Bobby Sista to receive AAAI Lifetime Achievement Award 2015

The Advertising Agencies Association of India, the apex body of ad agencies in the country, has announced that this year's AAAI Lifetime Achievement Award will be given to Shambhu Venkatrao Sista, popularly known as Bobby Sista.

This award is the highest honour to be given to an individual in India for his/her outstanding contribution to the advertising Industry. It will be awarded in Mumbai on July 31.

Bobby Sista has been one of the stalwarts of Indian advertising. Known for his professional integrity, he constantly fought to ensure ethical business practices in a fiercely competitive profession. In 1970, after brief stints in Suhrid-Geigy and Reader's Digest, he took charge of Sista's Private Ltd, an agency founded by his father, the late Venkatrao Sista, a pioneer of Indian advertising and one of the first Indians to establish a full-fledged advertising agency, in 1934.

After his innings in the advertising industry, Bobby has been associated with a variety of social causes. Currently as an executive trustee of Population First, he is actively pursuing the task of enhancing communications component of government programmes and mobilising the communication industry and media to create a people's movement for social development and gender sensitisation through the 'Laadli' initiative.

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