AAAI to honour Bobby Sista with Lifetime Achievement Award

This award is the highest honour given to an individual for his/her contribution to the advertising industry.

Shambhu Venkatrao Sista, popularly known as Bobby Sista, will be conferred with the AAAI Lifetime Achievement Award 2015 for his contribution to the advertising industry at large. Known for his professional integrity, Sista constantly fought to ensure ethical business practices in this fiercely competitive profession. In 1970, after brief stints at 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.

Sista has also held senior positions across various organisations carrying out multiple roles effectively. He has been the vice president of AAAI for two terms. During his association with AAAI, Sista played an important role in liaising with the government on numerous industry matters. He was also the founding member of Advertising Club of Bombay.

Commenting on the development Dr. Ambi M G Parameswaran, president, AAAI, shares, "Bobby Sista is an industry veteran whose agency did some truly pioneering work in the 70s, 80s and 90s. It is admirable that, even after leaving the advertising business, he has tirelessly worked for numerous worthy causes for social development. He is an inspiration to all of us."

The AAAI Lifetime Achievement Award will be presented to Sista on July 31, 2015, in Mumbai.

AAAI is the official, national organisation of advertising agencies, formed to promote their interests so that they continue to make an essential and ever-increasing contribution to the nation.