India in 2061? Did they meant 2016 ?


At the onset, this is not like my typical article that I would love to discuss, fume or cajole at. This is a news that has startled me and made me wonder why should an agency that primarily deals with Advertisement and to a broader extent about branding be worried about what India shall be in 2061. Draft FCB Ulka has come up with a white paper that is published into a book called India 2061.

Especially at a time when we require lot of advisory bodies to let the Government know what are the actionable options required to be taken. Apparently, they are discussing something similar in this white paper. However, 2061 is a tad too long a time frame to visualise/predict/anticipate about anything, leave apart about a country.

M G Parmeswaran talks in this interview as to what made them come out with this white paper. The link is as follows:



Best Media Info quotes about this book thus: "On the occasion of the 67th Independence Day, Cogito Consulting, the brand and marketing consulting division of Draft-FCB Ulka, has launched a book, ‘India 2061 – A Look at the Future of India’. The book is a sincere attempt to predict how various sectors in India would look like around 50 years from today. 
The book ‘India 2061 – A Look at the Future of India’ has over 20 thought leaders from various industries sharing what they see are the challenges India will face as it gets ready to join the league of developed nations. The first section of the book includes articles from  infrastructure areas like Power, Water, School Education, Management Education, Healthcare; new age industries like Retail, Telecom, Television, Automotive, Mobile and Information Technology; financial sectors like Capital Markets, Taxation and Fiscal Management and Insurance; sports categories like Cricket and Olympics; and other key areas like Economy, Ecology, Political system, Dairy and Society.
While some may see 2061 as two or three generations away, the time for decisions, actions and interventions may actually not be so far into the future and the book is a good thought starter."

I was able to download the e-copy of the same and it shall be only after I read all of 263 pages that I shall be able to comment on the same. However after reading his first book, FCB Ulka Brand Building Advertising in late 90s, one always wanted to read more from him. He has since then published around 3-4 books on Branding and the latest version of Strategic Brand Management text book by Parmeswaran is considered almost like a bible for Brand related studies, one is itching to read this white paper edited by him. 

For beginners, Ambi, as he is fondly called by friends has been candid in saying, 2014 is gonna be a tough year for Advertising... but 2061 is of
course a promising one :)

~~Dr Swati Nalawade~~
Brand & Markets Observer
26th August 2013

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