Brief Case by Sanjay Arora asks why we call every bottle of water ‘Bisleri’, how removing an orange from a juice carton cost Tropicana millions, and how a sting became Dettol’s greatest advantage. The world’s most powerful brands are not built by advertising alone—they are built by understanding what people desire, fear, remember and trust.
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About Brief Case
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Brief Case presents a sharp, entertaining and useful collection of real brand stories that reveal why people buy what they buy. Through forty unforgettable cases—from Bisleri, Maggi, Dettol and Parle-G to De Beers, Dyson, LEGO, Patagonia and Spotify—veteran marketer Sanjay Arora uncovers the hidden psychology, cultural codes and business decisions behind iconic marketing wins and costly failures.
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Published by Penguin Business (Penguin Random House India), this 312-page paperback (ISBN 9789377300586) is scheduled for September 2026 with an India MRP of ₹399. Arora holds a PhD in brand management and an MBA from IIM Bangalore; he founded Shells Advertising Inc. in 1987 and has delivered fifteen TEDx talks. Essential reading for marketers, founders and curious consumers who want stories that stick.
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Each case is short enough to read between meetings yet rich enough to change how you spot positioning, packaging and cultural cues in the brands you use every day.
