“Advertising is salesmanship in print”. Today, Indian advertising presents a kaleidoscope of imagery-global brands battling local brands, regional brands battling national brands, “value” brands battling “better value” brands.

 
Brand Building Advertising wades through this complexity and shares with the practitioners some of the success stories of FCB-ULKA advertising agency that put some companies and products on the brand map.

 
Written in a user friendly style, the book highlights the concepts and dwells on the process of genesis of a brand, where it emerges from the shadows of anonymity into limelight of brand equity.

The concepts and cases have been described in 6 sections, including fundamentals to:

• Making advertising work
• Making consumer product advertising work
• Making consumer durable advertising work

M.G. Parameswaran, a Chemical Engineer from IIT Madras and an Honour Roll Management Graduate from IIM Calcutta, is Executive Director and CEO of Draftfcb-Ulka Advertising, Mumbai, India’s fourth largest advertising group.

 
In a career spanning almost three decades he has handled assignments in marketing, sales and advertising with companies like Rediffusion DY&R, Boots Company and UDI Yellow Pages before dropping anchor at Draftfcb-Ulka Advertising over two decades ago. He has worked on brands including Xerox, Strepsils, Digene, Brufen, Santoor Soap, Sundrop Cooking Oil, TCS, ICICI Bank, Wipro, Indica Cars, Tata Indicom among others, covering diverse categories such as automotives, healthcare, telecom, FMCG, corporate etc.

 
Ambi served as the President of Advertising Club Bombay (possibly the biggest club of its kind in the world) during the period 2003–05. He was inducted into the Board of Governors of IIMC in 2007 and he received the Distinguished Alumnus Award from IIT Madras in April 2009.

 
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