Veteran Ad filmmaker and theatre personality Alyque Padamsee died in Mumbai from complications due to old age on Saturday. He was 90-years-old. He was also known for his role as Muhammad Ali Jinnah in Richard Attenborough’s Oscar-winning film ‘Gandhi’ released in 1982. Also Read - Alyque Padamsee Passes Away at 90: Celebrities’ Condolences Pour in on Twitter, Check Messages

Regarded as the Father of modern Indian advertising, Padamsee once founded Lintas, one of the top leading advertising agencies in India. He served as Chief Executive of Lintas India for 14 years. He created highly successful ad campaigns such as  ‘sabki pasand nirma’, Lalitaji for Surf, Cherry Charlie for Cherry Blossom Shoe Polish, the MRF Muscle Man, the Liril girl in the waterfall, the Kamasutra couple, Hamara Bajaj, the TV detective Karamchand, the Fair & Handsome brand, among others. Also Read - Shazahn Padamsee singing on stage with her mom!

Alyque Padamsee received Padmashri in 2000 and was named “Advertising Man of the Century” by The Advertising Club in Mumbai. Twitterati and celebrities pour in condolences for the famous ad guru.

Take a look:

Rest in Peace Alyque Padamsee Sir!