Walter Saldanha, Ad Industry Pioneer, Passes Away at 93

Walter Saldanha, a legendary figure in Indian advertising and co-founder of Chaitra Advertising, passed away on December 28, 2024, at the age of 93. His remarkable journey in the advertising world began at JWT (now VML), where he held various key roles, including playing a pivotal part in establishing the agency's Sri Lanka operations.

In 1972, Saldanha joined forces with the late Brendan Pereira to co-found Chaitra Advertising, a move that transformed the Indian advertising landscape. This agency was later acquired by Leo Burnett in the 1990s, marking the Publicis-owned giant’s entry into India. Saldanha’s vision and leadership left an indelible mark on the industry, shaping its evolution over decades.

For his outstanding contributions, Saldanha was honored by the Advertising Agencies Association of India (AAAI) in 2000, a recognition of his influence and dedication to the field. His passion for nurturing talent extended beyond advertising. In 2021, he established the Asian Institute of Communication & Research (AICAR Business School), a premier institution that continues to inspire future business leaders and communicators.

Saldanha’s legacy is one of innovation, leadership, and education. His work with Chaitra Advertising, which later became Chaitra Leo Burnett, not only redefined advertising in India but also paved the way for global players to invest in the country’s creative potential.

As the advertising world mourns his loss, Walter Saldanha’s contributions remain a guiding light, reminding us of the power of vision and perseverance.