Death of a salesman: Ad guru Alyque Padamsee passes at 87

Alyque Padamsee, whose work stretched from the advertising world to theatre, films, and even social service, passed away on Saturday. He was 87 years old.

A stoic rationalist, his body will be cremated in Worli at 11 am on Sunday. His son, Quasar Thakore Padamsee, remembers him as a father who allowed him to find his own path just as freely as he advocated free speech. Admakers remember him as the man who always thought like the consumer, theatre buffs remember his contribution to the English stage for nearly six decades, and social activists pledge to take his work further.

Thespian Sabira Merchant, who has worked with Padamsee since 1964, says that she will not be doing any more Shakespeare plays. "His true love was Shakespeare; he would quote him at the drop of a hat. Myself, Gerson (Da Cunha) and Padamsee took Shakespeare to schools, clubs and any institutions that would have us," she says. In fact, the trio was working on an adaptation of Caesar before he passed away, with a woman as the protagonist. He directed and acted in A Streetcar Named Desire with Merchant in the 1980s, giving India one of its longest-running English plays. "I will miss the fact that I am not going to be on stage with him ever," she says.

One of India's original Mad Men, Padamsee's advertising laurels include the creation of the Liril Girl, MRF Muscle man and Lalitaji (Surf), indelibly etched into the memories of the Indian consumer.

Starting out with J Walter Thompson, he went on to work with Lintas for over 25 years, referring to himself as the Chief Stimulating Officer.

Former admaker and now Censor Board chief Prasoon Joshi says Padamsee always urged him to think like the consumer. "Though he had retired by the time I joined advertising, he remained an integral part of the industry in the 20 years I spent in the field," says Joshi, "He was always au courant and ready to learn from life. He would graciously reach out whenever he liked my work. He gave new metaphors to advertising." Joshi adds Padamsee's work married logic and creativity. "His were not just feel-good ads, they had a strategic and effective approach," he says.

This was also the blueprint for his work in public service films. "He would make you think with his action-oriented approach," Joshi says.

To Quasar, one of his three children (the others being Raell and Shahzahn), was a friend. "We were movie buddies," he says. "I use to spend time with him watching and discussing them. Our favourite was Casablanca and we'd talk about Humphrey Bogart. He never forced me to do anything, there was no pressure. That is why I could find my own path to theatre."

Quasar says his father's work has been always progressive, be it films on dowry death or plays on current issues. He had even willed for his organs to be donated, in keeping with his philosophy to give back to society.

Social activist Anjali Damania has now decided to take forward his work harder for the Union of Tax Payers, in whose formation Padamsee played a pivotal role. "His belief was that since we pay for the infrastructure, we must hold the government accountable for it," she says. "The organization's work wasn't getting the attention it deserved for the past three months, but we are going to renew work with greater vigour."

EXIT THE KING

• Alyque Padamsee worked with advertising giant Lintas for over 25 years, referring to himself as the Chief Stimulating Officer
   
• Was a producer, director and actor in theatre for close to 60 years. His Jesus Christ Superstar was one of the first musicals seen on Indian stage