Book

Book Review | Brands and the Brain: What can neuroscience teach us about brand building

Traditional market research does not tell companies enough about human behaviour. They want a more “granular and accurate” picture of customer engagement, effectiveness of marketing interventions, and purchase probability, so they use neuromarketing tools.

Notes on reading Bijal Vachharajani's Savi and the Memory Keeper and reflecting on losing a parent

The book Savi and the Memory Keeper, besides being an ace ecofeminist work of fiction, is a brilliantly told narrative of how children learn to grieve.

Soha Ali Khan, Kunal Kemmu on their new children's book Inni and Bobo Find Each Other: 'Wanted it to be as evocative as possible'

Soha Ali Khan and Kunal Kemmu discuss their book Inni And Bobo, pets, parenting style, and something very close to their heart – encouraging the adoption of stray dogs

Amish Tripathi on his new gaming and time travel book set in London, and adapting his Shiva trilogy for three-season OTT series

"The medium is different so my experience as a writer is bound to be different. With a book, I use words to create images in the minds of my readers but how they visualise also depends on their own imagination. On screen, you get to see only the director’s imagination," says Amish Tripathi.

What on-ground literature festivals like JLF mean to first-time authors: 'Getting your book out finally feels real'

Jaipur Literature Festival this year was all the more special also because it gave several first-time authors, whose books released during the pandemic, the chance to talk about their work.

It's a pet's life: The Book of Dog and Cat People are heartening accounts of fur babies and their pet parents

In the pages of both books, I found people who laughed at their pets’ silly antics, shed tears when they fell sick, indulged in their every whim, wrote them poetry, and treated them better than they did themselves.

In new book Eden, Devdutt Pattanaik explores Judaism, Christianity, Islam: 'My work is helping people access other people's stories'

In his latest book Eden, Devdutt Pattanaik looks at Judaism, Christianity, and Islam through his unique Indian perspective.

Bollywood of the Wild Wild West days was superb, but I wouldn't want to go back there: Anupama Chopra

Anupama Chopra's new book A Place In My Heart is a capsule of her evolution along with the film industry she reports on — from a cub reporter in the Bollywood of the "Wild Wild West" days to "marrying into the mob," all the while building three major film organisations.

Book excerpt: Kala Krishnan's Mahasena: Part One of the Murugan Trilogy is a peek into the legend of Kartikeya

Through 100 objects, Vidya Dehejia's new book makes a case for multiplicity of voices to thrive in India

A new book on Indian history is significant at this time because history continues to be a touchy topic in India, and now more so when the idea of a Hindu rashtra has acquired greater currency.