MUMBAI: Since I had a couple of days to kill, I thought I'd meet up with a couple of creatives and see what was cooking.
But who? It wasn't that difficult. In the bland grey scene of advertising mediocrity, one and only one piece of advertising was screaming for attention: the Amul hoardings. I had to meet the man behind the iconic work - Sylvester da Cunha.
We hit if off instantly. As luck would have it, Sylvie was coming to Hyderabad and a week later, we were sitting in the hallowed bar of the Secunderabad Club, guzzling whisky, while a strong friendship was taking root. "Mo, I am starting my own agency next year. Why don't you come back and join me?"
Great guy. Doing great work. One year later, I was back home as creative director of da Cunha Associates.
Think about it. Just three hoardings in India's largest metro dominated the city's consciousness.
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