Alyque Padamsee, widely called the Brand Father of Indian advertising, died in Mumbai today. He was 90.  Padamsee was reportedly in bad health and had been ailing for quite sometime.

During his active years in ad industry, he remained the brain behind several iconic and memorable Indian ad campaigns. Mr Padamsee was also best known for his role as Muhammad Ali Jinnah in 1982 historical drama "Gandhi".

For his contributions to the creative field, he was honored with Padmashri in 2000 and was named Advertising Man of the Century by The Advertising Club in Mumbai.

President Ram Nath Kovind has expressed deep condolences over the demise of noted ad guru Alyque Padamsee. In a tweet message, Mr President expressed his condolences to his family, friends and colleagues.

In a tweet, Prime Minister Narendra Modi also expressed condolences over the demise of Alyque Padamsee. He described Padamsee as a  wonderful communicator and said that this extensive work in world of advertising will always be remembered. The Prime Minister added that his contribution to theater was also noteworthy.