Hype

Suriya, Trisha Krishnan’s Karuppu to only release in theatres post TN elections; director says ‘don’t want to hype’

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RJ Balaji’s Suriya-Trisha Krishnan-starrer Karuppu is one of the most anticipated films in Kollywood. Fans have been waiting for an update on the film, which will see Suriya play dual roles. Speaking at an event, Balaji stated that it will only hit screens after the Tamil Nadu elections, even remarking that he doesn’t want to … Read more

From Hype to Discipline: The New World of Influencer Marketing | Case Study

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The rules of influencer marketing have changed. Five years ago, the formula was simple: Identify a creator with hundreds of thousands (if not millions) of followers in your category — beauty, fashion, etc. — hand them a detailed creative brief with must-hit talking points and after a few rounds of back-and-forth, approve the post, cut … Read more