Workshop by Mr. S. Subramanyeswar, National Planning Director, Lowe Lintas & Partners[/b]
Club Baczar, the Marketing Club at JBIMS, organized a workshop by Mr S. Subramanyeswar, who is the National Planning Director with Lowe Lintas & Partners on 20th January, 2013. Mr. Subramanyeswar has spent more than a decade and half in advertising and marketing. Some of the brands he anchored include Citibank, Colgate, Procter & Gamble, General Mills, Tata Tea, Nestle, Hyundai and Sony Ericsson. The passionate academic that he is, Mr Subramanyeswar had just written his first book ‘Chattering Classes’ that deals with building brands in a digitally connected conversational world. Needless to say, the workshop was a huge success as seen from the feedback from the students. Karan Mehta, a student from MMS 1 says, “It is always a pleasant experience when the combination of a successful industry personality & an academician come together. We were lucky to have one of them to share his experience and his theories on what a ‘brand’ actually means in the contemporary world. He started off with recommending a couple of good reads, ‘The Ultimate Decision’ & ‘Pour Your Heart into It’. He took us into the simple understanding of what makes a brand work and what doesn’t. His explanation of what a brand would be if it came to life was truly capturing, especially when he attributed human qualities and evolving human nature over the years. The human identity of a brand today is its purpose – to be a part of something bigger than itself. It is no longer what people buy, but what they buy into. The point of view of a brand is its identity and its promise is the backbone. One of the best parts about the interaction was the live digital cases showed. Also, how a number of established brands like Nike, Apple, etc. decide & deliver their brand points-of-view and promises, was discussed briefly with us. The story of a brand he personally worked on, IDEA was fascinating. Through the various commercials of ‘IDEA’ shown, he beautifully explained his concept – ‘Expression may be of time, but value is timeless’. It was one of the truly enriching experiences an MBA student could have asked for”
“Being a part of a prestigious institute like JBIMS has its own perks. One of which is the Industry exposure we get here. The workshop mainly covered aspects on Advertising & Marketing, where Mr. Subramanyeswar introduced us to the finer aspects of understanding the ethos of an advertising campaign. After highlighting the changing rules of advertising, he spoke about the new media available to reach out to the customers and in particular viral marketing. The students found the videos highly engaging. The session was both highly informative and entertaining and the students got a peek into new age advertising.” Says Gaurav Jaiswal from MMS 1.
According to Ashwini Singh, MMS 1 - "The session was very enjoyable because it was interactive and full of insights on how Brands are developed. Brand Point of View was an interesting concept and Mr. Subbu made sure that audience could get a good grasp on it through relevant and entertaining examples. The Digital Cases shared during the course of the session offered multiple perspectives on successful brand engagement strategies. Lastly, the point about humanizing brands was extremely well made and will greatly help students in internalizing a consumer insight and foresight based approach towards brand building."
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