Sanjay Arora holds a PhD in brand management, marketing communication and consumer behaviour, along with an MBA from IIM Bangalore. In 1987, he founded Shells Advertising Inc., which grew into one of central India’s largest advertising agencies. In 2009, it expanded overseas with a full-service branch in Dubai.

His forty years of multifaceted experience have included being a faculty member at various management schools, editing a magazine and delivering keynotes at national and international conferences, corporate programmes, IITs and IIMs. He has also delivered fifteen TEDx talks and has been featured on CNN-News18 and NDTV. His daily marketing tips reach over a million followers and garner 25 million monthly views, and his appearance on Raj Shamani’s podcast, Figuring Out, has drawn over 1.2 million views.