AG Krishnamurthy unveils ‘Desi Dream Merchants’

AG Krishnamurthy, founder and former chairman and managing director of Mudra Communications, released his second book, 'Desi Dream Merchants', in New Delhi. The book was launched by TN Ninan, editor and publisher, ‘Business Standard’. Published by Tata McGraw Hill, the book is priced at Rs 199. It is a sequel to AGK’s earlier book, ‘The Invisible CEO’.

Speaking on his choice of title, AGK says, “When I was responsible for setting up Mudra as an agency in Ahmedabad in 1980, ‘desi’ was not supposed to be a good word to be associated with or even use. But we at Mudra have shaped the word so beautifully through our work that the word is in vogue now. Mudra is a complete ‘desi’ agency.”

Krishamurthy claims that the book is an enjoyable read and a treat for aspiring leaders and advertising and marketing professionals.

According to Ninan, “The book is the effort of a genius put on the pages so simply that one can finish the book in about half an hour and still absorb so much from his experiences. Moreover, this is a book which had its first draft in serialised form in ‘Business Standard’, so it holds a special place for me.”

‘Desi Dream Merchants’ deals with AGK’s experiences, achievements and insights from 1980 to 2003 in three parts. In the first part, called ‘Desi Dream Merchants’, AGK’s ex-colleagues shed light on how they got associated with Mudra and what it took to establish the brand. The second part sheds light on AGK’s learnings and experiences as a student in the world of advertising. The last part is a compilation of his favourite advertisements such as the Boost ad featuring Sachin Tendulkar and Brett Lee, Air Deccan, McDonald’s Happy Price Menu ad and Cadbury’s ‘Pappu Pass Ho Gaya’ ad.

“But the main focus and moral of the book is: ‘Dream big’,” says AGK. He points to a line from ‘The Alchemist’, saying, “When you want something, the whole world conspires for you to achieve it.” He adds, “I started Mudra with only Rs 35,000 and one client, but I was determined and now, look at the result.”

For the record, AG Krishnamurthy was also the founder of the Mudra Institute of Communications, Ahmedabad (MICA). He is currently the chairman of AGK Brand Consulting.

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