Ambi Parameswaran has spent a large part of his thirty - five - year working career in advertising at Draft FCB Ulka where he rose to be Executive Diretor and CEO. An engineer from IIT Madras University in 2012 . Ambi has authored/ co - authored six books on topics ranging from brand building and advertising to consumer behaviour. When he is not busy at work, reading, writing or teaching , you can find him at a music concert. His wife, Nithya, is an ex- marketer turned stock market investor. His, son, Aditya, is an alumnus of IIT Bombay and Stanford.An adman constantly strives to connect market research data to insight on a winning campaign. Ambi Parmeshwaran has developed a fascination for how Indians are getting more religious but also more consumption driven. Combining his thirty- year experience as an adman with a lifelong passion for religious studies, Ambi seeks to answer questions like: Why has the bindi disappeared from advertisements? How did Akshaya Trithaya become such a big deal? What makes Lord Shiva so cool? How did a Chennai-based department store start the New Year's Sale phenomenon? Are Muslims more open-minded shoppers? Why do people who have no interest in using an MBA degree still get an MBA degree? How did the Manusmriti do a disservice to Hindu women? What can Harvard Business School learn from the Kumbh Mela?Ambi has filled this book with personal stories, anecdotes, lessons and excerpts from research and other publications. This book is a treat for anyone interested in how religion has evolved and how clever marketers have ridden the wave by tailoring their products and services.