Ad guru Alyque Padamsee dies at 90 | Gave India Lalitaji of Surf fame, many Liril girls, Hamara Bajaj

The Hush Post| 12:31pm| 1-min-read 
Noted ad guru and theatre personality Alyque Padamsee died in Mumbai today. He was 90.
Padamsee was the brain behind several iconic Indian ad campaigns including Lalitaji for Surf, the Liril girl, Cherry Blossom Shoe Polish, Hamara Bajaj, the MRF muscle man among many other memorable ads. Advertising agency Lintas India reached its epoch under his stewardship.
He was honoured with Padmashri award in 2000. He also received the Sangeet Natak Akademi Tagore Ratna in 2012.
Padamsee was also best known for his role as Muhammad Ali Jinnah in the 1982 historical drama “Gandhi”.
He made his stage debut at the age of 7 in Merchant of Venice, a William Shakespeare play, directed by his brother Bobby Padamsee.
“I was 19 when I fell in love with Pearl, my first wife,” he had said in an interview. “Pearl had two daughters from her previous marriage. But I defied my parents, and that’s how I ended up getting into advertising. My first job was as a copywriter, for Rs 300 a month,” he had said.
“I’m very happy to be alive, and when I have to go, which will be in some time, I tell my friends don’t grieve,” Padamsee had added.

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