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Simple And Unassuming

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After a long time, here is a book on advertising that is unpretentious, has no bells and whistles, and yet makes its point. Much like a budget airline that gets you there on time without the fuss, frills and fancy food. I also saw Learnings Of An Advertising Practitioner by founder chairman and managing director of Mudra Communications, A.G. Krishnamurthy, (Tata McGraw Hill) like a stealth bomber that comes in under the radar, breaks through the fortresses of self delusional minds and releases its loaded wisdom. It departs stealthily, but leaves a crater full of knowledge.

Any takers? Not the creative chaps, I suspect, who will more likely wring its contents and put them out to dry. Not the planners, who might be tempted to take intellectual pot shots at its very basic content. And, possibly, not account managers who would benefit the most from it, but may shy away from its unassuming approach.

Ranjan Kapur, country manager, India, WPP

It is for those who still treasure the pursuit of knowledge and believe that when all is said and done, it is the simple truth that sets the haves apart from the have-nots. The book does not resort to any flash-and-dash gimmicks. Yet, it illuminates the obvious paths that lead to advertising that works. It advocates a simple approach and puts across several points that we must keep in mind when creating advertising, but do not because it runs against the grain of our current thinking, largely influenced by the hype that exists around our business. Students who wish to join the profession would do well to follow these simple advices, and practitioners, who would like to do a reality check on how to conduct themselves, will find this worth a read.

Ranjan Kapur is a Country manager of WPP, India

(This story was published in Businessworld Issue Dated 18-04-2011)