Let’s Expresso was one of the proud partners of Communiqué that happened on 22nd November 2020 with the theme “BRAND STORYTELLING: FABLES WITH THE POWER TO CHANGE THE WORLD.”
ILLUMINATIX, the Media and PR Cell of XIMB hosted its Annual Media Conclave in all excitement and success.
The 7th edition of Communiqué saw prominent speakers unfold the secrets behind some of the most mesmerising campaigns. Let’s hear from the 4 esteemed panelists about their strategy and story behind their brands.
The first speaker, Mr. Nilesh Mahajan, Vice President of Reliance Jio enlightened the students about the story of Reliance Jio as a brand. He begun from the inception of its very idea to the most important consumer insights that were vital in building the brand. Capturing the essence of Communiqué’20 perfectly, Mr. Mahajan spoke about the essence of building a brand that sells and at the same time adds value to customers’ lives by addressing their present needs and anticipating the prospective ones.
The second speaker, Mr. Prashant Aneja – Senior Brand Manager at Flipkart enlightened the students on different aspects of brand storytelling that shapes consumers. He also identified the pulse of brand storytelling by walking the online student audience through some iconic brand campaigns.
The third speaker, Mr. Shahbaaz Mohammed, Senior Brand Manager at Zydus Wellness Ltd. initiated the discussion by informing the audience about the elements of branding like head lifters, the functional benefit versus emotional insight, and narrative fallacy. He emphasised branding as being a function of creativity and concrete research and insight. From brand seeding to viral content marketing, Mr. Mohammed took the students on a journey through brand storytelling by visiting yesteryear ads that touched hearts.
The fourth speaker Mr. Bodh Deb – the Vice President and Branch Head at AutumnGREY, Mumbai shared the significance possessed by the “moment” in brand storytelling, regardless of the moment being a fixed or a fluid one. He emphasised on the necessity of brand stories to mirror the society & deliver purpose rather than relying on mere drama for consumer engagement. As per him, real-life stories serve as the muse that serves as the crux of brand storytelling with superior impact.
The compelling discussions were followed by an interactive Q&A session that saw an exchange of thought-provoking answers to equally intriguing questions posted by the students.
The conclave also saw the felicitation of the winners of the national level competitions held as a run-up for Communiqué 2020. The event was concluded by Mr. Amrit Anand Mohapatra, the student coordinator of IlluminatiX with a heartfelt vote of thanks.