Veteran ad filmmaker and Padma Shri Alyque Padamsee passed away on Saturday morning in Mumbai at the age of 90. He had complications due to old age. Padamsee built one of the top advertising agencies in the country – Lintas, where he served as Chief Executive for 14 years. Also Read - Ad Filmmaker And Actor Alyque Padamsee, Who Plays Muhammad Ali Jinnah in Gandhi Dies at 90

He was the brain behind several iconic advertisement campaigns such as washing powder 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!

Apart from advertising, Alyque Padamsee was a renowned theatre artist. He portrayed Muhammad Ali Jinnah in Richard Attenborough’s Oscar-winning film Gandhi.

Named as the Advertising Man of the Century, Padamsee received Padma Shri in 2000.

As soon as the news of demise came out, Twitter got flooded with condolence messages. Starting from President of India Ram Kovind to Bollywood star Nimrat Kaur, everyone took to their Twitter account to extend condolences.

Take a look at the messages:

Talking about Personal life, Padamsee’s first wife was Pearl Padamsee, they had two children, a daughter, Raell Padamsee and son, Rahul Padamsee. Padamsee then had an extended relationship with Dolly Thakore, they married and had a son Quasar Padamsee. Padamsee then married Sharon Prabhakar, with whom he has a daughter, Shazahn Padamsee. All three women were connected with the performing arts, specifically with theatre and television.

May his soul rest in Peace!