Lonely Planet's Tony Wheeler: I hate the word 'brand'

Worldwide Media, the joint venture between The Times of India Group and BBC Worldwide recently launched the Lonely Planet magazine in India. Campaign India caught up with Tony (pictured, left) and Maureen Wheeler (pictured, right), founders of the Lonely Planet series and Nick Brett, group editorial director, BBC Magazines, on their visit to Mumbai, to understand their plans for the Indian market. Excerpts from the interview.