Noted advertisement filmmaker and theatre personality, Alyque Padamsee passed away at the age of 90 at his Mumbai residence. Padamsee was known for his role as Muhammad Ali Jinnah in 1982 historical drama titled 'Gandhi'. As the head of Lintas India, he was given credit for building it into one of the top advertising agencies in India. Also known as the 'Brand father of Indian Advertising', he was the brainchild behind many iconic Indian advertisements, which includes alitaji for Surf, the Liril girl, Cherry Charlie for Cherry Blossom Shoe Polish and Hamara Bajaj
Due to his immense contributions to the creative field, Alyque Padamsee was honoured with Padmashri in 2000 and was titled 'Advertising Man of the Century' by the Advertising club of Mumbai. In 2012, he also received the Sangeet Natak Akademi Tagore Ratna.
Alyque Padamsee was born in 1928 into a traditional Khoja Muslim family from Gujarat. He was one of the eight children borne to his parents. In the creative field, he was known for his theatre productions such as 'Evita', 'Jesus Christ' 'Superstar' and 'Tuglaq'
After his sad demise, condolences poured in on Twitter: