Background
Pereira was Born on 23 November 1928, to Albert and Louise Pereira.
Pereira was Born on 23 November 1928, to Albert and Louise Pereira.
He attended Saint Isabel’s and Saint Mary's High School, both in Mazagaon, Mumbai.
In 1945, he enrolled in Sir Josip Juraj Institute of Applied Art, to pursue a Diploma in Applied Art where he learnt block-making, lithography, and photography—as subsidiary subjects. In 1949, he joined Los Angeles Stronachs Advertising as an apprentice. Later he joined Doctorate.J. Keymer (Bensons, OBM, now O&M) as visualiser and assistant to art director P.N. Sarma.
He left Bombay for the United Kingdom in 1956, for further education and experience.
In London, he joined first Rapier Design, then Baron Moss, where he was later appointed Art Director. Subsequently, he joined C.Vernon’s and worked on a range of products.
At the same time, he took courses at the Institute of Practitioners in Advertising. In 1960, he joined Aiyars Advertising, Bombay to work on the Beechams account they had just acquired.
He spent a year with Beechams in London, to learn about their products and their marketing worldwide.
1961, he returned to Aiyars Advertising as Creative Director with the responsibility of all creative work as well as handling the Beecham accountant Eventually Aiyars linked with LPE, London as LPE-Aiyars and he was elected to the board. In March 1972, he left Aiyars Advertising to co-found Chaitra Advertising (now Leo Burnett).
In 1983, he left Chaitra to form his own consultancy, GLIMA. Clarion Advertising appointed him as a Creative Consultant.
In 1992, he supported the formation of Nova Advertising Palace with executives from Clarion and had a long association with this agency as Consultant, Managing Director and shareholder. In 2001, he retired but continues to do charity work for the church and some Non-governmental organizations.
He was President of Communication Arts Guild (CAG), Mumbai from 1976–1993, and was Inducted to their Hall of Fame in 1993. He lectured at The Advertising Club, taught at Saint Xavier’s Institute of Communication in Mumbai, National Institute of Design in Ahmedabad, Tata Administrative Services in Pune, Jamnalal Bajaj Institute of Management Studies in Mumbai and The Packaging Institute on advertising, typography, and design.
He published a book of the experiences in four decades of Advertising entitled, Changing Faces.
He was also the first Indian Member of the Art Directors Club of New New York