Veteran adman and theatre personality Alyque Padamsee died on Saturday following an illness, his family said. "He passed away at HN Reliance Hospital early morning due to an illness. I'm deeply saddened by the loss," Dolly Thakore, Padamsee's former partner, said. Sources in the industry said Padamsee died peacefully early morning. The funeral will take place at 11 am on Sunday at the Worli crematorium.

Padamsee, born in 1931, was the former chief executive of the advertising firm Lintas in India. He later became the regional coordinator for Lintas in South Asia. At the agency, he created iconic campaigns such as 'Lalitaji' for Surf, 'Hamara Bajaj' for the auto major, 'Cherry Charlie' for Cherry Blossom Shoe Polish, MRF's 'Muscle Man' and also the bold 'Liril' ad featuring a female model under a waterfall. He played Muhammad Ali Jinnah in Richard Attenborough's award-winning film Gandhi.