Students impress Coke in Draftfcb Ulka Comstrat 2012

02 Jan,2013

By A Correspondent


The finals of the seventeenth edition of Draftfcb Ulka Comstrat 2012 were held in Mumbai in December 2012, in association with K J Somaiya Institute of Management. The case study contest for management schools involves a live case study, and this year’s competition was on the energy drink Burn from the Coca-Cola Company.


Draftfcb Ulka Comstrat, (Communication Strategy in short), is a reflection of the strong tradition of strategy-based advertising that has been practiced by Draftfcb Ulka over its 50 year life span. The uniqueness of Draftfcb Ulka Comstrat lies in the fact it is the first competition launched in the area of advertising and communication strategy based on a real life marketing situation, on a live brand.


The competition offers an excellent opportunity for students to work on a live case and build an interface with senior advertisers, marketers and academia. It is designed to help all the constituents, the company gets fresh, inspiring new ideas and perspective, students gain and learn from industry stalwarts and Draftfcb Ulka furthers its academic connections.


This year it received participation entries from over 50 teams out of which five were shortlisted for the final round. The five shortlisted teams this year were from IIM Indore, JBIMS (Bajaj), MICA, SIMC (Symbiosis) Pune and SIMSR.


Out of these teams SIMSR Somaiya Institute of Management and Research emerged as the winner by presenting a scintillating demonstration of strategy to increase off trade sales of the energy drink Burn. They brought out clarity of thought in their idea of ‘Turbocharge your passion’, based on the analysis conducted by them.


The jury for this year included Ajay Konale, (Senior Manager – Brands, Coca-Cola India), Dorab Sopariwala, (Consultant – Consumer Behaviour, and Editorial Advisor to NDTV), Kinjal Medh, (COO, Cogito Consulting), and Vidyadhar Wabgaonkar, (Senior Vice President, Head – Strategic Planning, Draftfcb Ulka Advertising (West and South)).


Kinjal Medh, COO, Cogito Consulting, and a long time jury member of Draftfcb Ulka Comstrat said, “The competition has grown tremendously in terms of number as well as quality of participants and student’s enthusiasm.”


Calling it an exciting competition Mr Konale added that “We looked at three parameters, first the relevance and richness of the content, second the structure of thinking, the clarity of thought and hence the clarity of recommendations and third presentation and the communication.”


This year’s winners SIMSR (Somaiya Institute of Management & Research) received a cash prize and a host of gift vouchers. The sponsors for the 2012 edition are Amul, Act II Popcorn, Croma, Kansai Nerolac Paints, ITC Sunfeast, Wipro and Zodiac Clothing Company.


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