Prime Minister Narendra Modi on Saturday condoled the death of veteran advertising guru and actor, Alyque Padamsee, who died in Mumbai at the age of 90.
Modi tweeted, “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.”
Regarded as a veteran in the world of Indian advertising, some of Padamsee’s iconic ad campaigns include Liril, “hamara Bajaj”, Surf’s ‘Lalita ji’ campaign to take on Nirma.
Here’s the link to his Surf’s Lalita ji campaign:
The Hamara Bajaj ad campaign is still regarded as one of the most iconic ads. Buland Bharat Ki Buland Tasweer became a buzz phrase among TV viewers even in an area when there was no social media or paid promotions.
His other iconic ad campaigns included Cherry Charlie for Cherry Blossom Shoe Polish, MRF Muscle Man and Kamasutra couple.
On the Cherry Blossom Shoe Polish ad, he had said, “Humour has no language.”
On his Kamasutra ad featuring Pooja Bedi, Padamsee once said that this ad was coneptualised in an era when the word condom still was regarded as a taboo subject in Indian society. He later said that the ad catapulted Pooja Bedi to an instant stardom.
Another notable ad campaign of Padamsee was the depiction of a model promoting Liril soap while dancing underneath a waterfall. This indeed made Preity Zinta a household face.
Padamsee was born in 1928 into a traditional but wealthy Khoja Muslim family of Jafferbhai and Kulsumbai Padamsee of Gujarat. He hailed from the Kutch region of Gujarat and famously played the character of Muhammad Ali Jinnah in the Oscar-winning film Gandhi.
As a renowned theatre personality, he also acted in plays like Evita, Jesus Christ Superstar and Tuglaq.
Here’s how social media users paid their tribute to him:
Saddened to hear of the passing of advertising doyen #AlyquePadamsee
When he was head of Lintas he’d given me some of my early breaks in advertising photography
Ever grateful for the break and opportunity
— atul kasbekar (@atulkasbekar) November 17, 2018
Even in death, he has left us awe-stricken. #AlyquePadamsee pledged to donate all his organs after death. His cremation to happen tomorrow at Mumbai’s Worli cemetery after the organ donation is completed today. Rest in peace, Sir. pic.twitter.com/Nl0IDVgxX7
— Poulomi Saha (@PoulomiMSaha) 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
Just heard that #AlyquePadamsee passed away. Such an important part of this city’s cutural history…From the advertising world to theater. Still remember his ‘Jinnah’ in the film Gandhi! Superbly played
— Ashwin Mushran (@ashwinmushran) November 17, 2018
Terrible news coming in this morning. Brigadier Kuldip Singh Chandpuri, MVC, hero of the Battle of Longewala, has left this mortal world. @iamsunnydeol had portrayed him in Border. And ad guru and actor #AlyquePadamsee has left us too. He played Jinnah in Attenborough’s Gandhi. pic.twitter.com/ywmDmNfFgw
— Manimugdha Sharma (@quizzicalguy) November 17, 2018
An advertising genius, a master theatre director and a vociferous social activist who inspired people to fight for justice, and with whom I was fortunate enough to work under and be a friend passed away leaving behind a legacy.
— Jaaved Jaaferi (@jaavedjaaferi) November 17, 2018