MEET ALYQUE PADAMSEE
Padmashree Alyque Padamsee is a multi-faceted genius who wears 3 hats. One, as the Brand Father of modern Indian advertising and has built over 100 Brands. Two, he is the guru of English theatre in India with over 76 major productions to his name. Three, he is very committed to Public Service work, and is currently guiding the Bombay Police Force in a campaign against Eve Teasing and sexual molestation on the city streets.
The President of India conferred on him the Padmashree Award. The Advertising Club named him Advertising Man of the Century.
He has worked as Communications Advisor to Mr. Chandrababu Naidu, the former Chief Minister of Andhra Pradesh State, where he creatively supervised the presentation to President Bill Clinton and also Prime Minister Tony Blair. He worked on “Brand Andhra Pradesh”. One of the interesting ideas was the creation of the nick name “Cyberabad” for the city of Hyderabad. This attracted President Clinton’s attention. He then changed his itinerary to visit Hyderabad instead of Bangalore to study India’s IT Culture.
His best-seller book on Advertising entitled a Double Life is prescribed in business school.
He has been a Communications Guru for over 5 decades. He is the Chairman of The London Institute of Corporate Training. He is a renowned Speaker at National and International Conferences.
He is the recipient of the Lifetime Achievement Award for Theatre from the Sangeet Natak Akademi, and over half dozen other Lifetime Achievement Awards.
He is on the Advisory of IIT Bombay for which he wrote the Vision Statement.
Internationally Padmashree Alyque Padamsee is famous for his portrayal of Mohammad Ali Jinnah in Sir Richard Attenborough’s film GANDHI. He is also the only Indian to be voted into the International Clio Hall of Fame, the Oscars of World Advertising.
He convinced Madras Rubber Factory to change their name to “MRF”. They soon became the most prominent tyre manufacturer in the country.
Padmashree Alyque Padamsee was appointed Creative Director of the Atomic Energy Pavilion by Dr Vikram Sarabhai at the Atomic Energy Exhibition in Geneva in 1971.
He was requested by the late Prime Minister Rajiv Gandhi to mastermind the Opening Ceremony of the Track and Field Games of Asia hosted by India.
He ran Workshops on Communications for Lee Kwan Yu’s Singapore ; and also for Malaysian Govt.
He worked on the Governor of Maharashtra’s Peace Committee in 1992-93 during the Bombay Riots. He helped to create Mohalla Ekta Committees bringing the Hindus and the Muslims and the Police together for reconciliation. He was then asked to attend a meeting in London to advise the British Govt on Reconciliation measures for Ireland.
Advertising and theatre personality Alyque Padamsee dons many a cap with effortless ease. Be it heading the ad agency Lintas, creating the unforgettable Liril ad, or playing Muhhamad Ali Jinnah in Richard Attenborough's Gandhi, Padamsee has left his mark in everything he has done.
Padamsee is also known for his English language theatre productions in India like Evita, Jesus Christ Superstar, Tuglaq, and his latest, Broken Images, which was invited to the Kennedy Center in Washington, DC in 2011. He was conferred the Lifetime Achievement Award for Theatre by the Sangeet Natak Akademi; and this January the Tagore Ratna. Internationally, he is known for his portrayal of Muhammad Ali Jinnah in Sir Richard Attenborough's Gandhi.
Known as the Brand Father of Indian advertising, Padamsee has built over 100 brands. He is the only Indian to be voted into the International Clio Hall of Fame, the Oscars of World Advertising. He is Chairman of the London Institute of Corporate Training at which he conducts courses on leadership training and ideation. His best seller book on Advertising entitled A Double Life is prescribed in business schools
Advertising to Padamsee is like athletics, wherein one has to constantly strive to outdo others. And just as the athlete's final score evaluates his or her standard, a commercial's success is gauged by the single yardstick: sales figures. In the ad world, complacence leads to failure and lack of imagination to nullity.
From riches to rags to riches. Life has come full circle many times over for this man who is described as being idiosyncratic one moment and a revolutionary the next.
The fluctuating fortunes of his public persona notwithstanding, he has always moved with the ebb and flow of life. And, after two broken marriages and more than a 100 years combined in the fields of theatre and advertising, this Padma Shri recipient still wears a rebellious mantle and the spirit to walk a different path. It's not easy being Alyque Padamsee,