About the Author - Anand Bhaskar Halve has over 25 years of experience in advertising and is a founder member of chlorophyll brand and communications consultancy, Mumbai. An alumnus of the Indian Institute of Management, Ahmedabad (IIMA), he also conducts advertising workshops there, and has been a visiting faculty a the Mudra Institute of Commnciations, Ahmedabad (MICA).

About the Book

With more than 50 million mobile phones beeping around the country, mushrooming brands at the supermarkets, and sprawling shopping malls all over, the challenge clearly for advertisers is to create powerful advertising that helps brands stand out in the crowd.

The book is step-by-step guide to producing a sound foundation for advertising : one that will serve as the springboard to inspire powerful creative expressions. Rich in cases from the living Indian context, Planning for Power advertising offers an understanding of how strategic advertising is created. It takes the reader through cases and analyses of what worked or did not work in the marketplace.

Anand Halve involves the reader throughout in exercises with Action Points at the end of most chapters - an approach that brings alive the concepts within, and helps readers discover the theory in practice.

Participatory and pragmatic in its approach, the key issues discussed are competition and the changing nature of the markets. Understanding differentiator and motivators - discovering what changes the consumer's mind. How to look, bend positioning and identify what can make your brand unique.

With a robust advertising brief, for students of advertising and marketing, planning for power advertising is a stimulation exercise from which they will learn how to apply the principles that will help them in their future careers.

Subhajyoti Ray, president of the Internet and Mobile Association of India, has already penned two books and is getting ready for a third. And no, it's not the virtual world that his pen traverses but the historical one. 'Historian Subho' takes Nidhi Jain on a journey back through time.

What made you write this book?
My first book was Transformation of Bengal Frontier. Spanning a period between 1750 and 1940, this book analysis the socioeconomic changes brought about by colonial rule in a frontier area of Bengal, Jalpaiguri.

It started as a chore as it was my PhD topic and the project grew on me and I became so fond of it that at the end of the day I thought I had written a second PhD. I didn't want it to confine it to a library shelf as a PhD thesis. I went out of my way to get it published. When one is working on a PhD it's like a baby and the final delivery is when the book comes out.
 

The second book was more interesting, it was co-authored with Sharmila, my colleague at CII, and is called India Building Partnership for CII. The institution was founded in 1985.

Book and Character
I am a historian, interested more in things of the past than present. I wanted to write a corporate history with a different feel of the process and perspective at CII.

Crux of the book
First, it questions certain beliefs, prejudices regarding the agrarian labour industry in the country. It looks at the national movement, management control of labour, agrarian relations.

What's next on your agenda?
Translating a book, an autobiography by a Bengali author. It's a fascinating account of 50-60 years of his life. How he left his home in Uttar Pradesh, lived in Calcutta, then Mumbai, before the First World War. It will give you more insights into Mumbai than many other books written on the city.

What is this Ego and why is there so much of it everywhere?' is what Get the Ego Advantage examines?

Our ego is like an invisible but tangible bubble which we project around ourselves, based on our own impression of our abilities and worth. This book shows how our abilities and sense of worth combine in the ego to determine our actions and interactions.

Suffering toxic emotions while nursing ego-wounds, reacting, and regretting can all be prevented. Get the Ego Advantage! Outlines a simple approach that can easily be applied to real-life situations to help us understand the puzzling reactions we come across in other people. It also explores ego clashes in professional life, ways to balance individual and team identity, leadership, and issues such as rigid attitudes, prejudice, and alienation. The author provides illuminating insights into complex concepts like self-esteem, true love, parental love, arrogance, and narcissism.

With Abu, an original cartoon character, to guide through the book, it will be an entertaining as well as useful read for both the general and the professional reader.

 Description:

Anjana Sen, an Emotional Intelligence (EI) consultant and a medical physician who has authored this extremely interesting book, helps us to understand our reactions and feelings in the constant interplay of ego in our personal and  professional lives. She has likened the ego to a suit, which each personality wears much like a skin and describes the  ego as an invisible but very tangible bubble, which we project around ourselves like a hologram based upon our own impression of our abilities and worth.

 The author also provides insights into the convoluted concepts of:

 - Self esteem;

 - True love and parental love

 - Arrogance;

 - Happiness has now become a thing constructed. It is no longer intrinsic.

 "Self-esteem is not everything, but without it there is nothing." That is the essence of this short 14-chapter book, replete with illustrations by the author.

People in positions of power and responsibility particularly need to hone their EI skills. Says Sen: "As you go higher in the ladder, you need emotional competencies much more than technical competencies. Society is equipping people to get jobs; we are not equipping them to keep jobs."

Science of it

"Ego is wrongly interpreted as arrogance. Instead, Ego is inside us. When we bring it to consciousness, it is self esteem."

Even though it is based on science, Emotional Quotient (EQ) itself cannot be measured, though there are many instruments to measure it.

By Nidhi Jain

Brandon de Souza, managing director, Tiger Sports Marketing, is one of the most recognized figures on the Indian golf scene. In his 32-year association with golf, he has viewed the game from every possible angle. He tells Nidhi Jain about his taste in books.

Who introduced you to reading?
Runs in the family - mom, dad and two elder sisters being voracious readers. Before retiring to bed a few pages from a book was the order of the day so from Noddy & Big Ears, Famous Five, Billy Bunter etc., all became a habit.

Kind of book collection you have
Limited now to ones I have particularly enjoyed and still find practical in my day to day life. Mark McCormack's 'What They Don't Teach You at Harvard Business School, What they still don't teach you at Harvard Business School'. Jack Welch's 'Straight from the Gut', Shiv Khera's 'Winners Don't Do Different Things, They Do Them differently'.

Taste in books
Easy to read from Sheldon to Ludlum.

What do you think of self help books?
Do not subscribe to them.

Money and time spent on books
Limited as my friends' circle ensure we share all books worth a read.

Your reading pace
Really quick, mostly at airports waiting for planes.

Your first book
Noddy.

Browsing and e-reading
Often.

Currently you are reading
Freakonomics - Steven D. Levitt.

Books that do not hold you
Science fiction.

Miditech president Niret Alva has a relationship with sharp, easy companions, which has been wowing him, challenging him, since forever? his favourite Books. Nidhi Jain is truly inspired by him and swears to become a bookaholic herself.

Who introduced you to reading?
My grandfather Joachim Alva had a fabulous collection of books ranging from biographies and autobiographies to works on psychology and dating behaviour and history. He loved giving and accepting books as gifts. After I was born, all new purchases had his name and my name on one of the first pages and the date of purchase. The implication was that he was leaving them to me.

At his bed side was a Bible (the most widely printed and sold book in the world) and the Imitation of Christ by Thomas Kempis. I've read both. The first many times. The second once. The first is my favourite book. It's a love story of the relationship between God and man, sometimes literal, sometimes metaphorical, with all the attendant ups and downs of faithfulness, betrayal, murder, war, redemption and restoration. In my life it holds supernatural power. I cannot start the day without it.

Joachim Alva was a journalist, freedom fighter, author and politician. He published the news magazine Forum in the heady days of the freedom struggle. Mahatma Gandhi read it and they often wrote to each other. We still have some of those handwritten letters. On Sundays, even before I was a teenager, I would take down in long hand his newspaper articles which he would simply dictate to me. He paid me a princely sum for each exercise and his reminiscences were published on Sundays in a column called Yesterday and Today.

I guess I got my love for books from him. I started reading really early. By the 6th or 7th standard I had read a fairly serious work called Pre-Marital Dating Behaviour. Forget who the author was. From my grandfather I inherited love for non-fiction across a variety of subjects. From the classic "The Rise and Fall of the Third Reich" (William Shirer) which took me a month and twelve days to read in the 12th standard, to the sheer joy of pouring over the printed Encyclopedia Britannica, building on what had started with Enid Blyton, Biggles, Hardy Boys... Alistair Mclean... Ian Fleming... the love for books was all encompassing and still runs deep.

When my grandfather died when I was 14, I lost a fabulous role model, somebody who had inspired me at various levels; intellectual, spiritual, emotional and even to excel at sport... he left me with an abiding love for books.

Kind of book collection I have
It's very eclectic. Some books I have inherited from my grandfather. I love their old feel and slightly musty smell. Some have survived battles with termites, but don't look so good as a result.

The Bhagvad Gita according to Mahatma Gandhi is an example. I have books on Karate (did it for 3 years), a page-weary, battered 30 volume Encyclopedia Britannica , a gift from my parents, Niranjan and Margaret Alva, books bought after reading reviews in the Economist (my favourite magazine), books for the spirit, for the mind, for the sheer joy of fiction.... Ian McEwan, Umberto Eco (what an intellect that man has), Vikram Seth (Golden Gate and Suitable Boy), Ben Okri? books on economics that are lucid and easy to digest... books on the environment....The Forgiveness of Nature and a Moment on the Earth for example... David Attenborough....

I love touching and rearranging our books. My wife Anuja Chauhan loves books too and reads more than me. Unlike me she rereads lots of books. So does my 12-year-old daughter Niharika.

Our book collection reflects the diverse interests of our family... from the latest Harry Potter that my wife and daughter need to buy almost as soon as it is off the press to Agatha Christie to Wodehouse.... we love books... can't get enough of them... keep asking my wife to make more shelves.....

Taste in books and how do you choose the books you read.
My taste in books is often incomprehensible. It's intuitive. It's spontaneous. It's sometimes governed by reviews I read. Sometimes it has to do with work. When we were doing a reality series for BBC World on a call centre in Bangalore, I quickly read... What's this India Business.... And I own it.

When I was writing the script for Operation Hot Pursuit, an undercover documentary on the illegal ivory trade and tracing it from South India to Japan, made by Miditech for NGC... Someone gave me as a gift, a novel by Wilbur Smith that seriously helped stimulate the writing...
Basically I look to buy books that will help me grow by inspiring me, wowing me, challenging me, pushing me, forcing me to state what I stand for.
None of this means that I only read high brow stuff. Some of my favourite writers, I read for the sheer mastery over their material... Dalrymple, Seth, Roberts (Shantaram), Mehta (Maximum City), Agatha Christie... others I read to remember my childhood... Enid Blyton... believe it or not... read two, two years ago... then I love to read food for the soul... enny Hine... Derek Prince... Tozer... Yancey... Tolle

On favourite authors and well written books
There is no hard and fast rule. My favourite authors are those who draw you into their world and hold you close to them as they lead you from page to page. They reveal a point of view and ask you to join it and be a part of it. No this doesn't mean they are all fiction. Take Jeremy Sachs... The End of Poverty... an incredible argument, very passionate for how we can use capital to solve most of the world's development problems. Right or wrong.....he hits you in the solar plexus and you are forced to re-examine what you believe in.

Read Jared Diamond...Guns,Germs and Steel and his more recent Collapse... wow... solid research... well crafted arguments and the climax. Boy, does he make you think! Rushdie and the way he writes is so compelling, you are not drawn, you are driven through the narrative by a rare gift that the author clearly has. Tom Sharpe can make you laugh till you cry with his Wilt series... he is really funny. Sainath (Everybody Loves a Good Drought)... a solid reminder that a large part of India is clearly not the radar of our so-called mass media.

Do you find interesting things in every book
As soon as I finish reading a book, I write down its name and the author's name in a note book. It's a "ritual" going back to the 1980s. If I own the book, I may underline stuff that I found seriously compelling or moving or something that I need to internalise. May copy it out too. Every book as its own secret it own magic. Sometimes a book is dense and not too easy to follow, or maybe my intellect isn't sharp enough.....time to pass.....a good book is like a good relationship...effortless....easy...companionable........

Self help books
Look I know they sell well and that there are people who specialise in that kind of writing. I don't read them anymore. Used to years ago. What scares me about some very famous self-help authors with respect to what they stood for is that they were not able to practice what they preached. One person who preached the philosophy of objectivism died in any asylum. Another author who tried to teach people how to tackle life, committed suicide. A third married 6 times or thereabouts.

The best so called self help books are those that stimulate you to find your own answers. Eckhart Tolle is fabulous... The Power of the Present Moment and his new book... A New Earth... Jim Collins... Good to Great... On why some companies become truly spectacular and others fail to make the grade... simple, insightful and beautiful.

Investments on books
Never consider buying books a waste of money. Think they are well worth the investment, though sometimes it pays to wait for the paperback version. Research shows that children who grow up around books tend to be better equipped for life. Anuja and I have three kids. Niharika (11 and a half), Nayantara (8 and a half) and Daivik (almost 6). The eldest loves reading the most but the second one seems to be picking up. Daivik hasn't really got into it yet.

Reading pace
Varies, depending on the pace. A thriller gets polished off. Romila Thapar's History of India, Vol 1 took ages... was trying to absorb lots of stuff while reading.

Browsing and e-reading
Does not work for me... personally. A book is about having and holding... in bed, at the table, on a plane, in a train, in a park....

Currently reading
Just finished Heaven is so Real by Choo Thomas and now savouring a History of the World in 9 and a half chapters by J. Barnes.

Books that don't hold
Dense, seriously complex material that my brain can't connect with or fathom... stuff that I may grow old trying to get through.

"I have just finished reading an old classic: "Confessions of a Thug" by Philips Meadows Taylor. The book was first published in Britain in 1839 to make the Victorian readers aware of the menace of the "Thugee". Essentially, the book is, as the title mentions, confessions of a Thug who had a long career in the business and was finally captured by the British and turned approver.

To those of much younger generations, Thugs were secretive groups of people who under normal circumstances were settlers in a village, purportedly engaged in normal trades and crafts. But during the travel season [in those days that would be after the monsoons and before the onset of summer], Thugs in organized bands took to the roads and highways with the express intention of looting travelers. The modus operandi too was very interesting. They disguised themselves as ordinary travelers and became a part of the convoy they planned to loot, and at an opportune moment in the journey they would strangulate unsuspecting travelers, bury them and move on with the booty. Each band would have specialist informers who would collect information of potential victims and their travel itinerary], specialist killer [who would strangulate the victims with their rumals] and specialist grave diggers [who were responsible or disposing off the bodies of the victims.

Because of the highly secretive nature of their business and connivance of the local rajas and landlords [who shared a part of the booty, this became a "menace" in large swathes of central, south and north India, till the British under Col Sleeman systematically hunted down thugees and gradually put an end to this form of banditry.

Confessions?. is the autobiography of one such Thug leader Amir Ali and covers his active life as a Thugee. It is a fascinating book to read for many reasons. First of all, it is the only such account which exists today in the written form. Secondly, it gives a vivid account of the political and social confusion that prevailed in most parts of India in between 1800 and 1850. And, finally, although a gory account of cold blooded murder and loot [Amir Ali himself is said to have strangulated over 700 people], it is a remarkable account of the syncretic nature of the popular culture of the age. To give just one example, although a devout Muslim, Amir Ali's best friend and confidant was always a Hindu and he and his fellow Muslim thugs never forgot to invoke Goddess Bhawani, who was the presiding deity of the Thugs.

It is a very rich autobiography on two counts: First it captures much more about the flavor of the period than many formal books on that period of Indian history. And secondly, it reflects the deep seated emotions, mental dilemmas, compromises and indeed principles of a man whom more civilized and genteel society would not have credited with such finer human expressions.

"Well, it would be difficult to get hold of a copy. But you can download the whole book from Google. Read it if you are interested in your past and I promise Amir Ali will not let you down".