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HT City, 22 Feburary 2002
Adman Nets Interest In Internet
ALYQUE PADAMSEE refused a role in Spielberg, Indiana Jones and the Temple of the Doom because he was asked to shave off his hair to portray an Indian villain. It finally went to Amrish Puri but he cherishes the role of Jinnah in Richard Attenborough's Gandhi. But his first love remains theatre His musical, Evita, had successfully run for five years even as he gets busy with two new musicals: 2 B U, a comedy where his Indipop per wife Sharon Prabhakar Plays a woman looking for an adman as a husband almost kidnapping him when she finds one, falling in love is hard work says he. The play will come to the capital next month. The second play, Romeo and Juliet, is an Indianized version of the original set against Mumbai riots I love theatre, but since you cant make a living out of it, I took to advertising, says Padamsee who's been awarded the Padma Shree for his lifetime contribution to theatre, of course, the award has brought him a few privileges. Like the two-digit Number plate of his Merc, or his peculiar cell number.
Advertising, meanwhile, has not taken a taken a backseat for the former CEO of Lintas, who has made memorable ad campaigns such as Liril, Kamasutra and Hamara Bajaj now he runs his own marketing consultancy firm. The God of Indian Advertising is disappointed by the approach MNC's as misunderstanding the Nation's Culture. In India there are only three religions: Cricket, politics and Bollywood, which is why ad campaigns focusing on them click he says.
Padamsee, who refuses to give his age with a I'am as young as I look and feel
Line, is also busy penning his second book 'Big Money'. It tells people how to find a creative idea, says the adman, who is delivering his 10 commandants on net advertising and pro motion at Hotel Radisson.
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