Mark-E-xpress, the marketing society of Vivekananda School of Business Studies, VIPS organized a one day Marketing Conclave on ‘Demystifying Social Media Marketing’ on 26th October, 2018. The conclave, witnessing a perfect blend of eminent dignitaries from academia and corporate world, had a panel discussion scheduled in the first half of the day followed by MUBG (Marketer’s Unknown Battle Ground), a set of two student events, Ad–De-Bait and MADvertisers, scheduled post lunch.
The event was conducted in the Institute’s auditorium from 10 AM till 1 PM. Eminent panelists included Mr. Majid Assadullah, Senior Vice President, SBI Cards; Mr. Tejas Arur, Senior Director (Marketing & Business Development), Axtria Inc; Mr. S.N. Bhaduri, Director, Integral Media Solutions Pvt. Ltd.; Mr. Ishan Kailani, CEO, Digital Patang; and Mr. Saikat Sinha, Head of Marketing Strategy, Times Internet, who was also the moderator of the discussion.
The event started with lamp lighting ceremony, followed by Welcome Address by Prof. Rattan Sharma, Principal Director – VIPS. Prof. Sharma welcomed all the eminent panelists to enrich the audience with their knowledge to respond to challenges posed by social media marketing. He deliberated on the theme of the conclave by acknowledging the role of social media as it influences everyone’s life and is a powerful communication tool for marketers. He discussed cases of PepsiCo, Kurkure, Nestle Maggi and Dominos pizza, while calling social media as a double-edged weapon that needs to be handled by organizations in a matured and positive manner.
Dr. S.C. Vats, Chairman – VIPS graced the event with his benign presence, and was welcomed to shower his blessings on all.
Mr. Jatin Vaid, Convener – Marketing Society, delivered the Theme-Address. He emphasized on the need for business leaders to invest more resources on social media as challenges center on profound organizational issues like developing the right processes and governance structures to demystify its seemingly hazy nature.
Mr. Saikat Sinha, the moderator, conducted the discussion in two rounds. In the first round, he initiated the discussion with highlighting the importance of mobile phones for marketers to connect with their customers. He further discussed that social media marketing is much more than Facebook and Whatsapp and includes deeper issues like B2B marketing, role of governments, CSR and content design, while highlighting the case of IKEA and Godrej interio in the furniture market.
Mr. Majid discussed his experience with social media marketing in the BFSI sector in client profiling and customer decision-making process. Mr. S.N Bhaduri accentuated that content will always remain critical in all communications, providing competitive advantage to the brand. Mr. Ishan, in his discussion focused on the role of influencer marketers and artificial intelligence, in giving an impetus to the social media marketing campaigns of start-ups. Finally, Mr. Tejas took the focus of the discussion to the B2B side of the business, while citing examples of Wipro, HCL and Accenture.
In the second round of the panel discussion, Moderator, Mr. Saikat focused on the sub-theme of ‘partnerships in social media campaigns’. While setting the tone for deliberations, he cited the case of partnership between Delta Airlines and Tinder’s ‘World travellers are more likely to be swiped right’ campaign. Mr. Bhaduri focused on the partnership of Election Commission with Facebook in reaching out to new voters for the General Elections 2019. Mr. Tejas discussed about a very pertinent issue of data privacy and the importance of maintaining honesty and integrity in handling consumer data by organizations in the life-sciences sector. Mr. Majid, with his rich experience in the BFSI sector, talked about how banks are partnering with Government of India to promote ‘Digital India Campaign’ and reach out to their prospective customers to resolve their grievances, profile them to target suitable products and ensuring customer delight. Last, but not the least, Mr. Ishan discussed about the evolution of mobile phone technologies, especially voice search and augmented reality in understanding consumer psychology, giving examples of LensKart and IKEA.
After two exhaustive rounds of panel discussion, the conclave was open to audience for question and answer session.
Dr. Indira Bhardwaj, Dean – Vivekananda School of Business Studies proposed the vote of thanks. She expressed her gratitude to the panelists for enlightening the discussion with their rich insights and experience.
Later, Dr. Indira presented mementos to the esteemed panelists as a token of appreciation.
Ad – De – Bait:
AD-DE-BAIT, a debate competition was a part of the Marketing Conclave 2018. The venue for the same was conference room, B – Block and was held from 2 PM till 5 PM. It was an intra-college event, which saw participation of students from different departments and had a turnout of 14 teams, while their classmates made for a keen audience. Participating team comprised of two members and was given four minutes to perform.
Prof. (Dr.) Indira Bharadwaj, Dean, VSBS, graciously accepted to chair the event while Dr. Bimaldeep Kaur, Assistant Professor, Guru Gobind Singh College of Commerce (University of Delhi), Dr. Isha Rawal, and Ms. Sarah Ahtesham formed the jury.
The motion for the debate, “Are the social messages given out by advertisements, socially acceptable?” captivated the minds and brought forth some very interesting perspectives from the debaters and the audience. Sensitive yet important topics like feminism, racial differentiation, fat shaming, homosexuality and the #MeToo movement’s importance were amongst a few themes of this event. Being the extraordinary event that it was, participants were shown certain advertisements depicting social messages and were asked to debate their opinions on it. The challenge was a pleasant surprise for the debaters, as they accepted it with a great enthusiasm.
Two best teams were rewarded. Aaditya Kapoor and Akanksha Sharma from VSLLS secured the first position and won a cash prize of Rs. 2,000/-. Also, Chhavi Sharma and Kartik Rateria from VSBS secured the second position, winning a cash prize of Rs. 1,000/-. Also, Kritika Sharma, of VSBS, was adjudged the Best Speaker.
MADvertisers, the Ad-Mad Competition was organized in the auditorium from 2 PM to 5 PM. The esteemed judges for the event were Dr. Anuradha Nanda, Assistant Professor at Sri Guru Gobind Singh College of Commerce (University of Delhi), Dr. Poonam Khurana, and Ms. Misha Mehta.
A total of nine teams registered for the event. The first round of this power-packed event was the qualifying round and revolved around the theme of ‘Not so product like name’, with an idea of anti-product names. The products were allotted to various teams with a draw of lots, in a way that they opposed the general utility of that particular product. The participating teams were judged on the creativity and originality with which they presented the advertisement concept.
At the end of the first round, top five teams were shortlisted for the second round with the theme ‘Well, I’ve gotta sell me’. Here, the qualifying teams were randomly given a product, they had to enact being that product and prepare a creative advertisement for the same. Each team was given one minute to perform.
Finally, the team ‘Indian Musketeers’ with their ad on lipstic was adjudged the best and won the first prize of Rs. 3,000/-. Also, team ‘Mashaal’ with their ad on diaper, won the second prize of Rs. 2,000/-. Moreover, a special prize, rewarding an exceptional performance was awarded to Hrithik Yadav, a member of team ‘Indian Musketeers’.