Made In Future by Prashant Kumar

Made In Future

A Story of Marketing, Media, And Content For Our Time: A Ground Breaking Book, Made In Future By Prashant Kumar

Published by Penguin Random House India, Made In Future delves into the principles and applications of marketing strategy in the new age.

About the book

Made in Future is a ground-breaking new book that seeks to recast marketing from a white sheet, with an incisive view of how vast changes in media, content, influences, and people’s expectations have come together to write a new story of marketing.

It challenges a lot of the accepted wisdom of the past yet is brutal where the hype is ahead of substance. In the process, it offers an alternative journey that is conceptually whole, makes you think and helps you follow it all up with pragmatic decisions.

Advanced praise

‘Made in Future is a delight to read for its panoramic, original, and engaging take on the new marketing landscape. For anyone leading marketing transformation, this is one book that captures it all—data, tech, creativity— and brings it together as one conceptual whole. It’s a must-read’.

Pratik Thakar, head, global creative strategy and content, Coca-Cola

Prashant has presented a contemporary point of view on media, customer journeys and marketing, using the prism of timeless principles. His ideas are fresh, pragmatic and yet, he has used simple examples from his successful business career. He has studied the subject, considering the areas of creativity, media, strategy, marketing, and the role of marketing in society, looking at the broader sense of purpose. What is particularly refreshing is the approach, which builds on what marketers have known, and adds the perspective of what is emerging. And this is possible because of the significant experience Prashant has had building brands over the years. Practitioners will get something real and tangible, which they can apply to their craft and amplify the impact of their limited resources’.

Vipul Chawla, president, Pizza Hut International
About the author

Prashant Kumar is the founder of Entropia, a next-gen marketing services company, now part of Accenture. Entropia has been a pioneer in the area of marketing in the Industry 4.0 era. In 2020, Entropia was recognized as the third-fastest-growing large agency in the world by AdWeek, New York. Earlier, Prashant served as president, Asia world markets, at IPG Mediabrands. He has been on the juries of the prestigious Cannes Lions and Crystal Festival, France, and Lynx Festival, Dubai. 

He was also a speaker at the Digital Marketing Expo, Germany, and Global Festival of Media, Rome. He has been interviewed by the Wall Street Journal and Bloomberg. In 2019, the International Advertising Association (IAA) recognized him as one of the five digital marketing thought leaders globally. He is an alumnus of St Stephen’s College, Delhi, MICA, Ahmedabad and Harvard Business School.

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