Veteran Ad Guru and the brain behind country’s many a sports marketing campaigns Alyque Padamsee has passed away. He was 90. The news was shared on twitter by people from advertisement and marketing fraternity.
Padamsee helped build Lintas in India making it one of the top creative advertising agencies in the country. He was the CEO of Lintas India and went on to become the Regional Coordinator for Lintas in South Asia.
Padamsee was also the man behind some of India’s most memorable ads. 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, and Hamara Bajaj among many others.
He was also known for theatre productions like Jesus Christ Superstar, Tughlaq and Evita. He began his career in theatre at the age of seven with The Merchant of Venice and made his debut in the English theatre scene in Mumbai with Taming of the Shrew.
Padamsee was also a noted theatre personality and acted in some movies.
He was awarded the Padma Shri in 2000 for his contribution to the arts, as well as the Sangeet Natak Akademi Award and Tagore Ratna award. Filmmaker Shyam Benegal, who once worked for Lintas, said of Padamsee, “This is one of the most extraordinary people in the country we are talking about.”