Mumbai: The advertising world is mourning the loss of Walter Saldanha, the Founder of Chaitra Advertising, who passed away at the age of 93. A pioneering figure in Indian advertising, Saldanha’s career spanned decades, leaving an enduring impact on the industry he helped shape.
Saldanha’s journey began humbly in 1947 as a typist. However, his passion for creativity and a vision for transformative advertising saw him rise through the ranks at J. Walter Thompson and Aiyar Advertising. In 1972, he co-founded Chaitra Advertising with Brendan Pereira, marking the beginning of a new chapter in Indian advertising.
Under Saldanha’s leadership, Chaitra Advertising became one of India’s leading agencies, renowned for its innovative campaigns and client-focused approach. In 1987, the agency’s success attracted the attention of global advertising giant Leo Burnett, leading to an affiliation. By 1992, Chaitra Advertising was fully acquired and renamed Chaitra Leo Burnett, later becoming Leo Burnett India in 2000.
Saldanha’s contributions extended beyond his professional achievements. In 2001, he founded the Asian Institute of Communication and Research (AICAR), aiming to nurture the next generation of communication professionals with a focus on both business acumen and social responsibility. He was also celebrated as a mentor, inspiring numerous advertising professionals who credit him for their growth and success.
Leo Burnett India issued a heartfelt statement, describing Saldanha as “the architect of modern advertising in India” and acknowledging his transformative influence on the industry. Tributes have poured in from across the advertising community, with many reminiscing about his mentorship, leadership, and the values he instilled.
Walter Saldanha’s journey from a typist to a visionary leader exemplifies the power of creativity, perseverance, and innovation. His legacy will continue to inspire future generations, ensuring his contributions remain a cornerstone of the advertising world.
