Double Life

by 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.

320 pages, Paperback

First published January 1, 1999

Reviews

[Shitiz Srivastava · Rating 5 out of 5]

On 17th November came the sad news that Alyque Padamsee has died. I have heard his name millions of time during my journey to Mumbai. Whether you are in advertising, film production, theatre, writing, plays or anything if you are in any of the creative places where creative people meet then you would have heard his name and that is my simple challenge. But there was a problem. I didn’t know much about him. When he died, he googled his vociferously trying to find more about him. In that quest to know more about him I stumbled upon his book which is an autobiography and a recommended read for advertising enthusiasts everywhere. I downloaded the book and immediately started reading it. I can divide the book into three parts. The interesting, the boing and then again interesting. Initially when he is telling about his childhood and how he became a great adman is interesting to read but then his struggles in theatre are really tedious to read because they are not going anywhere. More than that it tells you names you have never heard, plays you have never listened to and his love affairs that are not very interesting and very frequently happening. Then again comes a time when he tells you about he created greats ads and takes you behind the making of those ads and that is a really interesting part and very educative for advertising guys and filmmakers. It is an interesting read but not as interesting as I thought it would be. Anyways, no matter what its pros and cons are, it was worth reading this book.

[Toolika Wadhwa · Rating 5 out of 5]

Double Life is an autobiographical account of Alyque Padamsee. His biography is insightful in multiple ways: handling office work, developing creativity, embracing new ideas, taking a stand when required, even going against one's family, loving unconditionally, being a friendly boss, dreaming, making dreams a reality... the list is endless. You have to read it to believe the roller coaster ride that this man has had and has only come out stronger with each experience. The honesty with which he has written it beautiful. He doesn't write with regrets, but let's you learn from the consequences of the choices that he has made. A beautiful, double life, indeed.

[Apoorv Purohit · Rating 4 out of 5]

Always interested in Marketing World and this book (though quick/ short) was peep into that world.
Narrator was one of my favorites.

[Arpit · Rating 4 out of 5]

The book deserves an applause for its brilliant one-liners and insight on the cross-pollination between theatre and advertising. Alyque Padamsee, the Indian ad-guru and theatre personality, shares his experiences in an easy talk approach. He gives the readers a peek into the creativity involved in both the fields, the problems he faced and the way he emerged on top of most of these. With most of the anecdotes set in 60's-80's, the book invokes nostalgia and respect for the man and the profession. One-time must-read!

[Saurabh · Rating 4 out of 5]

Alyque Padamsee has lived a life full of energy and creativity, and then on top of that he packed two lives into one. An extremely well written book which delves fairly into both of his lives : Advertising and Theatre.

[Prutha · Rating 5 out of 5]

lovely!!!

[Shivam Ratnani · Rating 3 out of 5]

Very interesting and insightful! Theater+Advertising=Entertainment