Alyque Padamsee: The God who changed the face of Indian advertising

He wouldn't stand down if he was sure of the quality of his product, He'd either convince the client, or redo the entire thing. Compromise was not his style

Alyque Padamsee, often hailed as the ‘Brand father of Indian Advertising’, and founder of Lintas India who passed away at the age of 90, donned many hats in his lifetime – that of an ad guru, a theatre actor and producer, and author. Those who have worked with him or under him, however remember him bringing guts, glory and intuition to Indian advertising.

Padamsee was the man behind many iconic advertising campaigns in the country. While the Liril girl in the waterfall is among his most referenced work, he was also the man behind Cherry Charlie -– the mascot for