(Image: The Quint)

India’s Advertising Stalwarts Look Back At Alyque Padamsee’s Legacy


Three stalwarts of India’s advertising industry – Piyush Pandey, Sam Balsara, and Prahlad Kakkar look back at the legacy of pioneering ad-film maker Alyque Padamsee, who died on November 17, at the age of 90.

Padamsee Brought Confidence And Flamboyance To Advertising

- Piyush Pandey, Executive Chairman and Creative Director of Ogilvy South Asia

“What he brought to advertising was confidence, fearlessness and flamboyance. Liril, which was in the 1970s—to have a girl in a bikini in a waterfall—was done nicely without being suggestive that it was accepted by people and loved by people.

In the 1980s when he did the campaign on Lalitaji, theoretical knowledge would say that Indian women are not to be seen as aggressive but Lalitaji was aggressive and assertive and people liked that.

For Kamasutra, he must have been challenged by authorities that you can’t sell contraceptives on enjoyment, they are meant for family planning, but he went ahead and did it anyway.

There are a number of steps that he took that were against the status quo and inspired people into thinking beyond the obvious.”
Piyush Pandey, Ogilvy

An Intutive Understanding Of What The Viewer Likes And Wants

- Sam Balsara, founder, chairman and Managing Director of Madison World and Madison Communications

“Alyque Padamsee brought showmanship to advertising and brought it to the attention of the common man. He had an intuitive understanding of what the viewer likes and wants. That helped him create outstanding advertising that not only entertained but also worked for the brand.

One thing I learnt from him is that even if you are an expert, always rehearse. Don’t take things for granted. He used to always rehearse before a speech or presentation.
Sam Balsara, Madison World

An Ace At Spotting Talent

- Prahlad Kakkar, Advertising Film Director, Genesis Film Production

His greatest strength was in recognising and nurturing talent, and some of the best talent has come through his mentorship. Even though he was very strict, the kind of people that came out of Lintas is amazing. He pushed people to perform.

I think his greatest contribution to the advertising industry is the number of people who owe it to him for where they are today.
Prahlad Kakkar, Genesis Film Production