Popularly called as the father of Indian advertising, ad guru and veteran theatre personality Alyque Padamsee passed away in Mumbai on Saturday, he was 90.

Padamsee had reportedly been ailing for quite some time. He was the brain behind several iconic Indian ad campaigns and is also known for his role as Muhammad Ali Jinnah in Richard Attenborough’s Oscar winner historical drama ‘Gandhi’ in 1982.

Padamsee was known for his theatre productions such as Evita, Jesus Christ Superstar and Tuglhaq.

He was the recipient of both Padmashri award in 2000 and Sangeet Natak Akademi Tagore Ratna award in 2012.