 One land, one billion minds
 'One land, one billion minds' penned by Sridhar Ramanujam, a man known for his advertising acumen and deep understanding of the Indian consumer, provides readers insights on branding in India. The book, published by Productivity and Quality Publishing Pvt Ltd, was launched recently at a function organised by the Advertising Club,
Chennai.
Sridhar's association with the advertising industry is as interesting as the man himself. His knowledge and experiences gathered over a period of time are rich and enduring. In this book he writes about his experiences with different brands during his stint in different agencies. He is recognised for his leadership qualities and his earlier writings on related subjects have made a great impact and have won him rave reviews and recognition.
India will soon be among the top 5 global economies in the world, so is it a time to invest and harvest for brands? How can brands appeal to the Indian consumers? What does it take to build successful brands in India? How have some brands stood apart by employing innovative strategies and communication? How did a brand like Mohun's benefit from the advertising prowess of Kellogg's? What exactly is personal branding? Can the Indian industry learn about branding from the software industry?
In a highly competitive market like ours, where consumers make choices that are often rooted in culture or religion, it is apparent that every brand should do the necessary groundwork and understand the mindset of the consumer even before it starts speaking to them. And not to forget this is a land where, when you bring five people together, you get six opinions!
This book guides marketers and strategists on this never-ending journey of trying to understand the psyche of the Indian consumer. It addresses issues beyond just advertising or branding, a book that delves deep into the minds and the behaviour of the Indian consumer.
'One land, one billion minds' is a compilation of interesting anecdotes, experiences and above all it provides key insights on branding in a multi-layered and a multi-faceted land. It ventures beyond mere advertising or branding strategies. It provides a holistic view of the Indian market and the consumers, on innovative strategies and unique approaches that have made a brand, a brand. It is a comprehensive guide for corporates, managers, branding experts, CEOs, management students; in short, anyone who is interested in getting a different perspective. Meaningful analyses of brands and branding that have made a difference by understanding the market and connecting to the consumer. In a nutshell, this book adds a billion new perspectives to that old cliche 'Mind over matter'.
Among the several hats he wears, Ramanujam Sridhar also carries the nomenclature of 'Third Umpire' in the vast and formidable world of branding in India. In the 23 years he has spent in advertising and marketing, his heart has sought the soul of branding - the quintessence of what separates the great brands from the mediocre. While he brushes aside his own contributions to the building of well-known brands in southern India, his role in this domain has been that of a bellwether.
Switching from finance to advertising in 1983, he has extensively assisted in the creation of several market winners. In his exceptional1y successful career he has added much value to the companies he has worked with as executive director, R K Swamy, executive vice-president (South) Mudra; CEO Pratibha Advertising, and now as CEO of brand-comm, the branding and communications company he launched in 1998.
Many speakers at the function in Chennai referred to Sridhar's keen interest in cricket and his passion (some even described it as an obsession) for the game. Among those who participated in the function were N Murali of 'The Hindu', Prof S Ramachander, A Satish Kumar, managing director, Henkel, Minitha Saxena, club president, and Ranju Kumar Mohan, club secretary.
R Rangaraj
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