Alyque Padamsee Dies at 90: From Bajaj to Kamasutra, Top Ads by the Advertising Guru

Team Latestly

Alyque Padamsee, known as the Father of Indian Advertising passed away on November 17 at the age of 90 from age-related ailments. The ad guru is known for popular ad campaigns like Surf Excels' Lalitaji, Liril Girl, Humara Bajaj and the first bold condom ad featuring Pooja Bhatt. His demise has left a void in the advertising space, and people across the industry are mourning his loss. Alyque Padamsee, Veteran Ad Filmmaker and Theater Artist, Dies in Mumbai at 90.

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Padamsee may not be among us today, but he has left behind his rich work to guide the young advertising generation. Padamsee's work included creating the character called Lalitaji for Surf Excel. The brand introduced Lalitaji to talk about Surf Excel, which was expensive in comparison to other products in the market, but she still made the homemakers believe that they should still purchase it. Kamasutra ad featuring Pooja Bhatt was the first ad in the condom category, which talked about a woman's pleasure. The ad initiated conversation and is still considered one of the boldest ads of that time. The Liril girl wearing a green bikini, diving, jumping under the waterfall helped to create a strong recall for the brand.

Here are 5 Iconic Ads from the Legend:

Surf Excel Lalitaji

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Hamara Bajaj



Cherry Blossom

Padamsee is best known in India, as well as the West, for his role of Muhammad Ali Jinnah in the iconic movie - Gandhi (1982). In 2000, he was accorded with the Padmashree awards to honour his contributions and achievement in the realm of theatre and production.