Alyque Padamsee, Father of the Modern Indian Advertising, dies at 90, tributes pour in for the ad guru


Veteran ad guru and theatre personality Alyque Padamsee breathed his last today in Mumbai. He was 90-years-old. Alyque was best known for his role as Muhammad Ali Jinnah in the iconic film Gandhi that was released in 1982. He was the head of the advertising firm Lintas India and was credited for building it as one of the best and most reputed advertising agencies of today.

Alyque was widely known as the Father of the Modern Indian Advertising and gave us such iconic ads such as Liril with the girl in the waterfall, Hamara Bajaj, the Kamasutra couple, Lalitaji for Surf, Cherry Charlie for Cherry Blossom Shoe Polish, the MRF muscle and many more. He made his stage debut at the young age of 7 in Merchant of Venice which was directed by his brother Bobby Padamsee.

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[caption id="attachment_167744" align="aligncenter" width="920"] Alyque Padamsee[/caption]

His first play as director was The Taming of the Shrew. Many eminent Bollywood personalities took to Twitter to pay their tributes to the man. Atul Kasbekar, Nimrat Kaur, Kunal Vijayakar, Roshan Abbas, Anees Bazmee, Derek O'Brien paid homage to the ad guru. Check out their tweets below.

Alyque received a Padma Shri in 2000 and was named “Advertising Man of the Century” by the Advertising Club in Mumbai. Alyque had pledged to donate all his organs after death. His cremation will happen tomorrow at Mumbai’s Worli cemetery after the organ donation is completed today.