People's person, team builder, hallmark of nurturing relations: Clients hail Shashi Sinha

On December 1, Shashi Sinha, the CEO of IPG Mediabrands India, was honoured with the Lifetime Achievement Award by the AAAI, at a ceremony in Mumbai. The event witnessed the presence of his colleagues, clients, and family.

As part of the celebration, several of Sinha's long-term clients, who had evolved into lifelong friends, took the stage to commend his contributions to their brands and the advertising industry. Before Sinha delivered his acceptance speech, they lauded him as a personable individual, and a selfless human being, and acknowledged his unwavering commitment to the philosophy of partnership and his exceptional business acumen.

Nitin Karkare

Nitin Karkare, Executive Director of FCB Group India, began his address with a touch of humour, stating, “I was asked to speak about Shashi in three minutes whom I’ve known for 37 minutes.”

Reflecting on their journey, Karkare expressed, “It was a privilege to meet and work with him since 1986 and it is my privilege now to be here to celebrate this honour bestowed upon him. While Shashi initially joined to establish the planning function at Ulka, it quickly became evident that his capabilities transcended the confines of planning. He transitioned into a business role and went on to establish Lodestar Media. The rest, as they say, is history.”

Taking a nostalgic trip down memory lane spanning 37 years, Karkare reminisced, “Throughout our journey, Shashi and I had the opportunity to work with clients spanning the entire alphabet spectrum, from Amul to Zodiac. We were also fortunate to be influenced by two titans – the legendary Dr. Varghese Kurien, the milkman of India, and the Late Anil Kapoor, former Chairman of FCB Ulka. Shashi is now carrying their legacy forward effortlessly - A legacy of deep commitment to the partnership philosophy.”

“Having said that, none of this would have been possible without the support of his family. They, along with Shashi, are the true recipients of this honour,” he concluded.

Jayen Mehta

Expressing gratitude to Sinha for his significant contributions, not only to the industry but also to the brand Amul, Jayen Mehta, Managing Director of Amul (Gujarat Cooperative Milk Marketing Federation), remarked, “We affectionately refer to him as Shashi Bhai. While the term holds a distinct connotation in Mumbai, in Gujarat, 'Bhai' carries a different meaning. Shashi Bhai has been integral to the entire Amul account since 1986-87. Having joined Amul in 1981, I've had the distinct pleasure and honour of engaging with him, gaining insights, and learning from his ideas.”

Mehta continued, acknowledging the collective contributions of Sinha, Nitin, Dhruv Jha, and Mr Anil Kapoor, stating, “Their efforts have not only propelled Amul into becoming a formidable brand in India but have also earned it the distinction of being recognised as the strongest daily brand globally. This is a monumental achievement, a testament to Shashi Bhai's exceptional work. His impact extends beyond merely building a robust advertising industry or professional entity; it encompasses significant contributions to the success of his clients.”

Hemant Malik

Reflecting on the friendship cultivated over two decades since ITC ventured into the food business with the Aashirvaad brand more than 20 years ago, Hemant Malik, Wholetime Director on the Board of ITC and Divisional Chief Executive-Foods at ITC, shared, “Shashi has been my window to the advertising world in Mumbai, given my residence in Bangalore and previously in Kolkata. He guided me and encouraged my involvement in MRUC. Merely by observing him, I gained valuable insights into his adept management of diverse opinions and viewpoints, skillfully steering towards consensus—a hallmark of his relationships with everyone.”

Amidst a chuckle, Malik added, “A noteworthy coincidence for ITC has been Shashi's daughter Ritika's marriage to a very smart Senior manager (Karan) from ITC.”

Ravi Kant

Moving ahead, Ravi Kant, former Vice-Chairman and Managing Director of Tata Motors, who has known Sinha for more than 30 years since he joined LML, said, “I credit Anil Kapoor and Ulka in playing a critical role of turning around LML from a loss-making to a profit-making company by increasing its share from 9% to an astonishing 33% in a market dominated by strong and well-known brands. I developed a personal bond with Shashi and several others in Ulka. This only strengthened over time, especially when I was at Tata Motors. Shashi has gone on to do brilliant work in the media world heading an agency which accounts for a fifth of media spends in the country.”

Expanding on Shashi's influential role in the industry, Kant noted, “Shashi has actively participated in shaping the industry from a pre-dawn entry, print medium to now an extremely influential but somewhat out of anyone's control, the digital medium. This has made him a very powerful person in the country. He exudes his disarming humility, warmth and friendliness, which have enabled him to build a vast network of strong relationships. To quote an ex-colleague, Shashi is a quintessential people's person. This combined with his passion for work and intuitive, insightful view of things makes him a rare leader who, in my opinion, leads from the back.”

Rana Barua

Reading the citation presented to Sinha on getting the Lifetime Achievement Award, Rana Barua, Vice-President of AAAI, said, “This award is in recognition of his exceptional dedication and outstanding contribution to the advancement of the advertising industry in India, for his vision, unwavering passion and tireless enthusiasm that has propelled one of India's well-known communication companies to unprecedented heights. For his steadfast commitment to this industry, its causes and its most pressing needs. For his dedication in bringing together various industry bodies to address critical industry issues. His selfless accomplishments have made him an eminently deserving recipient of the profound commendation that this prestigious award bestows upon him.”

Taking the stage to express gratitude to those who delivered speeches on his behalf, Sinha extended his thanks to the jurors for the honour and delved into his early days in advertising.

Reflecting on the influence of Dr Verghese Kurien (Late Chairman of Amul), he remarked, "Dr Kurien nurtured the art of client-agency relationship. He always listened to us. I have never seen that relationship anywhere else. It endures, and the team he built continues to achieve success after success."

Shifting focus to Anil Kapoor, Sinha noted, "Anil was not only caring but also passionate. He instilled in us the importance of confidence and treating every client relationship with equality. Despite our diverse personalities, Ambi, Arvind, Nitin, Nagesh, and I formed a formidable team under his guidance."

While many highlight success stories, Sinha chose to delve into the realm of failure, citing an example involving ITC's Hemant Malik. Recounting the launch plan for a major biscuit brand, Sinha praised Malik's leadership, stating, "Despite the launch setback, Hemant Malik, the then CMO, absorbed all the pressure and allowed our team the freedom to explore whimsical ideas. Not only did we continue handling the biscuit category, but the scope expanded significantly—a testament to Hemant's exceptional leadership."

Sinha then discussed his transition to the media side of advertising and Lodestar's growth fueled by Tata's business.

Expressing admiration for Ravi Kant, both as a client and mentor, Sinha highlighted Kant's ability to navigate minutiae and envision the big picture seamlessly. He expressed deep gratitude for Kant's significant contributions.

Concluding his remarks, Sinha extended thanks to his colleagues, the leadership team of Mediabrands, his family, and Nitin Karkare, a colleague who has been alongside him since 1986.

Info@BestMediaInfo.com