MG Parameswaran, (Ambi, as he is referred to) executive director, Draftfcb Ulka and Kinjal Medh, chief operating officer, Cogito Consulting (Draftfcb Ulka's consulting arm), have authored a book titled 'Draftfcb Ulka Brand Building Advertising Concepts and Cases Book 2' which was launched in Mumbai recently and was unveiled by Ravi Kant, vice-chairman, Tata Motors.
The book is divided into two sections. The first comprises three research-based articles that appeared in the Cogito Journal on topics such as the famous FCB 'How Advertising Works' Grid, the use of celebrities in advertising, and effectiveness of promotional campaigns. The second part comprises the 12 case studies, including those of Naukri.com, Whirlpool, Amul, Tata Indigo, Tata Indica, Compaq and Tropicana.
Priced at Rs 625, the book targets students of advertising, media and marketing, as well as young professionals in the industry.
"When we did our MBAs, the cases presented to us were all international ones. We wish to provide simple, easy-to-read cases that work in the Indian market place," Medh tells afaqs!, elaborating on what triggered off the concept behind the book.
The book is a follow-up to the first book of cases, released in 2001, and which contained 18 case studies. The first book covered cases of brands built in the period 1985-1995, while the present book talks of cases between 1995-2005. This book, like the first one, is aimed at giving young executives and students of marketing real Indian brand building advertising case studies to work on.
Ambi has authored four other books independently in the past, but this is Medh's first stint as an author.
"We have taken care to make our cases educative in nature, and not to have competitive value for competing brands," says Ambi. "The knowledge is all what can be shared in public domain, but we have taken care to ensure competing brands cannot stand to gain unethically from such knowledge," says he.
The book is targetted at those who wish to produce brand building advertising with an understanding of the marketplace, the consumer, the advertising conditions and competition.