The 4th International Conference on Marketing- Brandcraft 2019 was organized at Dr. Gaur Hari Singhania Institute of Management and Research on 6th February, 2019. To stay relevant, companies must adapt and evolve, which means finding new ways to disrupt the economy and recapture market share. Thus, keeping in line, the theme of the conference was “Disruptive Branding through Innovative Marketing Strategies”. Brand Craft 2019 provided a platform to discuss the branding strategies, processes and practices to nurture companies that can sustain a brand in the dynamic, ever-changing market filled with fierce competition.
The day started with the inaugural ceremony and then the 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.
This was followed by an address by the Chief Guest of the event Mr. Abhishek Kapoor, SVP, Strategy, Regency Healthcare. He parried with the theme of the summit by giving examples of disruptive changes in the healthcare industry and how it is impacting us.
Mr. Swadeep Patil, Founder, Dr. Charcoal, 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.
Dr. Devashish Dasgupta, Associate Professor, Marketing, IIM-Lucknow, the second key note speaker of the day, explained Disruptive Branding through product innovation with example of Airbnb, Uber, and Salesforce as the new age disruptive brands.
The post lunch session saw a presentation session given by Ms. Hansini Premi, Research Scholar, MNIT, Jaipur on the topic ‘Sustainable Green Marketing’. Later, followed a panel discussion on the topic “Challenges in marketing of Green Products in India” moderated by Dr. Monica Sharma (Associate Professor, MNIT, Jaipur). The eminent experts included Mr. Saurabh Garg (Programme Manager, Oracle), Mr. Saurabh Bajpai (Head, Organised Channel, Vodafone Idea India Ltd.), Mr. Amit Tewari (CEO, MKT Software) and Ms. Anjali Singh (Founder, Jute for Life).
In the valedictory session, Mr. Nachiket Kuntla, R&D Head, ‘Help Us Green’, summarized the day’s proceedings emphasizing on the need for identifying the disruptive changes happening around us which necessitates our understanding of Disruptive Branding, thus keeping a manager a step ahead of his competitors. His message was “see the change, become the change and then propagate the change.” He also explained how his venture ‘Help Us Green’ is using waste flowers collected from the temples in producing various useful products.
The program was anchored by Vidisha, Riya and Harkirat. The conference ended with a Vote of Thanks by Dr. Shekhar Trivedi, wherein he not only thanked all the experts for sparing their valuable time to grace the occasion, but also the entire back end team for making the event possible.
The conference was made successful by the participation of students and faculty of GHS-IMR and from other prominent institutes of the city as well as outside.