Sadiqa Peerbhoy was born in Hyderabad, grew up in Mumbai and lives in Bangalore. She has been an advertising professional all her working life and is the creative force behind many Indian and international brands. She started writing a humorous topical column in the local papers to keep her sanity in a deadline-ridden career and wrote it for thirty years, collecting a huge fan following in Bangalore. She has also scripted serials for television, scripts for BBC, short stories for the weekend papers, has four published books and many creativity awards. She ran a British college, Wigan and Leigh, in Bangalore and has taught advertising, brand building, life skills and lateral thinking in corporates and colleges. Sadiqa is married to advertising legend Bunty Peerbhoy, is the mother of two and remains an ardent student of Hindustani music.