Read Between the Ps

Jonah Berger explains what it takes for ideas to be contagious in his bestseller of 2013. While there are some interesting use cases globally, India has its own share of small sucessess! Incidentally, the numbers in India favor the not so 'contagious' ideas as well, as little virality in limited circles also gives good enough numbers for marketers to drive 'promotions' (pun intended!).  While I won't go into the theory bit of it for now, there are some clear applications of the STEPPS (Social Currency, Triggers, Emotions, Public, Practical Value and Stories) framework in my recent readings! Here are some remarkable recent cases, which seem to be working – Surf Excel (Ramadan), Pepsi Pakistan What gets shared - Interestingly, two ads that struck a chord instantly are one from Pepsi   and the Surf Excel Ramadan ad that got viral on the social media -  Incidentally, if one were to go by the STEPPS framework, the former draws higher social currency ...

The fingers are indifferently dancing on the letters...the keyboard is double minded.....the eyes are reviewing dispassionately....as if all of them are staring at me questioning in unison.. Are you sure you are going to press the publish button today? Or is this going to stay like hundreds of those previous attempts that kept sitting in drafts till they became too archaic to publish, eventually succumbing to redundancy? Is this blog going to be another of those 'vegetative' ones? Not Yet! So - Maybe this doesn't make sense. Maybe this is out of turn. Maybe this is not worth a post at all. But its that tiny little itch that just made a hole and peeped out of the big black box called "busy life", inching its space out.....merely whispering that yes - I am inside, and am urging to come out. Yes, I have stories to tell and I have patterns to fill - and I am about to jump out. I will make some space soon, and I am putting my heart and soul to keep pushing - a...