Noted ad guru and theatre personality Alyque Padamsee passed away in Mumbai on Saturday after prolonged illness. The doyen of modern Indian advertising, he was the brains behind several legendary Indian ad campaigns including ‘Lalitaji’ for Surf, the Liril girl, Hamara Bajaj and the MRF muscle man among many others. As the head of Lintas India, he was credited for building it into one of the top advertising agencies in the country.
In the early 90s, Padamsee created quite a stir with his Kamasutra ad campaign which helped in changing the country’s perception about sex and taboos related to condoms. A formidable figure in the theatre fraternity, Padamsee was distinguished both as actor and director with over 70 productions to his credit. He is best remembered for his role of Muhammad Ali Jinnah in Richard Attenborough’s Oscar winning, Gandhi
‘Story of Hope’, Padamsee’s short film on disabled children was voted into the International Clio Hall of Fame, also known as the Oscars of advertising.
He was awarded the Sangeet Natak Akedemi award in 1986 and conferred with the Padma Shri in 2000. Tributes poured in from all corners as soon as the news of his demise came in.
Saddened by the demise of Shri Alyque Padamsee. A wonderful communicator, his extensive work in world of advertising will always be remembered. His contribution to theatre was also noteworthy. My thoughts are with his family and friends in this sad hour: PM @narendramodi
— PMO India (@PMOIndia) November 17, 2018
Sorry to hear of the passing of Alyque Padamsee, creative guru, theatre personality and doyen of our ad industry. My condolences to his family, friends and colleagues #PresidentKovind
— President of India (@rashtrapatibhvn) November 17, 2018
“He was a man, take him for all in all, I shall not look upon his like again.”
Hamlet, Act 1 scene 2. We will all miss you @alyquepadamsee RIP ALYQUE !! condolences @RaellsACE @shazahnpadamsee Q, Ranjit. pic.twitter.com/MAXf1GPb1y
— KUNAL VIJAYAKAR (@kunalvijayakar) November 17, 2018
Saddened to hear of the passing of advertising doyen #AlyquePadamsee
When he was head of Lintas he’d given me some of my early breaks in advertising photography
Ever grateful for the break and opportunity
— atul kasbekar (@atulkasbekar) November 17, 2018
Deepest condolences and prayers for the family and loved ones of #AlyquePadamsee sir…a true pioneer. May he rest in peace.
— Nimrat Kaur (@NimratOfficial) November 17, 2018
— Lalit (@justlalit) November 17, 2018