Alyque Padamsee dies at 90, advertising loses its top brand, pioneer

Padamsee is the first person from the creative side to go on to head one of the country's largest advertising agencies

Advertising doyen and leading theatre personality Alyque Padamsee died in Mumbai on Saturday at the age of 90. Known as the ‘Brand Father of Indian Advertising’, the former head of Lintas in India was the brain behind many iconic advertising campaigns. While the Liril girl in the waterfall is among his most famous works, he was also the man behind Cherry Charlie – the mascot for Cherry Blossom shoe polish, and Bajaj Auto’s Hamara Bajaj. He also created the Lalitaji character for Surf and the Kamasutra couple. 

Those who have worked with him say Padamsee will be remembered for bringing