Food for thought

The Kalki avatar of mobile advertising

By April 25, 2016 2 Comments


Kalki is the tenth and final form of Vishnu. He is described as riding a white horse, sword in hand. His story appears in Vishnu Purana. He is often described as the avatar that is yet to come, after the Buddha. As Krishna says in the Bhagavad Gita, Vishnu is sent not to save the world or to get rid of villains, as is popularly believed, or even to establish justice, but to reinforce the idea of dharma. And dharma is about human potential, the human ability to do what is right.

So why does Vishnu, who speaks of compassion in his first avatar (the Matsya avatar), take the form of a destroyer in his final avatar (Kalki avatar)?

For that we have to understand the concept of Kalpa: the lifespan of the world. Like humans, the world has a birth, a childhood, a youth, an old age and finally death. So does an idea. Nothing is static, everything is changing. Change demands growth in one's lifetime. Change also demands death of an old idea. Change can also demand the expansion of the mind to include a new idea.

We, at GreedyGame, have embarked on one such endeavour. No one would deny the way Millennial Media and Google Admob revolutionised the way we look at advertising on mobile with the advent of banner and interstitial ads. But with growing human dependence on mobile, these ads have now transformed into a monster whose only aim seems to kill the mobile experience. I don’t blame them. Despite ever increasing screen sizes how much can one fit within a 5.5 inch screen let alone maintain the sanctity and balance between information and intrusion.

Here arises Kalki in the form of native advertising reminding people to do right by the people. To ensure what we do should be done in the best interests of the people who we serve – the mobile users. To be a creative tool for advertisers to express their brands, to be a retention tool for publishers to ensure their hard earned users are not lost to poor ads. GreedyGame recognizes Kalki and worships it for his beauty. We thrive to walk the path defined and restore the experience that users had once enjoyed and now demand.

– Special thanks for Devdutt Pattanaik who helped provide such a beautiful ideology.

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