Alyque Padamsee's picture posted by Atul Kasbekar
Alyque Padamsee's picture posted by Atul Kasbekar

Noted Ad guru and theatre personality Alyque Padamsee passes away at the age of 90 in Mumbai today. He was known for his role of Muhammad Ali Jinnah, 1982 historical drama ‘Gandhi’, Alyque worked in several plays as well. As the head of Lintas India, he was credited for building it into one of the top advertising agencies in the country.

Popularly called the ‘Brand Father of Indian advertising’, the late Mr Padamsee was the brain 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 others. He received Padmashri in 2000 and was named “Advertising Man of the Century” by The Advertising Club in Mumbai.

He is survived by three former wives and four children besides other relatives. A renowned personality in English theatre productions, he produced notable plays like “Evita”, “Jesus Christ Superstar” and “Broken Images”. Alyque, born to wealthy Khoja Muslim couple Jafferbhai and Kulsumbai Padamsee of Gujarat, one of his brothers is the famous modern Indian art painter Akbar Padamsee.

Many renowned personalities from the country have expressed their condolences over his demise.

(With IANS Inputs)

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