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‘Meet the CEO’: Students learn about ‘experiential marketing’ from industry expert

Tarun Aggarwal, CEO and co-founder, Communique India, shared several case studies during the session



Apeejay Institute of Mass Communication (AIMC) strives to make students industry-ready. This is achieved not just by inculcating skills but also by providing avenues whereby budding media professionals can interact with industry experts and learn from their experiences.

AIMC recently organised a “Meet the CEO” programme where students got a chance to hear from Tarun Aggarwal, CEO and co-founder, Communique India, who spoke on “experiential marketing”. Communique India, which has worked with more than 100 brands, has an enviable client portfolio including Tata, Google, Facebook, Nexa, and Timex, to name a few.

A marketing professional with over two decades of experience, Aggarwal addressed various pertinent topics, from marketing strategies to long-form and short-form creative writing. He also went on to discuss some important marketing campaigns of prominent brands like ‘Honda Homecoming’ campaign, ‘Born of Instagram’, Facebook’s ‘Game of Tribes’, and Maruti Suzuki’s campaign for Brezza, to name a few.

Also Read: What makes AIMC an attractive destination for studying mass communication?

He explained how each of the campaigns designed was unique to the audience it targeted to ensure a better consumer experience and thereby increase the brand’s reach. Students from various departments including Advertising and Marketing Communication, Television and Radio Journalism, and Corporate Communication & Event Management, attended the event.

“The whole class was very happy with the session. We got valuable insights into campaigns done by Communique India as well as on-ground reality checks. This will serve us as a guiding tool for our future professional pursuits,” said Rahul Gupta, who is pursuing Advertising and Marketing Communications.

Disha Roy Choudhury is a Principal Correspondent at Apeejay Newsroom. She has worked as a journalist at different media organisations. She is also passionate about music and has participated in reality shows.