IMC Journal Part 4

Alas I missed it! :(    I couldn't be the part of the campaign launch. Being the Placement Coordinator has its own drawbacks. I was in Delhi when all fun and preparation for the final presentation was going on. Anyways, I got to contribute in my small way by writing the cover page of the write up for the campaign which i would like to share here. I would be sharing the unedited version (which was later edited by Arko). 

Have you done it yet!!

 

“It is good to have an end to journey toward; but it is the journey that matters, in the end”

 Ursula K. LeGuin

 

The journey of team IMAGINATION was indeed splendid. All the teams under IMAGINATION, i.e., Strategy Team, Creative Team, Designing Team and Execution Team, Marketing Team, played an indispensable part in making the project a reality. The idea of making India a sensory destination, and not just a country of monuments, was well planned. A lot of research had gone into making it a success. We conducted a primary survey which surveyed foreign nationals on their perception about India. A lot of demographic data was also obtained from the survey like the age, occupation, budget and duration for a holiday and the perception about India. We conducted a secondary research on the nationalities visiting India the most. From our analysis, we found that the trend of foreign exchange earnings and tourist arrivals has been on the rise over the years with the growth in visitors from the USA, Canada and Australia being splendid. The teaser campaign saw the team’s creativity reach its zenith. The various posters depicting scenes from across the country surely titillated the five senses, be it dance, music, food, jewelry or simply the image of a warm Indian welcome! This was followed by the event ‘Have you done it yet’ conducted on the first day of the cultural fest at NMIMS, ‘Fahrenheit’. To test the efficacy of the Campaign launch conducted, the target audience was surveyed.

We did a detailed state wise analysis and tried to find out the cultural art forms present in each one of them. We also did an in-depth study of the various institutions with which we could tie up for promoting the dance art form. The whole rationale behind researching the states and the institutions was to use them effectively in the media which would be the backbone of our campaign- the Internet.  Our major emphasis was on exploiting the Internet for promoting our campaign.  The advantages of using this media are many-fold. The Internet, apart from imparting complete information about India and the campaign, would also help in promoting tourism. The website would offer customized packages under the package selector tab for visitors depending on the state that they wanted to visit and the experience that they wanted to savour. Air India and Tantra would support our campaign by co-branding with us. While Air India would sell tickets and customized packages, Tantra, with its wacky and creative designing, would capture the essence of our campaign for all visitors to remember. The website would also capture the experiences of visitors by way of promoting social forums, discussions and blogs. Various other media like print, TV Advertisements and road shows would be utilized to promote the campaign.

With the right use of media at the right phase of the campaign and with the active participation of team Imagination, the campaign would be a huge success which would benefit the tourism industry, thereby revamping the overall image of India.

So, “Have you done it yet!”

Probably this might be the last journal that I am writing on IMC. It was fun writing the journals! Was great fun attending Prof. Rahul Mirchandani's lectures.

 

IMC Journal Part 3

Well I have been planning to write this journal entry for sometime now but thanks to Placecom I could not write it. I was extremely impressed by one of the lectures of Mr. Rahul Mirchandani. The one which I attended before leaving for Delhi for our placement trips. On this day, we were given the task of making towers made out of straws. Each row was divided into a group with one member from each row as their leader. The tower needed to be erected in 20 mins. The rule was that we had to make it stand without any external help. The tower would be judged on 3 parameters, namely beauty, strength and height. All of us tried very hard to build the towers. At the end of the 20 mins., people from each group had to promote their towers by being the official spokesperson of the launch. Then Sir evaluated us on above mentioned parameters. Though our group's tower wasn't very successful, there were a lot of take aways for each one of us. Through this event we were taught various styles of leadership. The leader of each group joined their teams after the construction started and each one of them had been instructed to behave in a particular style of leadership. Hence they tried to either positively or negatively influence the group dynamics.
The major learnings were in the field of behavioural dynamics of teams and various styles of leaderships. The statement of the professor that intrigued me the most were his concluding remarks. He made some simple but amazing observations. He told us that in the 20 mins. we simulated a product launch with all its nitty-gritties. Though the entire class was friends, but still there was a sense of belonging within each group and people cheered for their row and chided the other teams with the major emphasis on downplaying the achievement of the other groups. Hence, if something as small and trivial as creating the supposed tower out of the straws could create so much of drama and action in the class, so much of passion and sense of belonging towards the straw creation, how must it be for a real life product launch? This question left me spell bound and gave me food for thought!