Communique 2019 – Evolution of Media: The Nexus of Brand Transformation

Illuminatix, the Media and PR Cell of XIMB organized their annual media conclave ‘Communique’ on 1st September 2019. The theme of the discussion was “Evolution of Media- The Nexus of Brand Transformation.” 

Mr.Yuvraj Mehta, Head- Corporate Brand Management and Communications, Larsen and Toubro, Mr.Digvijay Shekhawat, Senior Vice President, Ogilvy, Mr.Manish Jhaveri, Senior Creative Consultant- IBD and Da Cunhas, and Mr.Bibhu Ranjan Mishra, Associate Editor, Business Standard, were the esteemed speakers of the occasion. Professor Sandip Anand, Professor of Marketing, Xavier Institute of Management, Bhubaneswar, served as the moderator for the discussion. 

The dignitaries inaugurated the event by lighting the ceremonial lamp. Professor Sandip Anand started the session by briefly elucidating on the topic.

The first speaker, Mr.Yuvraj Mehta talked about how social media has revolutionized media. He cited the example of the MeToo movement and how a single tweet through digital media spread like wild-fire. Within a fortnight, there were 2.3 million tweets, 24 million facebook posts that spread across 85 countries. Further, he talked about how brands are moving towards online marketing as it not only provides better engagement with the customers but also better return on investment.

The second speaker, Mr.Digvijay Shekhawat started by explaining the concepts of Strategic Marketing and Data-Driven Marketing. He talked about how brands are specifically targeting their ‘ideal buyer’ rather than selecting a broad market. He further gave insights about various successful marketing campaigns like GoPro’s ‘Photo of the Day’, IBM’s ‘Call for Code’.     

The next speaker, Mr.Manish Jhaveri started by drawing an analogy between Bob Dylan’s song ‘The time they are a-changin’ and marketers who need to keep up with change otherwise they will be left behind. He talked about topicality and witty one-liners, something which has always been  Amul’s strong suit. “Before Twitter, Amul used to be the twitter with its witty one-liners.”

Mr.Bibhu Ranjan Mishra was the final speaker of the day. He spoke about the rising issues of misinformation on social media. He told that although social media is becoming the preferred medium of communication, traditional mediums cannot be ruled out as they are still known for their authentic content.

The panel interaction was followed by an interactive question and answer session, where students posed inquisitive and insightful questions. This was followed by the launch of the 4^th edition of ‘Communique’ newsletter. The eminent speakers felicitated the winners of ‘Communiquiz’, a quiz competition organized by Illuminatix in association with XQuizzite on 20^th August 2019. 

Ms.Kriti Sinha, the student coordinator of Illuminatix delivered the vote of thanks to all the dignitaries, media partners and concluded the event.

ABOUT XUB

Xavier University, Bhubaneswar (XUB) was established in accordance with the Xavier University Act 2013 and was inaugurated on the 7th of July 2014. The University is India’s first digital University and an institution of higher learning for imparting professional and technical education. It is a self-financing institution of higher learning for imparting professional and technical education. XUB offers its Masters in Business Management through its flagship school, XIMB. It also offers Masters in Human Resource Management through Xavier School of Human Resource Management, Rural Management through Xavier School of Rural Management, Sustainability Management through Xavier School of Sustainability and graduate programme in commerce through Xavier School of Commerce. Apart from these it has proposed to set up other schools of higher learning in various areas like Public Policy, Sustainability, Media & Communications, Finance, Education and Centers of Research in Public Policy & others.

ABOUT XIMB

XIMB, a 29 years old business school of global repute is the Flagship School of Xavier University. Inspired by the Jesuit spirit of ‘Magis’, or excellence, XIMB strives to be a premier institute globally recognized for management education, training, research, and consulting that help build a just and humane society. The Institute today has become widely recognized for its excellence in imparting management education. It is counted among the leading management institutions in the country. 

For more information please contact:

IlluminatiX, Media & PR Cell of XIMB
Email: media@ximb.ac.in
Phone No: +91 9658487219