Alyque Padamsee, 90, who was the popular ad filmmaker and theatre personality died in Mumbai on Saturday morning. He was popularly regarded as the Father of modern Indian advertising. He was awarded the Padma Shri in 2000.
He made his stage debut at the age of 7 in ‘Merchant of Venice’, a William Shakespeare play, directed by his brother Bobby Padamsee. He was known for his theatre productions such as ‘Evita’, ‘Jesus Christ Superstar’ and ‘Tuglaq’.
He founded one of the top leading advertising agencies in the country called Lintas. He worked as a Chief Executive of Lintas India for 14 years. He was also known for his role as Muhammad Ali Jinnah in Richard Attenborough’s Oscar-winning film ‘Gandhi’ released in 1982.
He created Lalitaji for Surf, Cherry Charlie for Cherry Blossom Shoe Polish, the MRF Muscle Man, the Liril girl in the waterfall, the Kamasutra couple, Hamara Bajaj, the TV detective Karamchand, the Fair & Handsome brand, among others.