Brands Under Fire to be released today

In what promises to be a rewarding and captivating event, Remembering Subhas will see the official launch of the book Brands Under Fire, edited by Ivan Arthur and Kurien Mathews.
 
Brands Under Fire is a book that distills the thoughts and opinions of a galaxy of advertising and communication specialists: Rama Bijapurkar, Mahnaz Curmally, Gerson da Cunha , Santosh Desai, Vijay Gokhale, Kiran Khalap, Pranesh Mishra, MG Parameswaran, Roger Pereira, Gita Piramal, Prof. S Ramchandar, Shekhar Swamy and Prof. Shiv Viswanathan.
 
Sadly, Prof. Ramchandar passed away last year.
 
Arthur and Mathews first put together case studies of brands that faced adversarial situations: Coca Cola and Pepsi, UTI and Cadbury's. The cases were discussed by panels comprising the 13 specialists mentioned above, moderated by Arthur and Mathews.

The book is published by Penguin Portfolio.

The launch of the book will be followed by the Subhas Ghosal Foundation Lecture, which will be delivered by Prasoon Joshi. Prasoon will speak on the title of the book itself:  Brands Under Fire.