Page 66 - Seniors Today June2020
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Once Upon A Time | Advertising
For a few
dollops more
An Indian brand whose mascot
was a very Western cowboy, Dipy’s
captured young imaginations.
Prabhakar Mundkur looks back
It’s November 1977 and I meet Dipy the Kid. Lakme, Herbertsons, Sandoz and many
Life was getting difficult. My pocket others – what the ad industry has always
money was Rs 120 per month. Actually, called “blue chip” clients. I distinctly reading
quite enough for a young lad to live by in those words in the ad. Unfortunately, they
November 1977, but not if you have to spend were asking for five years’ experience for
on cigarettes and the occasional drink. I an Account Executive. Since then of course
was getting tired of living off my parents. the advertising industry has become very
Those days, when you wanted a job you lenient with their titles. Today five years’
took recourse to The Times of India’s job experience would qualify you to be some
columns which were quite a few pages those kind of Vice President. And an Account
days. The size of the ad gave a rough idea Executive with five years’ experience would
of how big or important the company was. definitely be called… Failure. The guy who
I responded to a DCM ad, but the job was hasn’t made it.
located in Kota, not very attractive for a boy Anyway, I decided to be cheeky and applied
used to living in Mumbai. Then there was to the ad. I said the only difference was that
the National Productivity Council (wonder daCunha was looking for the five years
if it still exists) and the job was in Delhi, backwards and I was looking for it forwards.
which was better than Kota, but the thought “So Mr daCunha would you please consider
of leaving Mumbai was making me weak- me for the job because I am looking for
kneed. 5 years’ experience too.” The cheekiness
And then as providence would have it, there seemed to work with Sylvester daCunha, the
was an ad from daCunha Associates, which Managing Director of daCunha Associates. I
boasted of great accounts like Amul Butter, was called for an interview, which I suppose
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