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.
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."