India rose to the news this morning that Award-winning ad-guru, communication advisor and theatre personality Alyque Padamsee had passed away in Mumbai. He was 90.

In his prolific advertising career, Padamsee served as Chief Executive of advertising firm Lintas in India and built over 100 brands. He is also credited for creating a series of unforgettable characters, including the highly successful Lalitaji for Surf, Cherry Charlie for Cherry Blossom Shoe Polish, MRF Muscle Man, Liril Girl, Hamara Bajaj, among others.

For his immeasurable contribution to the Indian advertising industry, Indian Government honoured him with Padmashri in 2000. The Advertising Club in Mumbai named him ‘Advertising Man of the Century’.

Besides an illustrations career in advertising, Alyque Padamsee was also known for his role as Muhammad Ali Jinnah in Richard Attenborough’s award-winning historical drama Gandhi (1982).

As soon as the news of his sad demise spread, condolences started pouring in from various corners.

“Saddened by the demise of Shri Alyque Padamsee. A wonderful communicator, his extensive work in the 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,” a tweet from PMO India read.

President of India, Ram Nath Kovind, also expressed his grief over the death of the celebrated adman. “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,” he tweeted.

RELATED ARTICLES