How brands create desire, trust and culture.
Forty stories behind the world's biggest brand wins — and blunders. By Sanjay Arora. Out 21 September 2026 from Penguin India.
Sunday 6 September only
Order the book on Sunday 6 September between 10:00 and 12:30 or 20:00 and 22:00 Indian time, send me the screenshot, and all three are yours.
A full, written case that is not in the book. Same standard, same length, delivered to you as a designed PDF.
Live, with me. Bring your brand, your campaign or your question. No charge, and no catch.
When I am next in your city we will have a get-together, and I will sign your copy myself. This is why I ask for your city.
How to claim
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Open AmazonThe Amazon confirmation page, or the confirmation email. Anything showing the order and the date. It never becomes public.
Four details and the screenshot. That's the whole thing — I'll take it from there.
Four details and your order screenshot. Two minutes, then you're done.
Check your inbox — the 41st Case Study and your session invite are on their way.
Nothing else to do. If nothing arrives within a day or two, write to sanjay@shellsindia.com.
The book
Forty of the brands you already know — Parle-G, Maggi, Bisleri, Red Bull, Dyson, Patagonia, Toyota, Blinkit, Colgate, Nespresso, Tropicana and more — each opened up and read for the decisions that built them.
Most brand books only print the wins. This one keeps the blunders in, because the blunders are where the lesson actually lives. A win tells you what worked once. A blunder tells you what will go wrong next time.
Thirty-nine years of noticing, in one book you can carry.
Until publication day
The author
Founder of Shells Advertising Inc. since 1987. PhD in Brand Management, Marketing Communication & Consumer Behaviour. MBA. Modules from IIM Bangalore. 14× TEDx. A million followers across channels.
Thirty-nine years of building brands for everyone from challenger startups to category leaders. Brief Case is what happens when a working practitioner finally sits down and writes it all out.
Sunday 6 September · Two windows
Then send the screenshot and claim all three rewards.
