New Delhi : India’s first-ever Brand Activation Summit (BAS) 2010, was organized by Jagran Solutions and afaqs! at ITC Sheraton on Friday. The Summit brought together leading marketers, activation specialists along with other eminent industry experts who addressed and provided an insight into the power of activations. The underlying theme of the Summit was “Redefining the Return On Investment”. The Summit was designed with the aim to share best practices, award-winning case studies, and discuss methods of earning much higher returns in the age of neo-consumerism.
The Summit was commemorated by the welcome speech of Prasanna Singh, COO of afaqs!, which followed a keynote by Dr. Pinaki Dasgupta, an Associate Professor- Marketing at IIFT, on Changing Lifestyle & its Impact on Consumer buying behavior and thereby role of activation in the business of today’s marketing .
BAS 2010 witnessed three key sessions as well as a Case-Study presentation and a Live-Brand Activation Activity.
The first panel discussion was titled “Of, by and for consumers”. The panel discussed the emergence of brand activation as an integral part of marketing plans, the reasons behind it and the pitfalls to be wary of. The panel members comprised of Amita Karwal, Executive VP (Lintas Media Group), Ambika Sharma, National Head (Jagran Solutions), Suvodeep Das, Marketing Head (Kaya Ltd.) and were moderated by Ishan Raina, CEO-OOH Media.
Announcing the summit, Ambika Sharma, National Head, Jagran Solution said, “This summit is a platform for marketers, activation specialist & industry experts to share best practices, award-winning case studies, and discuss methods of earning much higher returns in the age of neo-consumerism. Advances in marketing strategies, changing media habits and focused approach are making activations an essential tool for communication benefits of products & services.”
A case-study was presented by Sudipta, Head Marketing (Bharti Del Monte) on a successful Brand Activation campaign. This was followed by another panel discussion on “The Currency of Brand Activation”, how well it can be measured and its effectiveness in comparison to other marketing tools.
The speakers on the panel included Ajay Sharma, Director Events and Promotions(Momentum), Sumit Arora, Associate Director and Head (Synovate), Sameer Kaul, Marketing Head(Dr. Lal Pathlabs) and was moderated by Venkee Sharma, Sr.VP and Director (Arc Worldwide) .
One of the highlight of the day summit was the “Live” brand activation organized for the attendees.
The final panel discussion of the summit was on the “categories that lend themselves best to activation” and “ways of maximizing ROI”.
At the end, an audience poll was conducted to measure the “Live” brand activation on various parameters like idea, execution, and change induced in perception and intent, etc. post which the results were announced.
About 150 delegates from across the country, including Chief Executives, Senior Management, Marketing, Advertising and Branding participated in the summit.