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Sangam University - Smitha Sarma Ranganathan Talk on Brand Building Advertising in the Millennium
Despite the digital age, the levers of brand building have been Utility Price Presence and their multipliers have been Time, Investment, and Creativity.
On 25 February 2015, Smitha Sarma Ranganathan presently Program Director at Centre for Public Health and Awareness Bengaluru addressed the faculty and MBA students of Sangam University Bhilwara Rajasthan (India) and gave a talk on Brand Building Advertising in the Millennium.
Smitha has over 12 years of experience as a key account influencer and brand communication specialist with keen interest in focused healthcare marketing communications. She has donned various hats in agency environments ranging from account management, brand strategizing to business development. Smitha has in-depth understanding of the pharmaceutical marketing domain and has worked with almost every multinational and Indian pharmaceutical organization on a variety of brand building initiatives.
At Bangalore, professional experience of Smitha include Professor of Marketing and Retailing Strategy at IBS Business School, Director Strategic Accounts Klub Class, Account Director Publicis, Business Manager Tata Interactive Systems and Project Manager at Indegene.
Prof BR Natarajan President – Vice Chancellor Sangam University welcomed the speaker and introduced her to the audience.
In her talk, Smitha highlighted that great brands share four fundamental qualities – firstly they offer and communicate a clear, relevant customer promise; secondly they build trust by delivering on that promise; thirdly they drive the market by continually improving the promise and fourthly they seek further advantage by innovating beyond the familiar. Showing on YouTube, the Reunion advertisement for Google’s search engine which is an all time hit in India and Pakistan by surprisingly invoking a searing and traumatic period in the history of the two nations, Smitha struck the emotional aspects of brand building. Similarly taking up the video of advertisement for Lifebuoy Tree of Life and Nivea Sun Kids, Smitha brought out some of the creative and emerging directions in advertising in digital age.
The proceedings were anchored by Mr Vikalp Agarwal and Miss Sonu Choudhary faculty from the School of Management Studies Sangam University Bhilwara.
About Sangam University: The Institution supported by Sangam Group of Industries Bhilwara which is one among the top ranking corporates in India today with business interests spanning textiles, steel, infrastructure, power and energy has been established by Govt. of Rajasthan Act No. 14 of 2012 incorporated u/s 2(f) of UGC Act 1956. It's a matter of pride that the one year young Sangam University has a ten year old legacy with ITM established in 2003 as its foundation. For more details see http://www.sangamuniversity.ac.in