The Marketing Club at IMI New Delhi organized a Business Thought Leadership session on “The Contemporary Trends in Advertising” at RPG auditorium. Mr Sanjeev Bhargava, the Managing Director at JW Thompson conducted the session and turned it into a great learning experience, with enriching interactions about the current trends.
Mr Bhargava started the session with the discussion on understanding the basic concepts of advertising and branding. The whole session revolved around the objective of giving students a wide perspective of “how to create good advertising.” While giving examples of advertising strategies of age old brands like Coca Cola, Pepsi and Starbucks; he emphasized on the idea of change in approach and maintaining consistency in the promise made by brands in the context of their advertisments. Other cases he quoted were of Nike, Whirlpool, Sundrop, and Lifebuoy to name a few. Evolution is very different from change, he said.
He also talked at length about various concepts such as “Awareness vs. Attraction of Consumers” in the context of advertising, quoting examples of brands like Paperboat and Indigo. Other topics he went on to talk about were Selective Retention and Exaggeration of truth . He spoke about his personal experiences at Pepsi and Naukri.com, where he lead the advertising campaigns and hence enlightened the students at IMI with his thoughtful insights.
Every now and then, he came up with anecdotes and examples of popular brands to explain the concepts better, retaining the enthusiasm of students and keeping them bubbling with curiosity. By the time the session was wrapped up, the students still wanted answers to many of their questions and he went on to explain at length, giving contemporary and relevant examples.
Professor Nalin Jain, Marketing Area Chairperson concluded the BTL by felicitating Mr Sanjeev Bhargava with a memento as a token of gratitude.
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