Shashi Sinha - the anchor of Amul’s relationship with the agency: Jayen Mehta
Jayen Mehta, Managing Director, GCMMF (Amul), recalls Shashi Sinha’s unique perspective, his consistency and humility
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Published: Jul 31, 2026 9:19 AM | 2 min read
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- Shashi Bhai, a respected figure at Amul, has had a 40-year association with the company, beginning with the launch of Amulya in 1986.
- He served as a key advisor on advertising, media, and various business issues, leveraging his extensive experience across diverse industries.
- Throughout his career, Shashi Bhai maintained a humble and accessible demeanor, despite his significant achievements in the field.
- His contributions to Amul will be missed, and he is wished well in his future endeavors, with the assurance that he will remain a supportive contact.
Shashi Bhai.
Lord Sinha.
Nobel Laureate.
These words capture the respect and affection we all have for him at Amul.
Shashibhai's association with Amul started in 1986 with the launch of Amulya.
I joined Amul in 1991 from IRMA and Amulya was one of the early brands I worked on as product manager.
Over his 40 years of association with Amul, he was the anchor of the relationship with Ulka and the relatively recent media specialist Lodestar. He was our go to person for advice on not just advertising and media, but a range of issues related to our business.
This was because of his unique perspective from handling diverse businesses and being an active member of various industry bodies.
I have seen Shashibhai grow in stature but have admired how he has stayed grounded, humble and always accessible. It is also worthwhile to note that Shashi bhai has held the brand brief for Amul for both client servicing and media roles, despite achieving such great heights in his illustrious 4-decade-long career. So, it’s almost akin to a successful cricketer carrying the bat through his innings with the same consistency and performance!
We will miss him at Amul and I would like to wish him the best for the next chapter.
I am sure that Shashibhai will always be just a call away for us..
Well played, sir. Ena ji has always watched you closely and so carefully from the non-striking end. We wish you both a great innings and a century partnership ahead.
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