Also accompanying him was Mr. Ashutosh Bhatt, part of the IBM HR Team and Programme Management, University Recruitment for India and South Asia region. They spoke extensively about the power of Entertainment and its role in increasing the ‘Brand Experience’ for its customers.

The talk mainly centred around IBM’s strategy to innovatively use new media and reach out to more and more people. Mr. Hiremath spoke passionately about the initiatives undertaken by the company to use digital media such as Second Life, U-Tube as well as traditional media such as CNBC UK, which are increasingly gaining importance with the youth.

He also stressed that IBM is a company which provides business solutions and elaborated on this by giving examples about the company’s role in programmes with National Geographic about DNA mapping to unravel the mysteries of common ancestors and also allowing the New York Police Department to develop a network which allows quick processing of data to fight crime.

The talk was concluded by Mr. Hiremath, by explaining a shift in marketing strategies of all brands in the face of changing consumer behaviour and therefore the need for innovative ideas to increase brand visibility, experience and recall.