The Advertising Agencies Association of India (AAAI) will confer this year’s AAAI Lifetime Achievement Award on Roda Mehta.
A press release said Roda Mehta had played a pioneering role in establishing scientific media planning and buying in India. Mehta joined Hindustan Thompson Associates in 1971 and became the first MBA and first woman in the Media function of an Indian advertising agency. She moved to Ogilvy Benson & Mather in 1975, handling several media positions there. Along the way, she pioneered outdoor planning and buying and set up a rural media network to service client requirements. The award will be presented on July 14 in Mumbai.