Monday, 27 June, 2022
HomeSoftCoverAd-guru Alyque Padamsee leaves behind ‘commandments’ for present generation in new book

Ad-guru Alyque Padamsee leaves behind ‘commandments’ for present generation in new book

Published by Penguin India, ‘Let Me Hijack Your Mind: Restart Your Life With Freedom’ by Alyque Padamsee and Vandana Saxena Poria will be released on 8 April on ThePrint’s SoftCover.

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New Delhi: Why should marriage be ’till death do us part’ and why are terrorists breaking the law of their very own holy books?

These are some of the provocative questions asked in a new book, “Let Me Hijack Your Mind: Restart Your Life With Freedom“, co-authored by late ad filmmaker Alyque Padamsee and Vandana Saxena Poria, a UK chartered accountant.

The book, which is being posthumously published after Padamsee’s death, is his parting gift to young Indians where he urges them to “throw out the old and embrace new ways of approaching everything” to lead a more exciting and content life. He also wants readers to re-examine their beliefs on issues ranging from love, marriage, terrorism to leadership, faith as well as education.

‘Let Me Hijack Your Mind: Restart Your Life With Freedom’ will be released on 8 April on SoftCover, ThePrint’s online venue to release select non-fiction books.

Padamsee, who was also known as the Brand Father of Indian Advertising, had passed away in November 2018. He had said the book was “crammed with ideas and fresh ways of thinking about how to live, how to dream and how to relook completely at your mindset and attitudes”.

“This book is a way to open windows in your mind, to think about life aside from greed, power and money. It is also a way to repay your fortunate accident of birth by helping the less fortunate,” he explained.

Ronnie Screwvala, founder of UTV Group, praised Padamsee as one of “India’s greatest non-linear thinkers” and said the book is his final way to help “change your thinking so you too can live with violent happiness and, at the same time, bring up those who are less fortunate than you”.

Screwvala also noted that ‘Let Me Hijack Your Mind‘ will inspire a new generation to “speak up and change the thoughts around them” and bring in “greater equity” for the billions who are in “dire need of moving forward”.

Also read: New book explores how climate change affects people’s homes, lives and livelihoods


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