Advertising: Is it all about creativity or strategy
Venue : NITIE Auditorium
Time : 2 30PM
Date : 25th March 2011
Samiksha – March 25 , 2011
Samiksha-a series of panel discussions on contemporary business themes was born out of a need for greater interaction between the industry and academic community. Successfully bringing together the experts from the industry and the students for the last ten years, it has provided a platform for the students and eminent corporate dignitaries to interact with each other, focusing on forces that would be instrumental in shaping the businesses in the future. Samiksha at the same time has been a step towards the integration of theory and practice through better communication with the industry.
March-2011 edition of Samiksha held a panel discussion on ‘Advertising – Is it creativity or strategy ?’. Numerous revolutions have taken place in advertising ranging from Hamara Bajaj to Vodafone 3G but still the concept remains the same, you need my attention for 30 secs, you have to earn it. Though the advertising revolution got started online, some of the new techniques are already finding their way onto streets and walls and even into clothing pockets around the world. Perhaps just five years from now, companies will be able to routinely and inexpensively embark on ad campaigns that hit exactly the right prospects -- and hardly anyone else -- with entertaining, hard-to-ignore messages that can follow people via new high-tech media into their cars, offices, living rooms, and bedrooms. For companies that master the new techniques, the payoff is potentially enormous: a big jump in customer mindshare while holding the line on marketing costs. The panel comprised of eminent personalities from the Advertising Industry.
P K Anil Kumar-Senior Creative Director - McCann Erickson, Mumbai
Raghu Bhat - Founder & Director - Scarecrow Communications Ltd & Founder, Fungus Designs
Mukesh Anand - Principal Consultant - RKS BBDO
Mansi Trivedi - Planning Director - Saatchi & Saatchi
Nanda Kishore Sethuraman -Head Marketing & Customer Service- Bharti AXA Investment Managers Pvt. Ltd.
Ravi Banka - CMD, Eggfirst Advertising
Rizwan Khatri - National Head Sales & Marketing - Governance Now
Sashi Sinha - Sr. Vice President - Laqshya Media
Moderator : Mr. Prasen Agali , Managing Partner at GCA Consulting
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They discussed the topics in two main perspectives. The strategic perspective and the creative perspective. Numerous analogies were thrown in by the panelists when discussing the root of advertising. Majority of panelists agreed that Advertising is a combination of strategy and creativity, which needs to have the right balance to be successful. Personal experiences like the launch of DNA newspaper and the re launch of Raymond’s suits shared by the panelists kept the audience engrossed in the discussion. Mr.Raghu Bhat impressed the audience with episodes from the initial days of his company ‘Scarecrow’ . The video about NITIE and Samiksha impressed the audience and the panelists present in the auditorium. The students were captivated by the plethora of perspective offered by the panelists.
As a new initiative this year a Poster Making contest on the topic ‘A day in the life of Mumbai ‘ was launched and the response was overwhelming . The Winning team was awarded a cash prize after the conclusion of Samiksha. Team Samiksha hopes to make innovations to the existing panel discussion model of the event. So expect a bigger, better and more informative Samiksha, the next time you walk into the panel discussion.
