Adgully Exclusive | Thought behind the book is to present brand building advertising cases: Kinjal Medh, Cogito Consulting

"Draftfcb Ulka Brand Building Advertising Concepts and Cases Book 2', the recent book of authors MG Parameswaran Executive Director, Draftfcb Ulka and Kinjal Medh, Chief Operating Officer, Cogito Consulting (Draftfcb Ulka's consulting arm) is about the role that strategy plays in building brands through good advertising. The book was recently launched in Crosswords, Kemps Corner, Mumbai by Ravi Kant, Vice-Chairman, Tata Motors

Speaking exclusively to Adgully, Medh discusses the experience and challenges of writing this book.

This is the second book in the series of Case Books our agency group has supported. The first book of cases was authored by Mr Parameswaran and came out in 2001 and was greatly appreciated by not only Indian academic world but also by international experts such as Prof John Phlip Jones, Prof Jagdish Sheth and Prof David Aaker.

"As in the first book, the thought behind this book is to present brand building advertising cases in a reader friendly form, of use to young professionals and students of marketing. Through these books we are making available to the larger community useful material that showcases how successful advertising campaigns are created," Medh explained.

The main theme of this book is the role that strategy plays in building brands through good advertising.

The cases are organized into three sections ' Consumer Products, Consumer Durables, and Services. In order to give a conceptual framework, each section is preceded by a "concept' chapter. This is by no means an elaborate analysis of "how to create advertising'. At best, these chapters provide a concise methodology for approaching each product-market situation

The book features case studies about advertising that has built brands. It contains 13 case studies of brand building advertising. Medh said, "The research in each of these cases is brand/case specific and is briefly mentioned in their respective case. The book also contains three articles from the Cogito Journal. These are based on research studies conducted in India, each of these three was a separate research study which is explained in the respective articles."

Medh further said that this book is aimed at students of advertising and marketing as well as young practitioners to help them understand that advertising that builds brands needs a clear strategy. That there is a process and methodology for consistently successful advertising, advertising that works in the market place and helps build brands.

"The book also aims to highlight the important role that advertising plays in building successful brands and thereby encourages young people to appreciate and take pride in their profession. Hopefully the book will also convey that behind the entertainment and glamour, good advertising demands a very serious effort," he further added.

Admitting it to be a tough but exciting journey, Medh said, "The big challenge was to find the time to do it and the forced gap between its various stages." | By Janees Antoo [janees(at)adgully.com]