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Ambi Parameswaran - best-selling author, brand and leadership coach and former CEO of FCB-Ulka Advertising - was rejected at his dream job interviews, he was denied promotions and clients turned down his business pitches. He now knows that he eventually succeeded because of these rejections and the way he handled them. Spring is packed with tales of rejection and redemption.

This is as much the story of Indian advertising as it is about India. Ad veteran Ambi Parameswaran looks at how advertising has evolved, reflecting the country's culture, politics and economy in the last 50 years. From sartorial taste and food habits to marriage and old age, music and language to celebrities and censorship, Ambi examines more than a hundred ads to study how the Indian consumer has changed in the past five decades and how advertising and society have shaped each other.

Veteran adman and author Ambi Parameswaran has relied on one process of learning above all others: powerful conversations with clients and customers. A challenging customer, in his view, goes from being someone who poses an obstacle to quality work to someone with eye-opening ideas and concepts. Approached as an exercise in listening and learning, these conversations can become long-term lessons.