Delhi-based Mass Communication Institute concludes academic session with annual showcase of brand case study

The students of Corporate Communication and Event Management as well as Advertising & Marketing Communication from Apeejay Institute of Mass Communication (AIMC), Dwarka, successfully concluded their academic session with an annual showcase of brand case study. They used hypothetical products for selected brands and applied a 360-degree approach to launch them.

The event was graced by the presence of Ms. Madhavi K Guha, Sr. Vice President – Strategy, Mullen Lowe Lintas; Ms. Sujata Soni Bali, Director, Miran Production (Events) and Mr. Arijit Sengupta, Group Creative Director, FCB Ulka. Other distinguished guests present were Prof. Ashok Ogra, Advisor, Mass Communication and Dr. R.P. Hooda, Emeritus Professor, Apeejay School of Management.  

The programme started with a welcome remark extended by Prof. Sajal Mukherjee, Director of AIMC, followed by the annual showcase briefing Prof. (Dr) Pijush Dutta, Professor and Program Director at AIMC..

The event featured 4 teams: Team Unique, Edellens, Lintastic, and OG Sphere. Each team presented their brand case study to guests, while highlighting their research, business model, consumer behaviour analysis, focus group discussions, and integrated marketing communication plans.

Team Lintastic launched the new service “Chef on the Go” for Swiggy, while Team Unique introduced the Corporate Social Responsibility (CSR) campaign for Meta India’s “Indian Sign Language content.” Team OG Sphere launched Voice Assistant in regional dialects for Vodafone Idea, and Team Edellens launched their CSR Campaign for Taj Hotels for Self-Defence Training for staff of the Taj Group.

The presentations were well received by the guests, who also asked questions after each presentation. The event showcased the students’ understanding and mastery of the subject matter, as they were able to confidently answer questions and provide additional insights on their respective brands.

Dr Pijush Dutta, Associate Professor and Programme Director at  AIMC expressed, “As a mentor for AIMC flagship Brand Case Study, I can say that I am proud of the work our students have done. I am reminded of a quote by Albert Einstein, “Creativity is seeing what others see and thinking what no one else ever thought.” I believe that the campaigns by our students were truly creative and eye-opening.”

Adding further, Sajal Mukherjee, Director of AIMC, enlightened the students with his motivational words. He said, “The Annual Showcase of Brand Case Study is a platform for students where they get the opportunity to display their creativity, professionalism and communication strategies they have built over the period of 8 months. The presentations in the showcase were a resounding proof of the creativity and professionalism of the students of AIMC. I am confident in saying that these students will be the future industry stalwarts.”

Sharing her experience, student Lakshita Kandpal from Team OG Sphere said, “Brand case study has been an 8 months long project for us. During the duration of this project, we have learnt teamwork, time-management, soft skills as well as technical skills. We have also learned a lot about advertising and public relation and how the industry actually works. So, it has been a great insightful project for all of us, and I am sure it will help us become more professional and industry-ready.”

Another student Shaqvi Kaul, who was part of team Edellens highlighted, “For our project, we collaborated with the brand Taj and did a CSR Campaign for them. We also prepared a television commercial for our project and we have done a full 360-degree IMC campaign for our project. It has been a wonderful journey with a lot of crises and hence, that is how we learn about crisis management.”

Overall, the event was a success as it provided an excellent platform for students to showcase their creativity, strategic thinking, and communication skills. Additionally, it gave them a chance to gain practical experience and prepare for their future careers in the field of mass communication and marketing. This event was indeed a fitting conclusion for the academic batch of 2022-23 at AIMC.