Annual Marketing Seminar of IIM Kozhikode, Synapse 2006, Achieves Resounding Success

Annual Marketing Seminar of IIM Kozhikode, Synapse 2006, Achieves Resounding Success

Talking about In-film publicity, the current flavor of the market, he said that models such as NTIV and Q-Ratios help in objectively assessing the value of such placements.

Drawing a parallel between eco-systems and the entertainment industry, he went through the various aspects of content management at every stage of the evolutionary chain.

In a very lively session, he discussed various Yash Raj movies and the TV series Lost, as cases to support his viewpoint on the importance of content and the new realities being created for the viewer. Creating promotional content that is interesting in itself will be the way to go as far as publicity is concerned, he stressed. He ended on a high note by running through the marketing strategy for Dhoom 2 that is formulated on this model, and will take movie marketing to a new level.

On the whole, it was a mind-stretching exercise in which the basic premise of marketing as a cost centre was challenged. The event was highly appreciated by all participants. As Shayonima Ghosh, a first year IIM K student said, "The sheer breadth of topics discussed was exhilarating. So many misconceptions about marketing as a career field were clarified. The Yash Raj Films session was especially fascinating."

The event also featured a paper-writing competition on the highly-relevant topic, "Grocery Retailing: Facing the 'Kirana' Challenge", which received over 200 entries from the IIMs and other top B-Schools.

Concluded.

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Contributed by -
Media Cell Team,
Indian Institute of Management Kozhikode,
Kozhikode, Kerala.

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