Born 23 November 1928. Studied at St Isabels and later St Marys High School, Bombay. Did a four year study and obtained his Diploma from the Sir J.J. School of Applied Arts, Bombay. Started as an apprentice with agency L.A. Stronach & Co. Then joined D.J. Keymer (now O & M) as a visualiser. Three years later, in 1956, he went to the U.K. for further studies and to get a wider exposure on the latest trends in advertising. His experience at three leading agencies there enabled him to get a deep insight into working on a wide range of accounts, including semi-conductors, various appliances, sewing machines, readymade garments, cigarettes, wines, beers and cider, biscuits, cars, etc. Simultaneously, he wrote the Associated Examination of the Institute of Practitioners in Advertising (IPA), and undertook design and life drawings classes at the Central School of Arts. He also studied Typographic Design. Later he joined Beecham International London, as Product Manager. The rich marketing experience he gained with this assignment was indeed unique for a person in the creative field of communications. Aiyars Advertising then brought him to Bombay as Creative Director, a designation that was the first of its kind in India. He went on to guide the agencys creative output for over 10 years. He was later appointed Deputy Manager and member of the Board when Aiyars collaborated with one of the largest agencies in the UK, The London Press Exchange (LPE, now Leo Burnett, UK). In 1972, in a way a landmark year, he and a few of his colleagues left Aiyars to start Chaitra Advertising and as Jt. Managing and Creative Director, built it to be one of the leading agencies. After 11 years he started his own Consultancy and in that capacity he enjoyed the sole responsibility of improving the quality of creative work of Clarion Advertising over a period of 5 years. Clients such as Bayer, Cadburys Grasim, Tech Nova and others also sought his services. He has over 40 years experience and his talents and skills cover a wide canvas of design such as, symbols, logos, corporate design, packaging, fashion design and stage settings, exhibition design, press and print advertising, Cinema, TV and corporate films. He has spent much time teaching and speaking at institutions connected with Advertising & Marketing, such as Xaviers Institute of Communications, NID Ahmadabad the Bajaj Institute etc. He is the recipient of several awards including, one for the symbol design of the 38th International Eucharistic Congress held during Pope Pauls visit to Bombay in 1964. He was the President of the Communication Arts Guild (CAG) for many years and was elected to their Hall of Fame. He is also a Member of the Art Directors Club of New York since 1976. He is presently the Chairman and Creative Director of Nova Advertising Palace Pvt. Ltd. This is his first book.