IIMA DIRECTOR PROF.ERROL D’SOUZA RELEASES MICA-PRESS’s MAIDEN PUBLICATION, ‘BRAND MAGIC: THE ART & SCIENCE OF CREATING SUCCESSFUL BRANDS’

AHMEDABAD: The director of the Indian Institute of Management, Ahmedabad on Saturday
released MICA’s maiden publication ‘Brand Magic: The Art & Science of Creating Successful
Brands’ — an extensively researched book that delves into ten notable brands that emerged from
Gujarat.
Speaking at the book release function held at Ahmedabad Management Association, Prof. Errol
D’Souza, Director, IIMA, said, “The book Brand Magic is the testimony of courage, mettle, hard
work, and ideas to make things happen. All the stories are about how these home-grown brands
provided authenticity, the value of money, and quality during the controlled era of the Indian
Economy, when consumers were not sure whom to trust. Likability and trustworthiness always help
brands to be exponentially successful. Everything is conveyed in an interesting storytelling format
in the book.”
The book, published by MI-Press, MICA’s academic publishing house, showcases how Marketing
Communications has played a significant role in taking the brands namely AMUL, Astral Pipes,
Balaji Wafers, Fogg, Havmor, Jio, Rasna, Sugar-Free, Symphony, and Wagh Bakri, from state-level
to national and international levels. The book is co-authored by Prof. Alan D’Souza, former
Executive Director at Mudra Communications and one of the Founding Members of MICA, and Dr.
Prashant Pareek, Faculty in the Area of Marketing and Entrepreneurship at Shanti Business School.

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