Doyen Of Advertising Alyque Padamsee Passes Away At 90

Noted theatre personality and advertising filmmaker Alyque Padamsee died in Mumbai on Saturday, The Hindu reported.

He was 90 and had been ailing for a while.

As the head of Lintas India, Padamsee played an instrumental role in building it into one of the top advertising agencies in the country.

Widely hailed as the ‘Brand Father of Indian advertising’, Padamsee was the inspiration behind several iconic Indian ad campaigns including Lalitaji for Surf, the Liril girl, Cherry Charlie for Cherry Blossom Shoe Polish, Hamara Bajaj, the MRF muscle man among many other memorable ads.

Padamsee also played the role of Muhammad Ali Jinnah in Richard Attenborough’s Oscar-winner Gandhi.

For his contributions to the creative field, he was bestowed with Padmashri in 2000 and was named ‘Advertising Man of the Century’ by The Advertising Club in Mumbai. He also received the Sangeet Natak Akademi Tagore Ratna in 2012.