Popular ad filmmaker and a renowned theatre artist Alyque Padamsee passed away at the age of 90 on Saturday morning. The filmmaker was facing health concerns as per the reports, and had been ailing for some time. Expressing shock and grief over his demise, President of India Ram Nath Kovind tweeted through his official Twitter account. He wrote, ‘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.”

Alyque Padamsee was known as a mastermind behind many iconic Indian ads including Lalitaji for Surf, the Liril girl under the waterfall and not to forget, the Humara Bajaj ad.

Talking about theatres, Alyque Padamsee was known for his theatre works including Evita, Jesus Christ Superstar and Tuglaq. He also played the role of Muhammad Ali Jinnah in Richard Attenborough’s Oscar winner Gandhi.