Enriching students of branding, with reality

The stated objective of the second book of cases from agency Draftfcb Ulka, authored by M. G. Parameswaran and Kinjal Medh, is ‘to share learning with the young professionals in the industry and students of marketing and advertising'.

The objective is met to good measure through the 12 cases presented in the book, in an easy-to-assimilate format.

It helps that the cases are drawn from first-hand experiences of the agency's teams, and that shows in the book.

The format is straightforward and so simple that it might just put off those accustomed to sophistication in books on brand-building.

The book is far from a slickly produced and packaged reference source for professionals. But it serves its purpose of revealing the process of brand-building advertising, in the context of real cases, and engages readers through the journey of a brand in the backdrop of its business environment and the marketing challenges therein, to communication objectives and measured results.

For beginners in brand and marketing communication, the book allows an insightful peep into the real world of marketing communication and its role in attaining marketing objectives.

For the arrived, it serves as a collection of memorable and successful cases from the Indian market, recalled briefly and interestingly.

The choice of cases has to be appreciated. Tropicana is today talking of no breakfast being complete without a glass of Tropicana juice, and even launching ‘Tropicana Breakfast Clubs' in some markets. It is refreshing to revisit the case of the 100 per cent juice entering the Indian market in 1998-99, positioning itself on health, and using advertising to change the consumer perception of taste with ‘The taste of good health'.

While the Cadbury growth story is well documented, and so is Amul's white revolution, the Draftfcb Ulka case on Amul ice-cream delves into the challenges the brand faced in the new category when it entered it in 1995. The intent was to move ice-creams from being special-occasion treats, while leveraging its ‘milk' lineage, with ‘Real Milk. Real Ice Cream.' Another leadership story, again crisply told.

Quite often, indulgent books end up leaving young minds with indelible and incorrect impressions, some making advertising look like the only or most important element for a brand's success.

It is heartening to see that this book reinforces to students and young professionals that advertising works in the framework of the market and its myriad challenges, and as an integral part of a marketing mix.

Be it in the case of Amul Ice Creams or ITC's Mint-O Fresh, while the competitive reality is succinctly presented, there is ample acknowledgement of the role of distribution in their respective categories.

Taking its rightful pride of place in the book is the case of Tata Indica, revisited for being ‘the car that changed the market'. Faced with the last mover disadvantage, the case tells the story of how ‘More Car Per Car' was launched with only print advertising for the first nine months.

The insight that Indian consumers wanted an affordable car, but did not want to be told that they had a ‘small' car, helped build Indica.

Yes, some of the cases are based on presentations at awards where they were showcased, and might be familiar territory for veterans in the circuit.

But for those entering or aspiring to enter the world of brand-building, first-hand insights on how a Hari Sadu was born for Naukri.com, and in what competitive environment, are the things that can help them get jobs — and grow in them.

Book Review: Draftfcb+Ulka Brand-building Advertising Concepts and Cases II

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