Anita Sarkar and Anand Halve launch book on history of Indian advertising

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | November 02, 2011
AdKatha - The Story of Indian Advertising looks at the journey of the Indian advertising industry through popular creative ideas and campaigns.

AdAsia 2011, held in New Delhi at the Taj Palace hotel, moved beyond the sphere of being just a knowledge-sharing platform and also witnessed stalwarts like Anand Halve, co-founder of chlorophyll brand consultancy; Anita Sarkar, Bal Mundkar and Gerson da Cunha launch their new book AdKatha -- The Story of Indian Advertising.

Speaking at the launch, Halve said, "The book reflects the socio-economic and cultural changes that the Indian economy, the consumers and the advertising industry have gone through. For example, we have captured the story of Kamasutra condoms, a brand which became famous at a time when population control was all about Nirodh, an idea promoted by the government."

While the book has been authored by Halve and Sarkar, Mundkar and his charitable trust Centrum, have conceived and published it; da Cunha has been responsible for project direction.

Mundkar, whose idea it was to write and publish a book on the history of Indian advertising, said, "It astonished me that there wasn't a book which went back to the beginning, and was yet, up-to-date."

The book covers the works of 18 top professionals including R Gopalakrishnan, Alyque Padamsee, Piyush Pandey, Rama Bijapurkar, Sylvester da Cunha, Ameen Sayani, Rekha Nigam, Ajit Balakrishnan, Ashok Lulla, and many others. It provides an overview, as well as insights into their special fields.

AdKatha -- The Story of Indian Advertising begins in the late 1700s with Hicky's Bengal Gazetter, and goes on to bearers in 'pugrees' (Coming! Sahib) offering Horlicks laced with brandy. From Taj Mahal Hotel tea dances to early jazz, it covers a range of interesting advertising including Air India and its Maharaja, and the new age magical Zoozoos, along with India's many triumphs at the Gold Lions in Cannes.

The book is priced at Rs 1,750, and will be available at all retail outlets.

Sarkar said, "The book is meant for all those who are serious about the ad business, as well as those who are curious."

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