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A PANEL DISCUSSION ON

ADVERTISING - IS IT ALL ABOUT CREATIVITY OR STRATEGY?

National Institute of Industrial Engineering

Friday, 25th March, 2011

2:30PM Onwards

Venue: Auditorium, NITIE, Mumbai



Business World ranked NITIE as the 5th best B-school in the country in 2009 & 2010

B-School rankings and 3rd in placements in 2009

Ranked 6th in the MBA Universe B School Survey 2010

Best Management Institute of the Year (2009): Bombay Management Association

Outlook C-fore rankings (2008) ranked NITIE as the 5th best B-school in the country

Business World (2008), ranked NITIE as the 8th best B-schools in the country

Ranked 6th in the Competition Success Review-GHRDC B-School Rankings (2008)

Ranked in the Super-League (Top-10) in the Business Standard B-school survey (2008)

Ranked 9th in the “Top B-schools in India” survey: HT-Mint and C-fore (2008)

AIMA (2007) survey gave NITIE a rating of Super League (TOP 10)

Outlook C-fore rankings (2007) ranked NITIE as the 8th best B-school in the country

Business World (2007), ranked NITIE as the 8th best B-schools in the country

-School Rankings

nd NITIE:

“top-10” tale



NITIE

NITIE, established in 1963 is one of the leading institutes for Management education in India. NITIE is an

autonomous body under Ministry of HRD, Government of India and is governed by a Board of

Governors, comprising eminent personalities from Government, Academicians and Industry. Since its

inception, NITIE has been providing solutions to complex industry problems, taking cognizance of ever

changing needs of the dynamic business environment. Located in the picturesque surroundings of north

Mumbai and flanked by Powai and Vihar lakes, it provides an ideal ambience for academic pursuits for

young budding managers. NITIE has grown from strength to strength, emerging as one of the premier B-

schools of the country. It may be pertinent to mention here that NITIE has been consistently ranked

among the top ten management institutes of India.

The Post Graduate Diploma in Industrial Management (PGDIM) was conceived in 1994 with the objective of

institutionalizing change and leadership in business. The PGDIM programme adopts unique cross functional

approach which does not confine the student to the rigid boundaries of a management function. The PGDIM

course has come to be recognized as one of the premier Post Graduate Management courses in the country.

A recent addition is the PGDITM course, for IT management and is sure to be a force to reckon with.



THE SAMIKSHA-SERIES

Samiksha, with the motto of “deliberations on matters that matter”, is a series of panel discussions on

contemporary business themes which provides a platform for the students and eminent corporate dignitaries

to interact with each other. The series of discussions will help the young business minds to focus on winning

strategies- both in the present and future. It is of utmost importance to management students to stay abreast

with the developments in the industry. The quest for knowledge needs to be taken beyond the confines of the

classroom. A comprehensive understanding of the way the industry works is necessary to complement what is

taught in the classroom. And who better to hear it from than pioneers from the industry themselves!!

The Samiksha series has covered in depth, all the spheres of Management like Operations, Finance,

Consulting, Marketing, and HRM. We made a humble beginning with the series Disha, focusing on strategies

for the next millennium, under which a series of panel discussions were organized covering varied

contemporary business functions, attempting to decipher what direction businesses would take in future.

With the challenging times ahead, and a fundamental shift in the business environment, we unveiled a new

series- Samiksha. The Samiksha series attempts to look at businesses in this new millennium. This series of

discussions will also help the business minds- both present and future, to focus on winning strategies.

“Coming to NITIE and exploring the nuances of this business theme wa

an enriching experience. NITIE has taken an excellent initiative in its

endeavour to foster industry to institute interaction and events like this

should be encouraged.”

Niranjan M Rajadhyaksh

Bureau Chief, Business Wor



SAMIKSHA

2011

ADVERTISING - Creativity or Strategy?

Haven’t we all been forced to turn our heads from a conversation and notice an advertisement

or a jingle? Do all ads make our heads turn? Human nature is such that different and creative

aspects catch our attention whereas regular things don’t. During the barter system days,

people used to decorate their goods and keep them fresh so that people would be interested

in buying them. This is how advertising was born. Advertising is the ability to sense, interpret...

to put the very heart throbs of a business into type, paper and ink. It has grown leaps and

bounds and has created a significant impact on the way the industry works. Every

advertisement is a contribution to the complex symbol which is the brand image.

Numerous revolutions have taken place in advertising ranging from Hamara Bajaj to Vodafone

3G but still the concept remains the same, you need my attention for 30 seconds, you have to

earn it. Though the advertising revolution got started online, some of the new techniques are

already finding their way onto streets and walls and even into clothing pockets around the

world. Perhaps just five years from now, companies will be able to routinely and inexpensively

embark on ad campaigns that hit exactly the right prospects -- and hardly anyone else -- with

entertaining, hard-to-ignore messages that can follow people via new high-tech media into

their cars, offices, living rooms, and bedrooms. For companies that master the new

techniques, the payoff is potentially enormous: a big jump in customer mindshare while

holding the line on marketing costs.

Advertising – Creativity or strategy? is the essence of our discussion at Samiksha on March

25th . We bring together stalwarts from the advertising industry to go to the core of

advertising and break it down step by step for us. What thought processes are required , who

makes the decisions , recent trends in advertising , ideas that clicked and made it big ,

technology in advertising , the future ,where it all begins and ends , a complete dissection of

Advertising , if you would like to call it that.

.



ow the combination of both the concepts has turned around the

hinking in advertising industry?

What is that “Next Big Thing” on the horizon?

How an adjustable and practical balance has to be maintained whe

thinking of the success of an advertising campaign

ow can advancements in technology aid the advertisement

dustry?

What are the different attributes that influence the advertising

industry?

Samiksha gets you all the answers



dian Telecom - The Next Wave

ral Marketing: The Promise, The Challenge

anaging the Mystic Trio – Financial System, Inflation and Oil

emand driven supply chain – Benefits and Challenges

here is the Rupee Heading?

dian Companies on a Global Acquisition Spree - Benefits and Fallouts

dian Financial System : Reflections on Reforms & Trends

revious Panel

iscussions



Event Details

Friday, 25th March, 2011

2:30PM Onwards

Venue: Auditorium, NITIE, Mumbai

Agenda

Welcome address

Inaugural speech

Introduction of panel members

Individual Presentations(15 min)

Panel discussion (45 min)

Interaction with audience (15 min)

Vote Of Thanks

Mr. Sunil Bandu Head-Rural Business Tata Teleservices

Mr. T Seshu Kumar Business Head ITC-IBD

Mr. Anurag GuptaPresident – Strategic Initiatives

and IntegrationMUDRA

Mr. Dharmakirti Joshi Director & Principal EconomistCenter of Economic Research,

CRISIL

Mr. Anindya Dutta MD & Head Capital Markets Calyon Bank

Mr. Sunder Iyer Partner Price Waterhouse Coopers Pvt

Ltd.

Mr. Prabal Banerjee CFO Hinduja Group

Mr. Pinakiranjan MishraPartner – Risk & Business

SolutionsErnst & Young

Mr. Narasimhan Head (Direct Marketing) P & G

Mr. R. Balaji Head, (D&L) Cadbury India

Mr. Udai Upendra VP (HR) Colgate Palmolive

Mr. Robin Banerjee General Manager Hindustan Lever Limited

Mr. Arvind Mahajan

Partner – Communication Sector

and Strategy & Change Services IBM Business Consulting

Mr. Abhinav Sinha Principal Boston Consulting Group

Mr. H. RajaramExecutive Vice President

(Finance)Blue Star India Ltd.

Mr. Arun Patankar Principal Advisor CII, Mumbai

Mr. Yezdi NagporewallaNational Industry Director,

Industrial MarketsKPMG

Mr. Atin Saha

Director, Private Wealth

Management Deutsche Bank

Mr. Vijay Mehra Consultant McKinsey & Co.

Partial list of panelists who have graced the panel discussions at NITIE

(in chronological order)

Documents

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