Ritu Mittal, Head of Marketing & Digital, Bayer Consumer Health, joins OAA 2025 jury

Ritu Mittal, Head of Marketing & Digital at Bayer Consumer Health, South Asia, joins OOH Advertising Awards as jury to judge has joined its jury for the 2025 edition.

The OOH Advertising Awards is an integral part of the OOH Advertising Convention (OAC) 2025, which will be held on July 18-19, 2025, at The Westin Mumbai Powai Lake. The OAA ceremony, where winners will be announced, will take place on the evening of July 19, 2025. The 19th edition of OAC will focus on the theme “Mapping a New OOH-scape,” aiming to explore new avenues and set an exciting new mandate for the OOH medium. The judging process, which involves both online and on-ground rounds, is independently managed with EY serving as the tabulation partner. The deadline for entries for OAA 2025 is May 30, 2025.

Ritu Mittal currently heads Marketing and Digital at Bayer Consumer Health Division for India, Bangladesh, and Sri Lanka. A transformative and consumer-centric brand builder, she possesses a track record of delivering consistent double-digit growth across diverse businesses in FMCG, Consumer Health, and Technology over nearly two decades. She joined Bayer India in June 2020 as one of the early members during the formation of the new Consumer Health division, playing a critical role in defining its vision and shaping its business model, while also establishing the marketing and digital functions. Prior to Bayer, she spent 11 years at Procter & Gamble, leading marketing for the personal healthcare category and earning multiple awards, including Cannes Lions for ‘Vicks TouchOfCare’. An alumna of the Indian Institute of Management, Bangalore, and a gold medalist from Delhi College of Engineering, she is known for her passionate and courageous leadership.

Reflecting on her participation in OAA, Ritu said, “Being on the OAA jury is always a creative reset, a reminder of what’s possible when curiosity, empathy, and execution come together. Every year, being on the OAA jury is an inspiring experience. I learn so much from the incredible work, the fresh insights, and the boldness in execution. What truly excites me is seeing how collaboration turns ambitious ideas into powerful realities. The jury discussions are always enriching, and they constantly motivate me to explore the boundless creative potential of OOH.”

On the intersection of creativity and AI in campaigns, Ritu emphasized, “While AI is an exciting tool, we look at how thoughtfully it’s been used. Is it solving a real problem? Does it enhance the narrative or user experience in a way that feels relevant and resonant? For me, creativity must always be empathy-led and rooted in purpose, AI should amplify that, not distract from it.”

Discussing the balance between craft and impact in judging, Ritu explained, “Craft and impact are both essential. As someone who’s detail-driven, I naturally look at execution and finesse but it means little without emotional or behavioural impact. The most compelling entries are those where meticulous execution serves a clear, human-centered idea that genuinely connects with its audience.”

Ritu also highlighted the significance of the OOH Advertising Awards for the industry: “OOH is an incredibly powerful, evolving medium and the OAA shines a much-needed spotlight on that. It celebrates creativity, innovation, and impact in public spaces, inspiring all of us to think bigger and bolder. Personally, these awards have encouraged me to keep pushing the medium creatively, knowing its possibilities are truly limitless.”