Advertising Workshop at School of Journalism and Mass Communication
26th February 2019
C Block, K.R. Mangalam University, Sohna Road, Gurgaon
The School of Journalism and Mass Communication, K.R Mangalam University organized a workshop on advertising on 26th February 2019. The workshop was conducted by Ms. Ritu Singh, advertising professional having more than two decades of experience in crafting ads. She has worked with JWT and Times Internet Limited.
Ms. Ritu Singh educated the students about how brands invest considerable energy in choosing the right endorsement strategy keeping in mind the target audience and what advertising strategies they use to enhance the relationship between the consumer, brand and celebrity was more intimate and attracted the right quotient of curiosity in the product. Brand mascots are visually distinct and often convey the brand message through an amusing story which enhances the recall of the product and how these mascots become so popular in certain cases that they escalate the brand name into day to day conversation. She briefed the students about case studies of significant brands like Amul, Indian airways and Vodafone. She cited examples of popular mascots used in advertising. Adding satire and her quirky take on everything unfolding around since 1966, the ‘Amul Girl’ has stood the test of time with her sometimes controversial one-liners. The Amul Girl advertising have often been described as one of the best Indian advertising concepts. The balloon shaped Zoo-Zoos muttering in a comic language became the talking point when first introduced by Vodafone, the Maharajah of AIR INDIA was ingeniously used by India’s national airline to introduce new flight routes.
Ms. Ritu Singh has also authored a book on advertising ‘Stark Raving Ad’, A giddy guide to Indian ads you love (or hate). The students found the session informative and interactive. The session was coordinated by Dr. Kiran Bala, Dean School of Journalism and Mass Communication.