Ad industry veteran Gerson da Cunha dies aged 92


Advertising industry veteran Gerson da Cunha, a multifaceted personality passionate about civic activism in recent years, died here on Friday after a brief illness, a former colleague said.

Da Cunha (92), who has worn many hats as an advertiser, film and theater actor, social worker and author, started his career as a journalist working for the Press Trust of India after graduating in science.

He then moved into advertising and was also associated with a host of platforms engaged in civic activism, including the NGO AGNI (Action for Good Governance and Networking in India).

Mumbai First, a public-private partnership which had him as a board member, said it was deeply saddened by Da Cunha’s passing. Senior reporter Rajdeep Sardesai recalled that Da Cunha had helped distressed Mumbaikars affected by the 1992-93 communal riots.

During a 25-year stint in the advertising industry, Da Cunha then led Lintas, one of the most formidable names in the advertising industry at the time, and moved into the industry social, which has seen him work with Unicef ​​on global sites.

The work at Unicef ​​had led him to be honored by the Brazilian government with an “Order of Rio Branco” medal for his services to the Latin American country in 2018.

Throughout his illustrious career, Da Cunha has remained true to his first love of acting and writing, performing in plays and films and prolifically publishing books and articles.

He has acted in plays and films such as Electric Moon (1992), Cotton Mary (1999), Asoka (2001) and Water (2005), among others.

Tributes poured in from various quarters for the legendary adman.

Suddenly our Mumbai has become a few degrees less sophisticated, less dignified and less chic with the disappearance of #Gerson Dacunha, tweeted lyricist Javed Akhtar.

In my childhood, I saw him on stage in many plays: his Othello was unforgettable. Until the end, his presence, his voice and his aura remained formidable. RIP, Congress Leader Shashi Tharoor tweeted.

One of the true titans of Indian advertising; a great lover of the theater and above all the embodiment of grace and refinement. Travel well Gerson Da Cunha and break your leg on the other side, columnist Suhel Seth tweeted.

Author and columnist Shobaa De also bid farewell to her friend. Goodbye dear, dear friend. A great comedian and an even greater human being is no more. RIP Gerson da Cunha. Above all, a humanitarian with a big heart…, she tweeted.

(Only the title and image of this report may have been edited by Business Standard staff; the rest of the content is auto-generated from a syndicated feed.)

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