Santosh Desai has spent his professional life at the intersection of brands and culture. Over the past four decades, he has worked in advertising and marketing, for over 40 years. He was President of McCann Erickson India and CEO of Futurebrands and now leads Think9 Consumer Technologies, which works with start-ups on growth and consumer insight. He also writes on the social and cultural shifts shaping everyday India, including in his weekly column City City Bang Bang in the Times of India, now in its 21st year. His first book, Mother Pious Lady - Making Sense of Middle Class India, looked at the texture of post-liberalisation life. His forthcoming book, Memes for Mummyji - India After the Mobile Phone, explores how technology is subtly but profoundly reshaping how we live.