Apeejay Institute of Mass Communication recently conducted a two-day workshop in Jagannath Community College on the topic ‘Digital Storytelling in AD & PR’.
The first day of this workshop started with Dr Pijush Dutta, Professor and Programme Director explaining to the students about ‘Digital Storytelling’ and sharing why ‘Big Ideas’ in the Advertising and PR sector play a crucial role. He further discussed the 7 key steps of digital storytelling, which also includes ‘How to generate and implement the big idea in Advertising and PR’.
Following his talk, the participants were shown 2 films – the first film was based on Google and another one was based on Rajasthan Tourism, which was created by AIMC students.
Subsequently, Prof. Pushpa Nair, who is a marketing and communication professional with over 25 years, spoke about different formats of PR and how event activation is supported with digital platforms like Facebook, Instagram, Twitter, etc.
After the sessions, Dr Pijush Dutta distributed the students in two teams – Group A (including 2nd year students) and Group B (consisting of 3rd year students) and he gave the ‘Valentine’ theme to the participants. The groups selected 2 brands that are 5 Star and Cadbury Dairy Milk and they had to make a presentation of a new ad film and PR campaign. The presentation was based on their insights, preliminary research and guidance they received from both the experts.
For the shooting of the ad film, Neeru Rana (currently studying in AIMC and an alumna of JCC) and Nikhil Srivastava (student of AIMC and an alumnus of JCC) helps the JCC students by sharing their views on how to operate cameras, how to frame an angle, details of composition and the art of storytelling through pictures, videos as well as editing.
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On the second day of the workshop, the resource persons showed the participants both the ad films. Prof. Mudita Raj joined the team of resource persons on the second day. The students were then asked to run a PR campaign or an event campaign, explaining the importance of creating an experiential digital campaign.
In the end, sharing their learnings, students presented their ideas and campaigns. Prof. Dutta and Prof. Raj gave their feedback and reviews. They appreciated the participants for their hard work and dedication towards the work and asked them to continue with the same spirit.
Explaining her experience, Neeru Rana of AIMC said, “My experience in this workshop was amazing. As an alumna of JCC, I got a chance to express my ideas with the current students. I’m so lucky I got this opportunity. My professors also shared valuable insights on topics like digital storytelling and the role of PR in today’s media world with the students and the learnings from this workshop have been innumerable.”
