God meets God: Alyque Padamsee passes away

From the iconic imagery of the waterfall campaigns for Liril to the legendary Lalitaji in the advertising of Surf, to dabbling into theatre with The Merchant of Venice at the age of seven or The Taming of the Shrew, Alyque Padamsee, the ad legend who created over 70 plays and hundreds of iconic ad campaigns, passed away earlier today at the ripe age of 90.

When Padamsee called the shots in advertising at Lintas, from the 13th floor of Express Towers in Mumbai, he went on to acquire the legendary tag as the 'God' of the advertising business, a feat that is unparalleled till date.

Campaign India will pay tribute to the legend through columns written by veterans from the profession. Watch this space.