|
44
magis
|
11 january 2014
MAXI Fair
B
e it
the world of films, the big money
sporting leagues or the various forms
of amusement, they all promise their
audience one thing — Entertainment. The
Marketing Association of XLRI, popularly
called MAXI, hosted its annual symposium
Mindscapes on January 10 where experts
from the industry and academia discussed
Marketing of Entertainment.
Head of Marketing and Project Op-
erations at Viacom18 Motion Pictures
Rudrarup Datta shared insights about the
evolution of marketing in Hindi mov-
ies from modest means in yesteryear to
multimillion-dollar budgets of present. He
highlighted the interdependence of cinema
and society, and how closely the two reflect
each other across time.
The last decade has witnessed a revo-
lutionary change in sports entertainment.
Kolkata Knight Riders’ Director Joy Bhat-
tacharjya talked about the rise of brand
KKR and how building values makes a
sporting brand big. He informed the audi-
ence of the basics of marketing in sports
and the importance of being relatable and
honest to gain fans.
Advances in digital technologies and
the satellite television boom in India have
prompted marketing executives to arrive at
an optimal balance in allocation of resourc-
es across media. Assistant Vice President,
Star India, Akash Banerji gave an insight
into the challenges of marketing showbiz.
Gauging the pulse of the nation and deliv-
ering content that people identify with were
the highlights of his talk.
In a lively panel discussion chaired
Campus capers
Mindscapes makes way
for entertainment
26
may 2014
