CNN Central News & Network–ITDC India Epress/ITDC News Bhopal: The Xavier Institute of Management, Bhubaneswar, hosted its annual media conclave, Communiqué 2024, organized by IlluminatiX, the Media & PR Cell of XIM Bhubaneswar. This year’s theme was “Brand Tales: Weaving Narratives Through Content.”
The event featured distinguished speakers from various industries, including Ms. Amrita P.K. Purkayastha, Senior Global Brand Manager, Unilever; Kriti Singh, CEO and Founder, Ekakshar; Pragya Paramita Sahu, HR Head for Matchbox and Agarbatti Business, ITC Limited; and Avik Sen, Associate Director, Strategy and M&A, Tata Consumer Products.
The event commenced with an inspiring keynote speech by Ms. Amrita P.K. Purkayastha, Senior Global Brand Manager at Unilever. She stated, “The universe is not made of atoms; it is made of stories,” setting the tone for the day. Drawing from her extensive corporate experience, she elaborated on the essential elements of storytelling—character, plot, conflict, style, and resolution—and explained how these elements contribute to crafting impactful brand narratives. She also shared insights on integrating storytelling effectively into marketing campaigns to build deeper connections with audiences.
Kriti Singh, CEO and Founder of Ekakshar, shed light on the shift from product-based to story-based campaigns and emphasized the role of data in creating compelling narratives. Using examples like Bumble’s “Find Your Own Kind of Love” and Airbnb’s “Belong Anywhere,” she demonstrated how customized storytelling models resonate with diverse audiences and help brands stand out.
Addressing the audience, Pragya Paramita Sahu, HR Head for Matchbox and Agarbatti Business at ITC Limited, shared an inspiring story about how sustainability and inclusivity shaped their product development process. She highlighted their initiative involving over 150 visually impaired individuals, creating a narrative of empowerment and inclusivity while prioritizing consumer preferences.
Avik Sen, Associate Director, Strategy and M&A at Tata Consumer Products, focused on transitioning from building brands to building connections with consumers. He underscored that even the simplest elements could make a brand memorable. Presenting a strategic framework for brand building, he emphasized aligning narratives with evolving consumer preferences. Through compelling examples, he illustrated how Zomato integrates storytelling even in job offers and how a leading paint company transformed its narrative during its shift from a product-focused to a service-oriented brand.
As the media conclave concluded, the stage was opened for a Q&A session where students’ engaging questions and practical insights left a lasting impression. Their curiosity and fresh perspectives added new dimensions to the discussion. This was followed by a vote of thanks by Amrita Mohanty, Treasurer of IlluminatiX, who expressed gratitude to the panel speakers.
Communiqué 2024 ended on the powerful note that narratives and storytelling are the foundation of brand identity, and everyone has a unique story worth sharing.
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