Ramanujam Sridhar, CEO, brand-comm, is ready with his next book – ‘Googly - Insights on branding on Indian turf’ – which is set to hit stores by May-end. The book is a sequel to his first book, titled ‘One land, one billion minds’, which brings to fore the facets of Indian advertising and is recommended by several institutes teaching advertising and communication.
Talking about the book, Sridhar said, “Considering that people today have time constraints and would rather stay away from any kind of preaching, the book is an easy read and gives meaningful insights into the world of branding and advertising. The book includes case studies on interesting brands, including India as a brand, Bangalore as a brand, Tanishq, Jet Airways, Canara Bank, Pril, and TTK Prestige, among others. These are case studies that address certain aspects of the brand; its positioning or any different strategies that the brand has followed in recent times.”
He further said, “Due to lack of talent, advertising today is a dying industry. The larger objective of the book is to show that advertising and branding have an integral part to play in our economy. The book is friendly, chatty and informal with sub-heads, captions and visuals that hope to attract the attention of youngsters who are also many a times impatient readers.”
‘Googly’ is divided into four sections that include Indian Consumer, Brands (exploring specific aspects of the brand), Advertising (discusses relevant issues related to the industry like talent crunch or client-agency relationship), and the fourth section is devoted to specific case studies, including the case as recent as Satyam or Tanishq as a brand, which positioned itself as Tiffany style and then moved on to being more conservative, besides its association with the movies such as ‘Paheli’ and ‘Jodhaa Akbar’. The book also has a small section on PR, which brand-comm specialises in. A part of the sales proceed of the book is earmarked to charity which Sridhar is associated with in the field of aiding education to the underprivileged.
On his expectation from the book, Sridhar said, “I really don’t have any expectation. In fact, I am not expecting any of the people who are already in the profession to read it too, as many of us in the profession have this ‘know-it-all’ attitude. But yes, if my book manages to even get some people enter the profession, I would be happy. Also, many in sales and marketing have a very limited understanding of advertising and branding, and if they read the book, it would help them understand the profession in a better way.”