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Ambi Parameswaran has developed a fascination for how Indians are getting more religious but also more consumption driven. Combining his thirty-year experience as an adman with a lifelong passion for religious studies, Ambi seeks to answer questions like:

Why has the bindi disappeared from advertisements?

How did Akshaya Trithaya become such a big deal?

What makes Lord Shiva so cool?

How did a Chennai-based department store start the New Year Sale phenomenon?

Are Muslims more open-minded shoppers?

Why do people who have no interest in using an MBA degree still get an MBA degree?

How did the Manusmriti do a disservice to Hindu women?

What can Harvard Business School learn from the Kumbh Mela?



Ambi has filled this book with personal stories, anecdotes, lessons and excerpts from research and other books. This book is a treat for anyone interested in how religion has evolved and how clever marketers have ridden the wave by tailoring their products and services.

• Sales Rank: #2681446 in Books
• Published on: 2014-01-07
• Original language: English
• Number of items: 1
• Dimensions: 5.79" h x .91" w x 8.70" l, .84 pounds
• Binding: Hardcover
• 272 pages

Review
A fascinating book on the business of Indian religion. --Free Press Journal

A brilliant 4D documentary --Financial Express

A must in every B-school library --Business India

About the Author
Ambi Parameswaran has spent a large part of his 35-year working career in advertising at DraftFCB Ulka where he is currently Executive Director and CEO. He has authored/co-authored six books on topics ranging from brand building and advertising to consumer behaviour; he also has been a columnist for some leading business newspapers.

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