Alyque Padamsee on advertising: The greatest ads create the greatest sales

While his dialogues amused and entertained, they also gave information about the product

This article was first published on June 14, 2013. Business Standard is republishing this article as  Alyque Padamsee passed away on November 17, 2018

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Advertising doyen Alyque Padamsee on six decades of brand marketing.

Advertising has come a long way and also gone back a long way. In the 1970s, brands were more focused and did more research. Some of the greatest campaigns of those times, like soap brand Liril, were born out of research.

But today there's research paralysis nothing moves unless research is done. After doing research, they say let's do more research, and then a