Advertising industry mourns loss of ad guru Alyque Padamsee

Adman, theatre man and storyteller Alyque Padamsee, who passed away on November 17, in Mumbai, was one of the few iconic stalwarts whose place in the industry will be difficult to fill.

Padamsee, 90, who ran Lintas for 14 years, from 1979 to 1993, is known for creating advertising characters such as Lalitaji for Surf, Cherry Charlie for Cherry Blossom Show Polish, the MRF Muscle Man, the Liril girl in the waterfall, the Kamasutra couple, Hamara Bajaj and TV detective Karamchand.

Other than being an advertising professional, Padamsee was best known for his role as Muhammad Ali Jinnah in the 1982 historical drama ‘Gandhi’.

He’s also been honoured with Padmashri in 2000 and was named the ‘Advertising man of the Century’ by The Advertising Club in Mumbai. Padamsee received the Sangeet Natak Akademi Tagore Ratna award in 2012.

Padamsee was one of the few admen of earlier times who adapted TV advertising like a pro. The ad guru may not be amid us anymore, but he will definitely be remembered for his phenomenal body of work.

Condolences poured in for the ad guru on social media, including the Prime Minister, President and the Vice-President along with film and advertising industry veterans.

Sorry to learn about the passing of Shri Alyque Padamsee, a very well known theatre personality. Known as ad man, he had made commendable contributions through his craft. My his soul rest in peace. pic.twitter.com/Aljm3qpDOc

— VicePresidentOfIndia (@VPSecretariat) November 17, 2018

Saddened by the demise of Alyque Padamsee.

A celebrated theatre artist and a phenomenal ad film maker, he marked his presence with his stellar campaigns that became benchmarks of advertising.

My condolences to his family.

— Rajyavardhan Rathore (@Ra_THORe) November 17, 2018

#AlyquePadamsee Really sad to hear about Alyque passing away. A man of many a talent,hewas gracious enough to always reach out when he liked anything I created. A true advertising legend who inspired us to believe that you are never too old to live life to the brim and then some.

— Prasoon Joshi (@prasoonjoshi_) November 17, 2018

Woke up to the saddest news of my guru and mentor #AlyquePadamsee is no more. He hired me and Chax personally in 1992 for #Lintas . This was my last picture with him few months ago. I share my grief with his family. May his Soul rest in peace. pic.twitter.com/C8G6nfX4PV

— K V Sridhar (@kvpops) November 17, 2018

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

— President of India (@rashtrapatibhvn) November 17, 2018

Saddened by the demise of Shri Alyque Padamsee. A wonderful communicator, his extensive work in 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

— PMO India (@PMOIndia) November 17, 2018

I can give you on of the many he told me. When i told him i had finished the rehearsal before a major Liril presentation, he said go back and rehearse. He said” Rehearse, Rehearse, Rehearse till it looks like you never Rehearsed”

— Ashish Bhasin (@ashishbhasin1) November 17, 2018

Sad to hear of #AlyquePadamsee's demise.

He was the face of Indian advertising & a celebrated theatre man the time I was at NID.

As someone who loved both,the only place I wanted to join after I graduated was Lintas.Did just that.

Thank u for the inspiration, Alyque. RIP. ????????

— Sonal Dabral (@agracadabra) November 17, 2018

RIP Alyque . Thank you for your pearls of wisdom during my formative years in advertising. Still remember the Voltas pitch when you made me rewrite the slides 4 times.

— Anil Nair (@Anilalive) November 17, 2018

RIP Alyque Padamsee.
The ad legend who gave us some of the iconic ad images of the 70s and 80s. Surf's Lalitaji and Liril's waterfall girl in the green bikini. pic.twitter.com/ZUP1GQbF65

— Lloyd Mathias (@LloydMathias) November 17, 2018

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