The Advertising association of Delhi College of Arts & Commerce (DCAC) held its annual advertising festival ‘Parivartan’ on Tuesday, April 1st, 2014. The one day festival began with a panel discussion on the topic – ‘Communicating brand values to the Facebook Generation‘ followed by an array of events like Ad-Mad competition, Minute to win it & Scavenger Hunt, all idealized on the theme of festival ‘advertising’.
The panel discussion highlighted the role of two way social media and its rapid advancement into the advertising sector. The distinguished panel of speakers consisted of Mr. Sandeep Bannerjee (VP,Hammer Communication, Ex GM, McCanne Healthcare), Ms. Shweta Baxi Tyagi (VP, Digiqom) and social media expert Mr. Anshuman Gandhi.
Beginning with Mr. Bannerjee’s pointing out of the rather diverse variety of products that has bombarded the consumer with infinite choices today, the discussion unfolded with social media’s advantages as well as misuse in case of manipulations and overstatements. On being questioned upon, how social media could wrongly impact the brand image of product if a single customer states his dissatisfaction on a public discussion forum, Mr. Anshuman called such a scenario as an ‘opportunity’. “Someone who is annoyed with our product/service isn’t a liability, but an opportunity. He wishes to widen his outlook, is seeking attention and is ready for change. The organization should satisfy him, treat him wonderfully, make him the brand ambassador”, Mr. Anshuman added.
On the same lines, Ms. Shweta cited real life instances like the American Express & Jet Airways to explain as to how negative response from a customer could be successfully churned into a positive opportunity.
On being questioned upon the role of social media in establishing political brand names, the panelists took the example of the Kejriwal wave that swayed all people and simultaneously set a benchmark as to the best use of online media. “The live updates by political big-shots on Facebook and Twitter keep the public informed and impressed. Numerous social media sites like Social Samosa carry out daily percentages of people supporting different parties/candidates.” said Ms. Shveta Tyagi.
Countering the attacks like online marketing being one sided, or over hyped or out of time, Mr. Sandeep Bannerjee said, “So long as we entertain the audiences, not merely engage them, social media would continue to be an eminent source of delivering brand values.”
Apart from the Panel Discussion, there were events like Scavenger hunt, Ad-Mad, Minute to win it, kite flying competition, Poster making, solo & group dance competitions conducted in the festival. The vigor and brain of the festival, Ma’am Neeru Kapoor expressed her happiness and contentment saying, “All the competitions attracted significant participation and the panel discussion engaged the students very well. We’ve got appreciation from everyone alike, the goal of organizing Parivartan for us, stands fulfilled.”
Image Credits – Asad Khan (DCAC)