AMN / Mumbai
-Famed for Liril Girl and Hamara Bajaj Ad Guru Alyque Padamsee passed away today in Mumbai. He was 90.
-Padamsee was also leading theatre personality, known for his productions Evita, Jesus Christ Superstar and Tuglaq.
– Padamsee is also known for playing Muhammad Ali Jinnah in the film Gandhi.
-President, V P, PM condole the death of Alyque Padamsee
Padamsee was reportedly in bad health and had been ailing for quite some time. Padamsee was a leading theatre personality too, known for his productions Evita, Jesus Christ Superstar and Tuglaq. He played the role of Muhammad Ali Jinnah in Richard Attenborough’s Oscar-winning movie Gandhi. He was given the Padmashri award in 2000.
“The greatest ads are the ones that create the greatest sales. A good ad man is a good salesman. I am a great believer of research in the early stages. After that you have to rely on the creative teams in the agency to do the right things, ” he told Business Standard in an interview in 2013.
Padamsee, along with Lintas executive Neena Merchant, created the Liril Girl for Hindustan Lever’s soap brand. “The beauty of the Liril Girl was that she appealed to the senses. People enjoyed seeing her, which is why she stood out,” he said about the advertisement, which was conceived in 1974.
“In other words she wanted to escape. And her shower in the bathroom was symbolic of this, where she suspended her struggles as a housewife for some time and simply enjoyed her bath,” he was quoted in a Business Standard in October 2014.
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 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
For his contributions to the creative field, he was honored with Padmashri in 2000 and was named Advertising Man of the Century by The Advertising Club in Mumbai.
President Ram Nath Kovind has expressed deep condolences over the demise of noted ad guru Alyque Padamsee. In a tweet message, Mr President expressed his condolences to his family, friends and colleagues.
In a tweet, Prime Minister Narendra Modi also expressed condolences over the demise of Alyque Padamsee. He described Padamsee as a wonderful communicator and said that his extensive work in world of advertising will always be remembered. The Prime Minister added that his contribution to theatre was also noteworthy.