Alyque Padamsee, a popular ad filmmaker and theatre personality passes away at 90

Alyque Padamsee, a popular ad filmmaker and theatre personality passed away in Mumbai on Saturday morning at the age of 90. According to the sources, Padamsee was in bad health and had been ailing for quite some time.

He made his stage debut at the age of 7 in Merchant of Venice, a William Shakespeare play, directed by his brother Bobby Padamsee. A veteran in the theatre and advertising world, Padamsee was also known as the brains behind several iconic Indian ad campaigns including Lalitaji for Surf, the Liril girl under the waterfall, Hamara Bajaj and the MRF muscle man.

In the world of theatre, Padamsee was known for his theatre productions such as Evita, Jesus Christ Superstar and Tuglaq. Padamsee also played the role of Muhammad Ali Jinnah in Richard Attenborough’s Oscar winner Gandhi.

Padamsee served as Chief Executive of Lintas India for 14 years and made the company one of the top leading agencies in the country. Later, he became the Regional Co-ordinator of Lintas South Asia. He was fondly called the ‘Brand Father of Indian advertising’ and is said to have built over 100 brands. He also authored a best-selling book ‘A Double Life’.

Alyque Padamsee’s close friends and colleagues tweeted their condolences.

“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

RIP Sir
??? pic.twitter.com/5aZ8EUVT69

— 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

Another legend becomes star dust. RIP Alyque padamsee.

— Nilakshi Sengupta (@Nilakshi) November 17, 2018

I never worked with #AlyquePadamsee, but was fortunate to work with his protégé, Anand Halve, who Alyque called his *brainiest trainee*.
Andy, you can now raise a toast with your mentor. pic.twitter.com/zhAnsG6mej

— Ashok Lalla (@ashoklalla) November 17, 2018

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