"I hear and I forget. I see and I remember. I do and I understand." - Confucius

The world of Integrated Marketing Communications was like a revelation to all 31 of us. After having received our theory module at Northpoint that covered fundamentals of Direct Marketing, Public Relations, Event Management, Entertainment Marketing, Outdoor Advertising and Designing and Packaging, we were all looking forward to the IMAG Stint with Lintas. We wanted to put to practice the principles we had learnt.

We started off with Lintertainment (Entertainment Marketing Division) as our first unit. With the strong connect that Bollywood films have with the masses, many brands are chalking out various strategies which will help them create a direct way in which to promote themselves using films. This we realized when we worked on a sequence that would seamlessly integrate a rice band in one of the scenes of an upcoming Bollywood release. Similarly, apart from In-film placement, we were also exposed to Multiplex Activation which was another medium that was used for a banking brand. Here it was interesting to note the slew of options available in a theatre (not to mention the price one has to pay for the same…..) right from popcorn branding, ticket jacket branding, seat branding to kiosks; and just when you thought it was over- say hello to toilet branding too!!!

We had to meet up with the promotions managers of various multiplexes like PVR, Adlabs, Inox etc; go through their rate cards and then optimize our plan on the basis of the budget.

On working at Lintertainment we understood how the business works- at what stage and how are producers approached. We realized how it is mutually beneficial and symbiotic for Brands and Producers (Films) to associate with each other.

After this stint, we were with Advent (Event Management Division). Here we worked on the launch of a very premium international watch brand. This project was very interesting. The team had devised a plan to launch this watch at a suitable Heritage site (in keeping with the brand values, lineage etc) so we were then involved in recommending heritage sites in Mumbai. We had to call up various clubs, hotels and art galleries and also visit them to check on bookings and logistics. This was the fun part; as we had to bear in mind the various elements of the event and check if the site would be conducive enough for the launch. Here simultaneously we researched other watch brands that were competitors.

Our next task involved analyzing the consumer feedback forms of Tilda, a popular rice brand that Advent had received. We had to compare Tilda with other brands like Dawaat, Kohinoor, Lal Quilla, etc across parameters like Taste, Aroma, Cleanliness, Price and Offers.

LinOpinion (Public Relations Division) was yet another great experience. This division was buzzing with activity. Firstly, we worked on the media and consumer audits for a leading international clothing brand. We had to receive inputs from consumers on this brand, the line, price points, accessibility etc. Similarly we had to collect views from journalists who covered the fashion beat. This information would help us to gauge current perceptions about the brand & help to evolve suitable strategies for the PR plan.

Some of us also had to make follow up calls for an event at the Taj. Here we had to receive participation confirmations from journalists & photographers who would cover the event.
We had the opportunity to be present for another event that was held at Atria Mall. Here we were responsible for Media registration and the interaction with media.

An important service provided to clients at LinOp is that of Daily News Tracking; consequently we had to scan newspapers like TOI, HT, DNA, Mumbai Mirror, Mid Day, Asian Age etc. for articles on some of the clients & their respective competitors.

At LinOpinion we had a comprehensive understanding of the different functions of PR and how they can be efficiently executed. Here we realized that maintaining good Media Relations is of primary importance.

So far having completed these projects across the various divisions of the IMAG, we really better understand and can relate more to the concepts discussed earlier in class. Being on the job brings new perspectives to our thinking and our perception of how the different facets of each business come into play. Integrating each form of communication into a more meaningful WHOLE for the consumer.

Indeed, Confucius was right………….. I did and I understood!

Stephanie