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A Double Life

A Double Life

My Exciting Years in Theatre and Advertising

Alyque Padamsee
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Bubbling with indefatigable energy, Alyque Padamsee was a unique genius who had mastered both theatre and advertising. Famous for playing Mohammad Ali Jinnah in Richard Attenborough’s film Gandhi, he also created several iconic advertisement campaigns on Indian television.
A Double Life takes you on a memorable, sometimes hilarious, trip spanning nearly all the years of Padamsee’s brilliant career. It also offers you a chance to go backstage with the man dubbed ‘God’, as he unfolds thrilling scenes from his high-voltage life. With acute human insights that illuminate the book like flashes of lightning, Padamsee reveals the hidden stories behind the provocative ads for megabrands like Liril and Kama Sutra, and behind blockbuster productions like Evita and Jesus Christ Superstar.

Imprint: India Penguin

Published: Mar/2020

ISBN: 9780143450986

Length : 352 Pages

MRP : ₹399.00

A Double Life

My Exciting Years in Theatre and Advertising

Alyque Padamsee

Bubbling with indefatigable energy, Alyque Padamsee was a unique genius who had mastered both theatre and advertising. Famous for playing Mohammad Ali Jinnah in Richard Attenborough’s film Gandhi, he also created several iconic advertisement campaigns on Indian television.
A Double Life takes you on a memorable, sometimes hilarious, trip spanning nearly all the years of Padamsee’s brilliant career. It also offers you a chance to go backstage with the man dubbed ‘God’, as he unfolds thrilling scenes from his high-voltage life. With acute human insights that illuminate the book like flashes of lightning, Padamsee reveals the hidden stories behind the provocative ads for megabrands like Liril and Kama Sutra, and behind blockbuster productions like Evita and Jesus Christ Superstar.

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Alyque Padamsee

Alyque Padamsee Alyque Padamsee (1931-2018) was director of the Theatre Group of Bombay and chief executive of Lintas India. Considered the guru of English theatre in India, he had over seventy-six major productions to his name, including Broken Images, Evita and Jesus Christ Superstar. Informally known as 'God' in advertising circles, he successfully launched and built over a hundred brands. Padamsee was communications adviser to Chandrababu Naidu, the former chief minister of Andhra Pradesh, where he supervized the presentation to the US President Bill Clinton and to the British Prime Minister Tony Blair. He was given the Lifetime Achievement Award for Theatre by the Sangeet Natak Akademi and was a recipient of the Padma Shri. He is the only Indian to have been voted into the International Clio Hall of Fame, the Oscars of world advertising.
He is the author of A Double Life, his memoirs in theatre and advertising, published by Penguin.

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