Santosh Desai is the Managing Director and CEO of Future Brands Ltd. He has been the President of McCann-Erickson, one of India’s premier advertising agencies. A post-graduate from Indian Institute of Management, Ahmedabad, he has served on the boards of ING Vysya Bank, ACK Media Limited, Future Consumer Products Limited, Breakthrough and CFAR (Centre for Advocacy & Research) and on the Governing Councils of Mudra Institute of Communication, Ahmedabad, and Praxis Business School, Kolkata. He writes a weekly column for The Times of India and is the author of Mother Pious Lady - Making Sense of Everyday India, a book that examines how the everyday life of middle class India has evolved.