“Shashi Bhai’s contribution to the advertising industry has been immense,” said Jayen Mehta, Managing Director of Amul (Gujarat Cooperative Milk Marketing Federation), as he spoke about the ad veteran who was bestowed with the AAAI Lifetime Achievement Award on Friday.
Speaking on the occasion, Mehta said, “We call him ‘Shashi Bhai’. In Mumbai ‘Bhai’ means something else but in Gujarat, ‘Bhai’ is something else. He has been on the accounts since early 1986 and since then I have had the great honour of interacting with him, learning about his ambitions.
“His contributions are immense. It’s not just about building a strong advertising industry body but also contributing to the success of clients,” Mehta said in his speech.