‘Money does not generate money. Ideas generate money’ – was the crux of his talk. He made an impressive speech on how communication students should be like idea machines and have the ability to add something new to everything they do. Mr. Padamsee displayed his best advertisements, including the Liril, Bajaj and Kamasutra ads, and disclosed what went behind these successful campaigns. All his works are first-of-its-kind and have the power to elevate standards for the whole product category, leave alone the brand.

An impressive showman that Mr. Padamsee is, he left the students mesmerized by his content and delivery. He also launched his book titled ‘A Double Life’. The book is published by Penguin Books and is an autobiography about his exciting years in the Theatre and Advertising.

Mr.Alyque Padamsee is the current CEO of A.P. Advertising Pvt. Ltd., the well-known Image and Communications Consultants. Known as the Brand Father of Indian Advertising, he has built brands like Liril, MRF, Dalda, Bajaj, Park Avenue, Surf, Captain Cook, Jet Airways, Close Up, Kamasutra and the recently launched Fair and Handsome, which is becoming the fastest growing FMCG product of all time.

Mr. Padamsee is also the Guru of English Theatre in India, and is famous for his productions like Evita, Jesus Christ Superstar, Tughlaq, Othello and Romeo & Juliet. Internationally, Mr. Padamsee is known for his portrayal of Jinnah in Sir Richard Attenborough’s Gandhi. He has been awarded the Padamshree for his lifetime contribution to Theatre and the Advertising Club of Bombay named him “Advertising Man of the Century”.

Mr. Padamsee’s lecture was a blessing for students community at MICA, whose very education and career prospects are deeply rooted in the field of communications management.