The 1990s audience must be familiar with the ‘Sunday ho ya Monday, roz khao ande’ initiative and jingle by the National Egg Coordination Committee (NECC). The credit for which goes to veteran branding expert Anand Halve, who passed away on November 23.
News of Halve’s demise was shared by Halve’s friend, colleague and chlorophyll co-founder Kiran Khalap in a tweet that read, “The chlorophyll community grieves the untimely death of its co-founder, father of brand planning in India and friend to millions: Anand Halve.” Halve had worked at Enterprise Nexus, where he counted another ad veteran Mohammed Khan as his colleague. The start of his journey in advertising was in the late ‘70s where he worked with Lintas followed by Fulcrum with Kersy Katrak.
He has authored books such as Planning for Power Advertising (2005), AdKatha: The Story of Indian Advertising (co-authored, 2011) and Darwin’s Brands: Adapting for success (2012).
Speaking about the NECC campaign to The Financial Express in 2009 Halve had said, “There are several reasons why I believe this is one of the classic campaigns in Indian advertising. Among the most important reasons is the fact that it was perhaps the first, and ever since, perhaps the only instance of a generic campaign that was handled with the same degree of attention and scientific rigour as a campaign for a manufactured and marketed product.”
The branding, marketing, advertising and media industry has stepped forward on social media with tweets and messages, acknowledging and mourning the loss of Halve, who was often described as a brilliant, analytical mind.