In the last few days of 2007, Indian advertising lost one of its true legends. Kersy Katrak, founder of the almost mythical MCM, my NCD at the beginning of my advertising career, father of another ex-boss and friend, Maia Katrak, and the chap who made me fall in love with suspenders again. And if there was more proof needed that advertising folks have short memories, there's this: I heard the news not from a former colleague from the profession, but from a poet, when I was in the middle of the sad duty of compiling the names of writers who had passed on in the year for the Kala Ghoda festival's "In Memoriam" programme. Yes, Kersy, besides being a kickass copywriter and creative director, was also a poet, a playwright and a columnist. I must confess though, that in my days at Lintas, where he was capo di tutti capi, I knew nothing of those sides of the immaculately turned out gentleman who once prodded me in the ribs in the corridors.