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Alyque Padamsee, known as the Communications Guru of India, has immensely contributed to the advertising industry and the world of theatre. As theatre director he staged as many as 63 plays in 50 years, with several of them becoming box office hits. He has to his credit productions like Evita, Tughlaq and Jesus Christ Superstar. He is the author of a book, A Double Life in New Delhi. In the field of advertisement, Alyque Padamsee is recognised for his several innovative ad campaigns like the
Liril, Kamasutra, Cherry Blossom Charlie Chaplin and Lalitaji of Surf.