08 January,2022 07:23 AM IST | Mumbai | Hemal Ashar
Gerson da Cunha at Kitab Khana, Flora Fountain on February 28, 2020. Pic/Atul Kamble
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."
Balsara recalled that he had worked with him closely on some projects, "including serving on Subhas Ghosal Foundation and ECO India. I admired his commitment, willingness to give freely of his time. In later years, he devoted his life to public causes, loved his city and wanted to do a lot for it. He did succeed with the NGO that he founded, AGNI. What a man and what a life. May his soul rest in peace."
Gerson will be remembered for the other âa' besides advertising or acting, it is activism. The convenor of the Action for Good Governance and Networking for India (AGNI) started a fire in minds and hearts that it is the voice of ordinary people that matters. "Not only voice, he really put the action into Action for Good Governance, Gerson was the real action man," said Nikhil Desai, AGNI F-North ward co-ordinator.
Desai said, "The great advantage AGNI had was that Gerson was such a well-known personality, the heft he carried. His suggestions were taken by top municipal officials, his opinion really mattered."
Desai added that one of the most enduring take away for activists from Gerson's life was, "he told and taught ordinary people that they need to question and then demand good governance from the authorities. Nobody is going to give you anything on a platter."
AGNI was different from a number of Non-Government Organisations (NGOs) as many worked in specific spaces like fighting noise pollution, or footpaths, while AGNI "tackled all those issues and Gerson also looked at the big picture. So, we had coordinators in all different wards, throughout the city," said Desai of the quintessential Mumbai man. Today (Saturday) in fact, Desai informed "AGNI was to have an online Zoom meeting. Gerson, always the inspirational, larger than life chair at the meet, will be conspicuous by his absence at our monthly meetings now," explained Desai.
Colaba lawyer Anita Shekhar-Castellino said, "Gerson Da Cunha was the unsung hero of Colaba. You see his influence and integrity through his work. The AGNI report card, rating our local leaders, with statistics to shore up that performance analysis, influenced the way people voted. That was how seminal that work was. I also think how remarkable it was that he took issues to their logical conclusion, it was not just taking up something and then leaving it in limbo," said the Colaba local, reminding one, "the theatre person, the adman, I think he had the Midas touch."
"Game for anything," is gallerist, art patron and philanthropist Pheroza Godrej summing up Gerson's spunky spirit. "I recall earlier in the pandemic; we had an online programme and he adapted marvellously to the technology even in his nineties. His value system was stellar, and the standout came of course with his complete dedication to democracy, giving voice to those who did not have a voice in the system."
When talking about the voice, "Gerson's da Cunha's booming voice was an electrifying stage presence which had us enthralled," said Mumbai's theatre's well-known Raell Padamsee, creative director ân' producer, Ace Productions. "Gerson started his career in theatre with my parents, he was an actor par excellence⦠the finest we ever had."
For a glimpse of Gerson, the person, turn to his nephew Rahul da Cunha who said, "The funny thing is that it is the first time I am ready to talk to everyone who has been calling me since Friday morning to extend their condolences over his passing. With every person I am talking to, it gives me perspective on this great man."
Rahul added, "A guy like him never dies. He was kickass; I mean, like really kickass. He had stopped moving around due to the pandemic but in pre-pandemic times he loved to socialise. He was a party animal, and would have been out every night! It has been a crazy week for me, personally; first with theatre guru Burjor Patel's demise, and now, my uncle. Two of these stalwarts from our city have died, back-to-back. Mumbai is poorer with their loss."
Inputs by Fiona Fernandez
