Jul 18, 2017

Flipkart and the Art of Advertising Mishaps - 1


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n the age of startups, especially in the e-commerce space, where money is plentiful - or till a a year or so back, used to be - the only metric that seems to matter for the marketing function is "spend". Not ROI, CPA, CLV, etc... Splurging money on advertising became an end in itself. Where the mantra to success is growth, unencumbered by thoughts of the bottom line, any kind of growth will do. Therefore, growth in "eyeballs", "page-views", "app downloads", and other metrics of "engagement" - any and all numbers will do. Into this heady mix of unaccountability, if you then throw in lack of experience, lack of competence, and rank immaturity, you get a series of marketing disasters of the kind that headlined Flipkart's slow descent into what seems like inevitable irrelevance. One still hopes it will recover to give a creditable account of itself in its existential battle against Amazon. Then there is Alibaba and WalMart waiting in the wings. One hopes.

In this series of short posts, I will look at just a few marketing and advertising fiascoes at the company.

Jul 3, 2017

Mahabharata, Book Two - Ambition, by Somdip Datta


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s there a new way to present the Mahabharata? A story as epic and grand as the Mahabharata has inspired the great and the devoted alike, and sadly the mediocre and agenda-driven also, in finding ever new canvases to paint the story on.

Just as Amruta Patil found a graphic palette on which to paint her interpretation of a part of the Mahabharata, Somdip has adopted the graphic route, but given it a digitl avatar. The result is nothing short of stunning.

Book Two, Ambition, is the second book in a series of five planned books. The first one was Seeds of War, while the remaining titles are Riches and Rags, Hide and Seek, the Civil War, and the Uncivil War.