Alyque Padamsee earned his reputation as the ‘brand’father of Indian Advertising the hard way.

In his early 20’s he started as a Film Executive at JWT at a salary of Rs. 300 a month. Soon he got the job of being the Head of Films at Lintas.

His instincts for spotting an idea that would make a brand successful were impeccable. He fought for these ideas tenaciously, often against client pressure, proving himself time and again. He built scores of brands that became household names in India and inspired a generation of advertising professionals to whom he passed on his brand-building genius.

In the process, he won the respect of clients and the advertising industry so much so that he was named ‘Advertising Person of the Century’ by the Advertising Club.

As the CEO of Lintas, over fourteen years, he introduced initiatives that helped the agency grow to become one of the largest in billings in India but with only half the number of employees of its nearest rival.

After he retired from Lintas, he was the CEO of AP Advertising Pvt Ltd, a firm of Image and Communications Consultants, where he continued to build brands well into the 21st century for several national and multi-national companies, as a Creative Advisor.