Remembering Alyque Padamsee, The Doyen Of Modern Indian Advertising

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

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.

 

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