At the end of our conversation, this writer mispronounces 'desert', and creative director Sumanto Chattopadhyay, a habitual proof-reader, immediately says, "That's a sweet dish." I tell him I made the mistake just knowing I was talking to the grammar police, and he consoles me with, "It's like when you're on a cycle and you see a pothole. You're so nervous that you go right into it."

Chattopadhyay has been an Ogilvy man for 25 years and is the in-house expert on grammar. "If there's something in English, even Piyush [Pandey] will check with me or send it to me to correct." Today, he's the chairman and CCO of 82.5 Communications, a sister concern. As a side hustle, he also runs The English Nut on Instagram, clarifying common mistakes Indians make in English. With a combination of videos and image tutorials, he shows how to say dengue (cut the goo), explains the difference between asterisk and Asterix, and spells out the existential crisis of 'preponed'. "The stuff that I'm [uploading] is not for people who don't know English. It's for people like you and me, who don't realise the mistakes we make. For example, 'I don't think so you are right,' the 'so' should not be there. I have a colleague, VR Rajesh, who makes all the typical mispronunciations. I tell him, 'You're my inspiration.'"