Alyque Padamsee, noted theatre personality and ad guru, dies at 90

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Noted theatre personality and ad guru Alyque Padamsee passed away at the age of 90 in Mumbai on Saturday morning. He was reportedly suffering from poor health for some time. 

Padamsee was best known for essaying Muhammad Ali Jinnah in the film 'Gandhi' (1982). Besides being involved in Indian theatre as an actor and producer, Padamsee was an advertising professional and once headed the advertising company Lintas Bombay. 

Padamsee was widely regarded as the Father of modern Indian advertising. He was the man behind who gave us iconic ads like Liril with the girl in the waterfall, Hamara Bajaj, the Kamasutra couple and among other memorable commercials.

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."

In the meantime, condolences started pouring in on the social media as soon as the news of his demise surfaced. 

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: PM @narendramodi

— PMO India (@PMOIndia) November 17, 2018

Sorry to hear of the passing of Alyque Padamsee, creative guru, theatre personality and doyen of our ad industry. My condolences to his family, friends and colleagues #PresidentKovind

— President of India (@rashtrapatibhvn) November 17, 2018

Saddened to hear of the passing of Ad Guru and Theatre doyen #AlyquePadamsee.
He gave me my first break in Theatre, like countless before and after me.
Maverick, Unique, Uncompromising.
There will never be another....#RIP Alyque.

— Boman Irani (@bomanirani) November 17, 2018

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) November 17, 2018

Deepest condolences and prayers for the family and loved ones of #AlyquePadamsee sir...a true pioneer. May he rest in peace.

— Nimrat Kaur (@NimratOfficial) November 17, 2018

I never worked with #AlyquePadamsee, but was fortunate to work with his protege, 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) November 17, 2018

RIP Alyque Padamsee _ He was India's pioneer in advertising and one of the most eminent theatre personalities ! May his soul rest in peace,God Bless :(#RIPAlyquePadmsee pic.twitter.com/JCjD0dJPiB

— Anees Bazmee (@BazmeeAnees) November 17, 2018

Alyque married thrice - theatre personality and stage artist Pearl Padamsee, newscaster and casting director Dolly Thakore and singer and theatre personality Sharon Prabhakar. Notably, all the three women were connected with the performing arts, specifically with theatre and television. With Pearl, he has a daughter Reall and son Rahul, with Dolly he has a son Quasar and with Sharon, he has a daughter Shazahn Padamsee. Shazahn has acted in films like 'Dil Toh Baccha Hai Ji', 'Housefull 2' and 'Rocket Singh: Salesman Of The Year' among others.