Club Baczar organized a workshop by Mr S.

Subramanyeswar, who is the National Planning Director with Lowe Lintas & Partners on 20th Jan 2013. He has spent more than a decade and half in advertising and marketing working at Wipro, Publics, Rediffusion Y&R, Saatchi & Saatchi and Mudra. Some of the brands he anchored include Citibank, Colgate, Procter & Gamble, General Mills, Tata Tea, Nestle, Hyundai and Sony Ericsson. The passionate academic that he is, Mr Subramanyeswar had just written his first book Chattering Classes that deals with building brands in a digitally connected conversational world. He is also a corporate trainer and visiting faculty at IIM Bangalore and ISB Hyderabad. Needless to say, the workshop was a huge success as seen from the feedback from the MMS 1 batch below: Karan Mehta It is always a pleasant experience when the combination of a successful industry personality & an academician come together, especially if it is just one person. As MMS-I students, we were lucky to have one of them, Mr. Subramanyeswar of Lowe Lintas Inc. to share his experience and his theories on what a brand actually means in the contemporary world. He started off with recommending a couple of good reads, The Ultimate Decision & Pour Your Heart into It. He took us into the simple understanding of what makes a brand work and what doesnt. His explanation of what a brand would be if it came to life was truly capturing, especially when he attributed human qualities and evolving human nature over the years. The human identity of a brand today is its purpose to be a part of something bigger than itself. It is no longer what people buy, but what they buy into. The point of view of a brand is its identity and its promise is the backbone. One of the best parts about the interaction was the live digital cases showed. Also, how a number of established brands like Nike, Apple, etc. decide & deliver their brand points-of-view and promises, was discussed briefly with us. The story of a brand he personally worked on, IDEA was fascinating. Through the various commercials of IDEA shown, he beautifully explained his concept Expression may be of time, but value is timeless. It was one of the truly enriching experiences an MBA student could have asked for Gaurav Jaiswal Being a part of a prestigious institute like JBIMS has its own perks. One of which is the Industry exposure we get here. 20th January,2013 was just another day where we had the pleasure of interacting with an industry Stalwart, Mr. S. Subramanyeswar, National Planning Director, Lowe Lintas India. The workshop mainly covered aspects on Advertising & Marketing, where Mr. Subramanyeswar introduced us to the finer aspects of understanding the ethos of an advertising campaign. After highlighting the changing rules of advertising, he spoke about the new media available to reach out to the customers and in particular viral marketing. This part of the talk was complemented by videos of famous advertisements of the telecom giant Idea Cellular. He also went on to discuss digital cases of Coke Cola, Bing & ROM. The students found the videos highly engaging. The session was

both highly informative and entertaining and the students got a peek into new age advertising. Mr. S. Subramanyeswar expressed his happiness over the interest and enthusiasm of the students and exhorted them to consider a career in advertising. Tejas Badheka The workshop conducted by the National Planning Director of Lowe Lintas & Partners Mr. S. Subramanyeswar provided us with lot of food for thought. The biggest take away for me was , that how in in today's world instead of having an insight, it is extremely important to develop a foresight and then implement it. This is because of the dynamic nature of the society the insight may not be applicable by the time you roll out your plans. This however does not negate the importance of insights. And he also ended the lecture with some amazing digital cases. Tejas Badheka Ashwini Singh - "I found the session very enjoyable because it was interactive and full of insights on how Brands are developed. Brand Point of View was an interesting concept and Mr. Subbu made sure that audience could could get a good grasp on it through relevant and entertaining examples. The Digital Cases shared during the course of the session offered multiple perspectives on successful brand engagement strategies. Lastly, the point about humanizing brands was extremely well made and will greatly help students in internalizing a consumer insight and foresight based approach towards brand building." Tasneem Nawab - "The session was one of the finest guest lectures we've had on marketing in our college. Apart from the initial glitches the session was very interesting. We got acquainted to the many nuances of branding and also got our misconceptions and doubts regarding branding and brand architecture cleared. Mr. S. Subramanyeswar, the National Planning Director of Lowe Lintas & Partners shared his personal experiences and insights on brand building in a digitally interconnected world which are difficult to find in any of the written books on branding and marketing. He also showed us a few digital cases and encouraged discussions on them which stimulated our branding grey cells. All in all it was a great learning experience and a Sunday morning well spent! :)" Rhea Baliwala The session began with Mr. S. Subramanyeswar asking us what we understand by what a Brand means to each of us. He then dispelled our myth and gave us a very common yet profound definition A Brand is not what you buy, it is what you Buy into. He then explained us how each decade related to something like the 60s related to Affiliation while the 90s was the decade of Individuality to the current decade of Purpose and how the brands have shaped themselves over the decades to stay in touch with their consumers. He then went on to explain how every brand should have its own Point of View by citing examples like those of Idea and T-Mobile, Coca Cola to name a few. Overall, it was an enriching session for the students full of insights and learning.