With 25 years of experience in advertising, founder member of Chlorophyll brand and communication consultancy Anand Halve has penned a book on "Planning for power Advertising ". How relevant is the subject material of this book, when the rules of advertising are being rewritten in a jiffy and much more, Anand shared, in conversation with Correspondent Nidhi Jain.

*Book different from other advertising books
Formatting and focus were two different things that made me write this book. Most of the books of yesteryears are outdated and they need to be refreshed. What we have is mainly from the US and UK market and are not applicable in the Indian context.

*Is it based on the experience you gathered or the outlook you have for the future
Today, in India there are more than 1,500 management schools. They are in dire need of knowledge on the constantly changing market landscape. Result: this book.

*Is it an extension of your talent or just a labour of love
Today when it comes to advertising, children are important decision makers, which didn't relevantly exist sometime back. The fundamentals remain intact, only examples change regularly. Anything which is learnt and taught needs to be revised after two years. For instance, today's most important subjects are sponsoring and events. To be a teacher, we have to become students to learn new trends.

*Book's inside
My book needs to be read sequentially i.e., step by step. The first couple of chapters are very important since it emphasises on the Indian market.

*Who can relate
Specialised businessmen, writers, economists.

*Research done
Two types -- firstly, theory should be visualized practically and secondly, by observing human emotions.

*Any other writing projects
A second edition of the same book with insertion of topics related to children and radio and also about observing new age Ads, plus observing and understanding human psychology.

*Your preference--fiction/non fiction
Business books and Hindustani and Urdu poetry.

*Favourite author
Woody Allen, Jack Welch.