Day 1 : 28th edition of the marketing conclave of IIM A
Insight'15, the 28th edition of the marketing conclave of IIM A, took off with a talk on "The Professionalization in Sports and its Management" delivered by the former Indian cricketer, Ajay Jadeja. Also on the dais for the inauguration were Prof. Dheeraj Sharma, Prof. G. Raghuram from IIM Ahmedabad, alongside Mr SP Dhal from the CBI.
Ajay talked about the changing face of sports in India and how it affects the players, coaches, team owners and the fans. He talked about how earlier the only product to sell was Indian cricket team while now cricketers have to choose between loyalties to different products and teams. At the end, he said, "sports is not about numbers, it's about the memories that stick for a lifetime."
Post his talk, the RJM auditorium was host to an IPSOS workshop on 'Market Research in a Brave New World'. Ipsos is a global market research company that is controlled and operated only by market researchers. The company is involved in understanding the consumer needs by paying careful attention to what they say and taking this information back to the companies so that they can deliver the best products and services.
The workshop focused on gathering relevant data from the internet by sifting through the unending tunnel of information, opinions and options. The workshop looked at how this is being done today to serve as the new dimension in Market Research and how traditional research has been adapted to serve the needs of online businesses in the new world - e-commerce sites, healthcare portals, travel & tourism websites and other start ups.
This was followed by the much awaited talk by mythologist, author and management guru - Devdutt Pattanaik. He spoke about the relation between marketing and mythology and how it is important to 'enchant' Indian consumers. He drew an analogy between the Hindi word 'aukat' and the english word 'brand' to emphasise that consumers' desire to purchase stems from their need for validation in society.
Also on offer were the speaker and workshop series by Prahlad Kakkar, the father of Indian advertising, who had the audience completely enchanted and taught them advertising through the 'story of an omelette' and the need to pay attention to detail.
Alongside the talks, the Insight team also hosted the Great Ahmedabad Mela in the football grounds. The mela events received enthusiastic participation from locals and students from nearby universities, ensuring a fun filled experience for all attending the fest.
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The Business event series of Insight also began with a bang with a brand new event, "Startup Manager" for all the budding entrepreneurs from top B-schools in India.
The day ended with a soulful rendition of spellbinding qawwali from Warsi Brothers, grandsons of Padmashri Aziz Ahmed Khan Warsi, Nazeer and Naseer Ahmed Khan Warsi.
Tomorrow, Insight 2015 will also host Disconnect, a unique flea market organized in collaboration with Project Cafe and Apical Reform. The focus of the marketplace is to bring forth and promote design culture, and about motivating individuals who express their creativity in all its myriad forms. The artists at Disconnect will be those who creative focus has been offbeat, different, tangential to the mainstream.
Also lined up is a showcase by Nrityavali International, who are sure to enthral the audience with their cultural dance performance.
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