BrandCraft 2018, the 3rd International Conference on Marketing was organized on 10th Feb.2018. The theme of the conference was “Brand Sustainability in the 21st century”. Brand Craft-2018 provides a platform to discuss the branding strategies, processes and practices to nurture brands that can sustain a brand in the dynamic, ever-changing market filled with fierce competition.
The day started with the Inaugural ceremony followed by welcome address by Dr. (Prof.) Rakesh Premi, Director, GHS-IMR, who immediately set the tone of the day by pointing out that sustenance of brands is emphatic, brands faltering on sustenance land up in Brand Morgue (topic of the day, post lunch). He then invited the Chief Guest of the event Mr. Neeraj Ghaywan, film director of internationally acclaimed film Masaan, winner of Indra Gandhi Award for the best Debut film at 63rd National Film award, International Federation of Film Critics Award (FIPRESCI) and Promising Future Award at the Cannes Films Festival.
Mr. Ghaywan, explained that in the fiercely competitive market it is not only necessary to have a good product but also the right promotion techniques, besides the appropriate price. He had seen the number of good movies failing to reach the screen because of poor strategy, thus landing in the movie morgue. Right strategy can see a good movie kiss the success of silver screen without heavy investments.
Ms. Tripti Kappu Sharma, Screenwriter and the first Keynote speaker of the day added that the current economic scenario demands us to be economical, mass-appealing and innovative, besides being efficient. The fundamental holds true for script writing and product branding alike. Ms. Itishree Agarwal, Brand Marketing Manager, Dainik Jagran, the second keynote speaker and an alumnus of GHS-IMR, shared her experience from CNBC18, Hindustan Times Media and now with Dainik Jagran - a decade of the digital era in marketing. She deliberated on Brand Visibility, Brand Awareness, and Customer Engagement.
The post-tea session saw the panel discussion on the topic “Diversity of Marketing Landscape” moderated by Dr. Shekhar Trivedi, Professor GHS-IMR, the members were Mr. Vivek Mishra, AGM Media and Marketing Parth Infra, Mr. Akarshan Jaiswal, Copywriter, Radio Mirchi, Mr. Saurabh Bajpai, Distribution Head, Idea Cellular Ltd., Mr. Shashank Tripathi, Manager, Z-Square Mall, Mr. Siddharth Dwivedi, ADM Jhonson & Jhonson.
The eeriness of the Brand Morgue was brought to life as the students dressed as undertakers entered the auditorium, unveiling the prematurely dead brands one by one in the post-lunch session, aptly titled –Brand Morgue. The session saw the presentations by student groups of various colleges explain the cause of failure of the dead brands. Their presentations were evaluated and quizzed by judges, Mr. Anurag Bajpai, AVP, Parth Infra and Mr. Manu Rastogi, Group Manager, New Product Development Goldiee Group. Around 21 teams from 10 different colleges fought it out on the floor. Eventually, the three winners were selected, first placeholder receiving a cash prize of Rs. 3000, second placeholder receiving Rs. 2000 and the third Rs. 1000.
The event came to an end by a thanks vote from Dr. Bhagwan Jagwani. The students also set ablaze the theme of BrandCraft 2019 “Ghost Brands”.