Gerson da Cunha, 92, an adman, theatre artiste, activist and so much more, passed away on Friday. The many roles he played have shaped the various spheres he worked in, but most of all, he gave to ordinary Mumbaikars the courage and belief that they counted and could change their city. 

Sam Balsara, chairman Madison World, said, “Gerson da Cunha was the quintessential advertising man, full of ideas, versatile, witty and with a wonderful command of the written and spoken English language. He was leader of Lintas for many years and original builder of many brands, notably many Lever Brands. Like most advertising greats of the time, he did not restrict himself to advertising, but also made a mark as a theatre personality.”