Rain maker yes... But Cloud seeder first. That was what AGK was. He seeded the voice of Made in India communications. It wasn't as if we didn't have excellent Indian agencies before Mudra, agencies that were doing work for great Indian brands with phenomenal Indian insights. But the face and the voices these agencies had were very very sophisticated and western. AGK was the first grass root Indian voice in advertising without an iota of sophisticated masquerade. Somehow when an undisguised Indian speaks Indian and does work for Indians, the agency gets a far more Indian flavour.
Mudra was seen as the first made in India agency not because it was funded by the Ambanis but because it was helmed by an unabashed Indian. So, much before AR Rahman made Hindi songs cooler and the so called vanguards of the hindiaisation of advertising wrote a line... AGK made Indian advertising hipper, cooler, funnier, more touching and desirable than it had ever been. Leading a group of people who would have been written off as losers in most existing agencies till then, into a force that shook the scene and gave the industry a new accent. Hats off to the true pioneer.