Ad veteran Alyque Padamsee passes away

He was 90, Padamsee was the man who created some of India's most iconic ads including Liril girl, Surf's Lalitaji and Hamara Bajaj

by exchange4media Staff
Published: Nov 17, 2018 10:36 AM | 1 min read

Ad veteran Alyque Padamsee has passed away. He was 90.

While details of his passing away are still unknown, few industry people tweeted this morning:

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

RIP Sir
??? pic.twitter.com/5aZ8EUVT69

— atul kasbekar (@atulkasbekar) 17 November 2018

I never worked with #AlyquePadamsee, but was fortunate to work with his protégé, Anand Halve, who Alyque called his *brainiest trainee*.
Andy, you can now raise a toast with your mentor. pic.twitter.com/zhAnsG6mej
— Ashok Lalla (@ashoklalla) 17 November 2018

Oh you maverick! Thank You for the most iconic advertisements of our times Rest in Peace #AlyquePadamsee ??
— Kubbra Sait (@kubrasait) 17 November 2018

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.