NEW DELHI, Nov. 17 (Xinhua) -- India's noted advertising guru and theater personality Alyque Padamsee died Saturday after a brief illness, family members said.
The 90-year-old Padamsee died in Mumbai, the capital city of Maharashtra.
"Alyque Padamsee breathed his last today at 5:30 a.m. (local time)," a relative told media. "He had been ailing for a while."
He was widely called the "Brand Father of Indian advertising" for his iconic and memorable Indian ad campaigns.
He was also best known for his role in the 1982 historical drama "Gandhi," where he played as Muhammad Ali Jinnah.
For his contributions to the creative field, he was honored with Padmashri, fourth highest civilian award, in 2000 and was named "Advertising Man of the Century" by the advertising club in Mumbai. He also received the Sangeet Natak Akademi Tagore Ratna in 2012.
Indian President Ram Nath Kovind and Prime Minister Narendra Modi have expressed deep condolences over the death of Padamsee.
"Saddened by the demise of Alyque Padamsee. A wonderful communicator, his extensive work in world of advertising will always be remembered. His contribution to theater was also noteworthy. My thoughts are with his family and friends in this sad hour," Modi wrote on Twitter.
Padamsee was born in 1928 into a traditional Khoja Muslim family from Gujarat. He was one of the eight children. In the theater world, he was known for his theater productions like Evita, Jesus Christ Superstar and Tuglaq.
He is survived by three former wives and four children, besides other relatives, several of them prominent names in India's glamour and entertainment industry.
