A workshop “Framework to lead Advertising Development”

Prabal Chaudhri – MBA from Kellogg School of Management, a trained marketing leader with strength in brand building, digital marketing & business development was held on October 6, 2015.

Mr. Chaudhri communicated that memorable ad campaigns create a visceral response, but leaving an impact through advertising in today’s digitally enabled, multiplatform ad universe, is an increasingly elusive goal. He opined that it is not an easy job to come up with an advertisement that is truly memorable. But it is about being different from one’s peers and finding a way to engage the consumer’s consciousness that the ad makers aim at.

He also correlated the role of advertising well with creating unique ‘Brand’ and ‘Big Idea’. He told that while designing a wholesome campaign the role occupied by various components of brand should be measured. He quoted examples of few such brands like Gillette clean shave, Rome Chocolates etc.

He also talked about ‘Big Idea’ and shared that momentum is building around the pursuit of big ideas. Today’s consumers face an abundance of brand choices when they shop, but too often they lack compelling reasons to choose among all the viable options. It makes the creative development process flow more efficiently thus leading to better creative work and stronger in-market results.

Mr. Chaudhri engaged the students in generation of advertisement ideas and conveyed the intricacies of the processes through interesting exercises.


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