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Darwin's Brands

Darwin's Brands
Adapting for Success

First Edition
  • Anand Halve - Chlorophyll Brand and Communications Consultancy Limited, Mumbai
Critical Acclaim

February 2012 | 188 pages | SAGE Response
Darwin's Brands traces the evolution of some of the most notable brands in the Indian marketplace by looking at the interplay of forces that created the environment in which they operated and the strategies they adopted. In a vibrant economy like India—where competition from novel and captivating launches is relentless; where customers' preferences change rapidly—these winning brands have shown resilience and the ability to identify and seize opportunities. The book proves the point that it is the capacity to adapt to changes and formulate effective strategies that determines who survives in the hyper-competitive marketplace of today.

Each of the stories in this book is unique but shares a common thread running through the evolution of the brands' strategies and actions. These compelling stories will help brand practitioners, students and business managers chart-out branding strategies and action-plans that lead to business success.

Thums Up: A Thundering Success

Cadbury's Dairy Milk Chocolate: The Real Taste of Life

Saffola: Heart OK Please!

Maggi: 25 Years in 2 Minutes

Amul: The Taste of India

Lifebuoy: Where there's Lifebuoy, there's Health

Titan: The Times they are a Changin'

Asian Paints: The Colours of Happiness

Hero Honda: Zero to World Leadership in 60 Months

Maruti: The Long and Winding Road

Femina: A Matter of Substance

Airtel: If Only We Talk to Each Other


Darwin’s Brands isn’t a how-to book. It is…a “novel” about Indian advertising. The collection of stories in this book are examples of some brands that have used advertising well…Taking these brands as examples, the author lays down the fundamental rules of how to push an ad campaign and turn it into something exceptional…The architecture of the book is interesting…Halve’s review of published work on each subject is very extensive; most of it is quite recent.

Business Standard

Engaging study of how enterprises successfully connect with consumers through brand imagery.

The Business Line

The style of writing makes the strategies simple. [The author] has taken great effort in chronologically weaving together the brand strategies with the product category’s progress and status. The author has made sure that he gives the reader a complete overview about the category in which the brand functions...The inquisitive minds who would want to know the why and how behind their favorite campaigns would be captivated by every word written.  Further, the colloquial style of writing seasoned with the author’s personal anecdotes makes it an easy and interesting read.…It is a good read for people it has been targeted at- brand practitioners, students and business managers.


The stories are readable and packed with historical anecdotes, interviews and tidbits that are not commonly known….[the book has] been designed as study material for classrooms, which deserves support because there is an acute paucity of Indian cases for use in classrooms…[the book] presents the brand building process in a short, easily readable format….it’s a great addition to the documentation of successful Indian brands. A must read.

Outlook Business

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ISBN: 9788132107156