed in court.

Out in the wild interwebs where anyone can weigh in — the defendant, dailybasket, has now positioned itself as a blameless david (lowercase) being crushed under the mega-Pascal pressure of BigBasket, a massive Goliath.

In a brilliant/petty, defensive move — and…


Paava Kadhaigal Review

Jaby Koay is a YouTuber who’s known for his reaction videos. For some reason, he reviews a giga-load of Indian content. In his reaction video to the trailer of Paava Kadhaigal (Stories of Sin, Netflix Anthology), it’s quickly clear that he’s able to grasp the core values…


What our Movies say about us

Soorarai Pottru (Praise the Brave) is one of the more recent Tamil movies by Sudha Kongara with Suriya playing the lead. It was released OTT on Amazon Prime and has largely received positive reviews. …


What’s really true about the Tanishq ad — hurtful & offensive or sweet & affirming? Are those really the questions we should ask to understand what’s going on here?

In Zhang Yimou’s 2002 film, Hero, we see the story of an attempted assassination through multiple perspectives. The key assassin, the…


The Fallacy of “Creating” Needs

In what may feel like a Peter Jackson hangover, Viral Impact is a Trilogy. Episode2: The Existential Treadmill is covered in Part 1 which defines what this is and why it matters. …

::Nima::

Get paid to judge people. It’s okay when professionals do it.

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