Karthik Srinivasan

Not to be confused with Karthika Srinivas.

In this Indian name, the name Srinivasan is a patronymic, and the person should be referred to by the given name, Karthik.

Karthik Srinivasan (/kɑːrθɪk sriːnɪvɑːsən/) is an Indian communications strategy consultant and music critic. He is the founder of the website ItwoFS, which tracks plagiarism in Indian film music, and Milliblog, where he reviews music albums.

Karthik Srinivasan
Nationality	Indian
Occupations	Communications strategy consultant Music critic
Years active	2001–present
Children	2
Website	beastoftraal.com itwofs.com milliblog.com

Career

In 2001, Karthik founded ItwoFS (pronounced /aɪtuːɛfɛs/ eye-too-ef-es, derived from the initialism IIFS which stands for "Inspirations in Indian Film Songs"), a website that tracks plagiarism in Indian film music.^[1][2] In 2005, he founded the music review website Milliblog, where he reviews music albums within 100 words.^[3][4] Despite beginning his career in this field, Karthik later revealed he has no formal training in music or music reviewing.^[5] In 2008, he created his first "work-related blog", Beast of Traal, that is about Indian corporates and brands.^[6] In 2009, Karthik was appointed as the head of digital strategy at Edelman India.^[7] In November 2013, he became the national lead of Ogilvy & Mather in India. He previously served as AVP of Corporate Communications at Flipkart.^[8][9] Karthik's LinkedIn profile was, between 2015 and 2017, the most viewed under "marketing and advertisement/communication".^[10] Karthik left Ogilvy & Mather in March 2018.^[11][12] In 2019, Karthik authored a book on self-branding, titled Be Social: Building Brand You Online.^[13]

Accolades

In 2015, Karthik won two awards: the Best Media Innovation- Social Media award at Emvie 2015, and Interactive- Creative Use of Data award (bronze) at the DMA Asia Echo Awards.^[14]

Personal life

Karthik's native language is Tamil.^[15] He speaks English, Hindi and Tamil fluently, and has limited understanding of Telugu, Malayalam and Kannada.^[16] Karthik studied in college in Salem, Tamil Nadu.^[17] He has resided in Bangalore, Karnataka for several years, and has two children.^[18] Karthik has stated that during his formative years he suffered from stammering, and medical treatments proved futile. Realising this was a mental issue rather than a physical one, he decided to pursue a career in corporate communication to overcome his issues.^[19]

References

1. Choudhury, Soumyadip (28 June 2007). "Isspecial Cutting Chai – May 2007". Cutting the Chai. Archived from the original on 14 February 2024. Retrieved 14 February 2024.
2. S, Karthik. "About ItwoFS". ItwoFS.com. Archived from the original on 21 October 2023. Retrieved 14 February 2024.
3. Karthik (21 July 2015). "Milliblog turns 10!". Milliblog. Archived from the original on 18 October 2023. Retrieved 18 October 2023.
4. S, Karthik (1 August 2011). "The brands that I conceived and built". beastoftraal.com. Archived from the original on 11 April 2023. Retrieved 26 February 2024.
5. "Personal Branding Series | Interview with Karthik Srinivasan | Blogger & Author of 'Be Social'". Intraskope. 15 May 2020. Archived from the original on 25 March 2024. Retrieved 25 March 2024.
6. Karthik (26 December 2008). "Ravenous Bugblatter Beast of Traal". Milliblog. Archived from the original on 4 July 2023. Retrieved 6 March 2024.
7. "Milliblog, ItwoFS founder Karthik S to head Edelman's digital strategy". RadioandMusic.com. 8 December 2009. Archived from the original on 26 August 2024. Retrieved 26 August 2024.
8. "Karthik Srinivasan joins Ogilvy as National Lead, Social@Ogilvy". Exchange4media. 21 November 2013. Archived from the original on 18 October 2023. Retrieved 18 October 2023.
9. "Management of media". Education Times. 28 January 2013. Archived from the original on 25 March 2024. Retrieved 25 March 2024.
10. Aggarwal, Ishana (19 July 2019). "Turning your social media presence into an online brand: Expert and author Karthik Srinivasan explains how". CNBC TV18. Archived from the original on 30 January 2023. Retrieved 3 April 2024.
11. "Ogilvy's Karthik Srinivasan calls it quits". Adgully. 31 March 2018. Archived from the original on 18 October 2023. Retrieved 18 October 2023.
12. Calamur, Jayadev (24 March 2018). "As Karthik Srinivasan continues Twitter Satyagraha, HDFC defends its privilege programme". DNA India. Archived from the original on 15 August 2018. Retrieved 18 October 2023.
13. Ramesh, Aishwarya (7 July 2019). "Karthik Srinivasan's new book focuses on personal brand building..." afaqs!. Archived from the original on 18 October 2023. Retrieved 18 October 2023.
14. "Kartik Srinivasan". Black Hat Talent Solutions. Archived from the original on 3 November 2023. Retrieved 3 November 2023.
15. Kumar, Divya (16 March 2007). "Tracking copycats". The Hindu. Archived from the original on 20 October 2018. Retrieved 16 October 2023.
16. Karthik (13 March 2018). "Go ahead… break the language barrier with music!". Milliblog. Archived from the original on 9 June 2024. Retrieved 9 June 2024.
17. Raman, Sruthi Ganapathy (2 August 2023). "'Chikku Bukku Rayile': An Oral History of Shankar & AR Rahman's Megahit Song". Film Companion. Archived from the original on 18 October 2023. Retrieved 4 June 2024.
18. Pandya, Sonal (22 July 2017). "Karthik Srinivasan: Earlier, I seemed to be the only one cataloguing plagiarism, now the world does!". Cinestaan. Archived from the original on 18 October 2023. Retrieved 18 October 2023.
19. Dutta, Pallavi (27 February 2020). "About Communication : Karthik Srinivasan at Article-19". Manipal The Talk Network. Archived from the original on 19 June 2024. Retrieved 25 June 2024.