The doyen of Indian advertising and theatre personality Alyque Padamsee passed away this morning in Mumbai at the age of 90. He was well-known for iconic campaigns like Surf's Lalitaji, the MRF muscle man, the Liril girl and Hamara Bajaj among many others.
To talk more about this Shibani Gharat is joined by Piyush Pandey, Exec Chmn & Chief Creative Officer of Ogilvy South Asia, Sam Balsara, Chairman & MD of Madison World. Both of them have worked with Alyque Padamsee in the past.
Also Shibani Gharat had a conversation with R Balki, Indian filmmaker on theatre personality Alyque Padamsee.
Speaking about his first meeting with Alyque Padamsee, Piyush Pandey said, “It is a very sad day for the industry. The industry has lost an iconic figure who actually led from the front in making the industry exciting. He was a flamboyant who was not scared of things. I first met him in 80’s at the Unilever office because both the agencies were working there and then we got to know each other and actually he offered me a job once which never worked out. I must say that he had that kind of a stretcher to be able to appreciate another agencies work very openly. He never hesitated so say good things and he wanted to hear good things which we always said to him. ”
Talking about Alyque Padamsee and his legacy, Sam Balsara said, “Unique thing that he contributed to Indian advertising is that he brought showmanship to Indian advertising. Because of the fact that he was a theatre personality and I think his training and upbringing in theatre helped him make a better advertising man and that also tremendously helped him in his conceptualisation and presentation skills in advertising. Some of this most memorable work if I recall I think I would recall the Liril advertising or the girl in the waterfall. The Pooja Bedi’s Kamasutra advertising. I think him also despite being a creative person, he also had a good business sense and possibly in India he was one of the first creative people to head an agency that started a trend.”
Talking about Alyque Padamsee, R Balki said, “I joined Lintas India after Alyque had left. I really didn’t work with Alyque but I had met him quite a few times after that.”
He further added, “Legacy was not just in the office it was all across the industry. He was a man who had created a very distinct culture and there was a kind of pride about being at Lintas at that point of time. He had really awesome personality and he was all for the work. There was a lot of buzz about the work apparently when Alyque was there.”