Prominent personalities from the advertising world condoled the death of veteran adman and theatre personality Alyque Padamsee and recalled his immense contribution to the creative field.
Padamsee (90), who was the brain behind several iconic advertisement campaigns, died in Mumbai Saturday following an illness.
Padamsee was the former chief executive of advertising firm Lintas in India and helped it become one of the top creative agencies in the country. He later became the regional coordinator for Lintas in South Asia.
Ad world veteran Sam Balsara said Padamsee's theatre background helped him in his ads as he could understand the pulse of the people.
"He was an advertising person. The fact that he was also an extraordinary theatre man, considerably helped him in becoming an advertising man because he got showmanship to advertising," said Balsara, founder, Chairman and Managing Director of Madison World and Madison Communications.
Balsara had known Padamsee as a senior colleague in the industry.
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"Also he had a good pulse on people and what they were looking for. His campaigns like Liril the girl under the waterfall or the Kama sutra campaign with Pooja Bedi, offered the consumers what they were looking for or missing in their life and that made the advertisements that he created very successful," he told PTI.
Amer Jaleel, Chief Creative Officer and Chairman, Mullen Lowe Lintas Group, said Padamsee, Lintas and Indian advertising are still spoken in the same breath.
"Alyque contributed the two most important movements in Indian Advertising - during his time Indian marketing discovered insight-based marketing and a technique to brand building - he stood tall guiding and representing both these.
"And secondly, I think it is during his time that advertising discovered its true Indian heart. I think he was never truly acknowledged for this," Jaleel said.
"I'll always remember a Lintas self-ad during Alyques time - it showed a dark image of Express Towers (in South Mumbai) with two windows lit on our 13th and 14th floors to symbolise the then logo, the colon mark. It said everything that we stood for then and what we forever will, and its all thanks to Alyque," he said.