Author's Note

"Honestly sir, this was an appetizer! We want more!! I am waiting for Part 2. "

So declared Venke, a colleague of mine from Mudra, after reading my first book The Invisible CEO. Although there was no blueprint for 'Part 2' chalked out in my mind, this rather earnest plea set me thinking.

What 'more' could I add to the Mudra story?

But first let me tell you a bit about how I got around to writing my first book. Sometime during the mid 90s Tata McGraw- Hill publishers approached me for a book on Mudra. They were convinced that the Mudra story was inspiring enough to be put down on paper for future generations. We even toyed with the title 'Made in India' for a while, since that was the crux of the Mudra story, and it was the only large agency at that time that could make any serious claims to it. However, I decided to Wait.

Even as the idea of a 'Mudra book' was germinating in my mind, I was pretty sure that the Mudra story could never have just one author. It had to be authored by the team who built Mudra. So I promptly dashed off letters to all of them inviting them to be a part of the book. The stories that have been reproduced here are their replies. Clearly, it is impossible to reprint every single team member's account the selection here has been made to span geographies, time period, and, roles to give you a fairly comprehensive picture of Mudra in the 80s and the early 90s. Hope you enjoy reading them as much as we've had living them!

Once again I would like to thank my gurus-Giraben Sarabhai, who taught me advertising aesthetics and the virtues of keeping a low profile; Dhirubhai Ambani who brought out the entrepreneur and fighter in me and taught me how to think big, build teams and realize my dreams and Dr.Verghese Kurien who inculcated in me a sense of pride and belonging for India and Indians. And of course, my colleague Minnie Abraham, without whose active support my column AGKspeak in Business Standard, my earlier book- The Invisible CEO and the present book wouldn't have taken shape.

I also owe a deep sense of gratitude to Mr. T N Ninan and Business Standard for their support of my column AGKspeak. I also thank Mr. Ninan for his steady support towards the launch of my book- The Invisible CEO.

I would also like to thank MAGINDIA, the online advertising archive for their constant supply of all the print and television references.

A.G.Krishnamurthy