Its early contracts included providing punched card services to TISCO (now Tata Steel), fortune ranking 1 working on an Inter-Branch Reconciliation System for the Central Bank of India, and providing bureau services to Unit Trust of India.

Name this Entity.

The name was devised by branding consultants Michael Cronan and Karin Hibma.Cronan and Hibma suggested X as they felt this was an apt metaphor for reading and intellectual excitement.

Give me X?

           THE TZAR CHRONICLES

The ads were directed by genius documentarian Errol Morris, a frequent dabbler in the world of commercials who's contributed to campaigns for Levis, Citibank, and Nike, among others.

It helped that the ads were incredibly easy to produce, requiring only the creative director on the campaign, a whiteboard and a brown marker. These ads were conceived as a refreshing change from typical shipping spots, which show trucks and package handlers and business people meeting deadlines.

Whose ads are we talking about?