The Thirteenth Day: The battle between personalisation and the personal
Akshara Sharma, IPG Mediabrands India
How should marketing adapt to the era of personalisation?
This essay was entered into The Admap Prize 2016. For more information visit the Prize page.
"Those unacquainted with any language but their own are generally very exclusive in matters of taste."
— Krishna-Dwaipayana Vyasa, Mahabharata
In the Mahabharata, Abhimanyu was Pandava Arjun's son, Lord Krishna's nephew.
A warrior elite at 16; he was prodigious fighter, exceptional at archery as gifted as his father and uncles.
During the 13 days he fought in...