Famous ad filmmaker and theatre personality Alyque Padamsee passed away in Mumbai on Saturday. He was 90. Padamsee, who was known as the “Brand Father of Indian advertising”, founded Lintas, one of the most famed advertising agencies in India.

Padamsee has built over 100 brands throughout in his career, and created popular mascots for several of them — Lalitaji for Surf, Cherry Charlie for Cherry Blossom Shoe Polish, the MRF Muscle Man, the Liril girl in the waterfall, the Kamasutra couple etc. He had been voted for the Oscars of the Advertising World,  International Clio Hall of Fame, was the author of the best selling book for advertising, titled A Double Life.

Other than the ad world, Padamsee made noteworthy contributions to the entertainment industry too. He is well known for his acclaimed role in Richard Attenborough’s Gandhi, as Muhammed Ali Jinnah. Padamsee made his stage debut at the age of 7 and produced plays such as Evita, Jesus Christ Superstar, Tuglaq.

“Life should be full of joy, and I’m a great believer in the saying every cloud has a silver lining’. Even if you’re down in the dumps, and a tragedy or a big problem arises, the sun is waiting to peek out,” Alyque Padamsee had said in an interview in 2016.

Some prominent personalities poured in condolences for the ad guru on Twitter:

Saddened by the demise of Shri Alyque Padamsee. A wonderful communicator, his extensive work in world of advertising will always be remembered. His contribution to theatre was also noteworthy. My thoughts are with his family and friends in this sad hour: PM @narendramodi

— PMO India (@PMOIndia) November 17, 2018

Sorry to hear of the passing of Alyque Padamsee, creative guru, theatre personality and doyen of our ad industry. My condolences to his family, friends and colleagues #PresidentKovind

— President of India (@rashtrapatibhvn) November 17, 2018

Saddened by the demise of Padmashree Mr. Alyque Padamsee, a renowned theatre personality, actor and Indian ad guru. My condolences to his family and friends in this hour of grief.

— Suresh Prabhu (@sureshpprabhu) November 17, 2018

Saddened to hear of the passing of Ad Guru and Theatre doyen #AlyquePadamsee.
He gave me my first break in Theatre, like countless before and after me.
Maverick, Unique, Uncompromising.
There will never be another….#RIP Alyque.

— Boman Irani (@bomanirani) November 17, 2018

Very sad to hear about #AlyquePadamsee I had the privilege of choreographing one of his plays. Admired him for his honesty, talent & intelligence. You will always be loved & missed, RIP Alyque

— Arshad Warsi (@ArshadWarsi) November 17, 2018

Alyque Padamsee was born in 1928 into Khoja Muslim family in Gujarat. He disclaimed his religion at the age of 18. Padamsee is survived by his four children. He had married thrice but all his marriages ended in a divorce. His first wife Pearl Padamsee, who was an actor too, died in 2000. After divorce with Pearl, Padamsee had married Dolly Thakore, newscaster and casting director. He had married a third time, to singer Sharon Prabhakar, but they separated later.