SIMC hosts Brand Communication Conclave in Pune

02 Mar,2015

By A Correspondent

 

Some of the best minds in the field of branding came together to discuss and present key issues, trends and solutions pertaining to the industry at the Brand Communication Conclave hosted by Symbiosis Institute of Media and Communication (PG), Pune recently. Addressing an audience comprising students and academia, the speakers deliberated upon current topics of interest within the domain of advertising and branding through several keynote addresses and panel discussions.

The event kicked off with Santosh Desai, MD & CEO of Futurebrands India Ltd., reviewing the nuances of the advertising industry and how it functions today. “If advertising has to become successful commercially, it has to build assets,” he said, adding: “The fact that it has chosen to be a service provider and that it can leverage on content creation is a big opportunity.” On a mission to decode whether pitching original ideas is a protected and secure affair, the panel of eminent speakers such as Partha Sinha, Director, South Asia, Publicis, Harshad Lad, Head of Creative Operations, Creativeland Asia and Ajay Jhala, CEO, BBDO debated extensively in the discussion that was moderated by Pradyuman Maheshwari, Editor-in-Chief and CEO, MxMIndia. “Just worry about the ideas you have. The pitch is net practice. Take the idea and give it your own expression,” Ajay Jhala said.

Sourabh Mishra, Director and Chief Strategy Officer, Bates CHI & Partners India, Rajan Narayan, CEO, Quadrant Communication, Sujit Janardhanan, Vice President, Global Marketing and Corporate Communications and Avik Chattopadhyay, Co-creator, Expereal comprised the second panel for the day, expounding on the future of branding as we know it. The discussion highlighted how the brand is the meaning it creates in the human mind and how it stands as a promise of an experience to the consumer. The consumer of today has a very clear idea of whether he or she will respect or shun a brand. Emphasising this fact, Sujit Janardhanan said: “The brand belongs to the end user. Brands are about data, content and technology. You have to develop content that the user needs, and at various levels in order to engage and personalize.”

In the age of multiple pool of services, the third panel discussion of the Brand Communication Conclave explored the pros and cons of “The fragmentation of the agency structure.” The panel comprised esteemed stalwarts from across the media industry, such as Rishabha Nayyar, Vice President- Strategic Planning, Lowe Lintas + Partners, Narayan Devanathan, Executive Vice President, National Planning Director, Dentsu India Group and Soumitra Patnekar ,Strategic Planning Director at Grey Group.

Rishabha Nayyar set the ball rolling by observing that integration primarily meets the need of the clients who prefer integrated agencies for a good outcome. Narayan Devanathan added, “Business is all about turning utility into entertainment. We (agency/media houses/corporations) continue to see ourselves as service providers rather than focusing on ideas.”

This year, in a bid to facilitate practical learning and industry-student interactions, Symbiosis Institute of Media and Communication (SIMC) conducted a mentorship programme that was the final highlight of the Conclave. The programme had pre-shortlisted student teams interact and build their ideas, with help from designated mentors from the industry. These teams presented their work at the event, showcasing their ideas and creativity on the theme ‘The Great Indian Dream’.

 

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