Telling stories, and more so, concisely, is second nature to Satish deSa. Having spent 21 years in advertising, from 1995 to 2016, as a copywriter, "fitting stories into 30 and 60 seconds" for television, meant he could sell anything to anyone. All he needed was a brief from a client. A similar 'brief' came from his daughter, Zoe, when she was three years old. Disinterested in the Snow Whites, Cinderellas and Queen Elsas of her time, she asked her father to tell a story of the fan that was whirring above her head. "He did make up a very good story," Satish's wife Sheetal, a teacher with Tridha school, recalls.

It was at that point that a window opened up for deSa. "I discovered a magical place, where everything was believable: fairies existed, animals could speak, a tree could walk, and rainbows could enter homes and play with you." When his son Zac was born, this world grew bigger and so did his imagination. "The look on their faces when I told them a story, was overwhelming. It would lift my spirits. By not reading out of a book, but telling them stories face-to-face, I forged a strong connection with my children. When I asked my friends to try the same with their kids, they were reluctant." The most common excuse was that they "lacked creativity". "But, books inhibit imagination and make the mind lazy," he argues.