Building BrandWealth: more than a coffee-table book

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The late Mr. Bal Mundkur founded Ulka in 1961 – he felt that there was a need for an Indian agency that would challenge the then agency stereotype. The agency, now known as DraftFCB Ulka completed 50 years in 2011. As part of the year-long celebrations [which included the launch of a book – Brand Building Advertising Concepts & Cases] the agency has unveiled a coffee-table book for existing and potential clients and other stake holders. The book aims to bring alive the agency philosophy of ‘Building BrandWealth’ – a philosophy best explained as ‘making brands famous, making clients rich‘.

Spanning 8 chapters, the book covers the agency’s history in India, and touches upon some iconic campaign cases for brands such as Amul, Tata Motors, Ceat, Zandu Balm, Nerolac, Sundrop, and Tata Docomo. The book is also packaged attractively – lots of interesting graphics, fun copy, some useful stuff like stickers, bookmarks etc. Herewith a few images of the book:

Some of the campaigns covered include: Bombay Dyeing, Binaca, Mumbai Traffic Police, Nerolac, Godrej Storwel, Zandu Balm, Amul Manthan, Sundrop [remember the cartwheeling boy visual?], Santoor, HCL, Minto Fresh, Tata Indica, Sunfeast, Tata Docomo, Voltas Washing Machine,, Whirlpool, Zee Cinema and Captain Cook Aatta among others.

Some of the old classic TVCs can be viewed here.

Even the sections introducing the agency offerings are embellished with fun copy. The section talking about research done to understand women has this headline.

The book is more than just a coffee-table book – its a trip down the Indian advertising memory lane. It is also a great testimony to the power of enduring brand properties. Going through the book it brought back memories of so many powerful advertising concepts that I was last exposed to many years ago but still stay fresh in my memory. What more, the concepts are hardwired to brands: ‘Fill it, shut it, forget it’ [Hero Honda], ‘Doodh, doodh [National Dairy Development Board], Born Tough [Ceat], the Zodiac man…to just name a few. A great effort both on the brand building side and the book creation side.

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