CNN Central News & Network–ITDC India Epress/ITDC News Bhopal: Xavier Institute of Management, Bhubaneswar (XIMB) organized Communiqué 2025, the Annual Media Conclave, hosted by IlluminatiX — the Media and PR Cell of XIM Bhubaneswar.
This year’s theme was “Building Brands: A Deep Dive into the Stories Behind True Brands.”
The conclave witnessed the presence of distinguished guests and XIMB alumni, including Arya Swayamshree (Director, Digital Marketing, IHCL), Sanjay Kumar Sahu (Regional Field Marketing Manager, Pidilite Industries Ltd.), Varsha Naik (Senior Brand Manager, Tata Sampann Spices, Tata Consumer Products Ltd.), and Kalpit Mohanty (Creative Head, Orbit8 Media). The proceedings were moderated by Professor Sumitra Mishra.
The conclave began with a lamp-lighting ceremony followed by the keynote address by Arya Swayamshree, who emphasized that while digital trends fade quickly, enduring brands are built over decades. Citing Apple, Nike, Taj, and Starbucks, she highlighted clarity, consistency, and connection as the pillars of brand-building. She concluded, “Great brands win with clarity, consistency, and the connections they build.”
The second speaker, Sanjay Kumar Sahu, explained how Pidilite builds its brand by directly engaging with end-users. Using Fevikwik as an example, he illustrated how grassroots initiatives like medical camps for carpenters strengthen trust and brand identity. He concluded, “It’s all about bringing ideas to life and creating a channel that truly connects with the consumer,” stressing that human-centric relationships create lasting brands.
The conclave continued with Varsha Naik, who emphasized that enduring brands stay relevant. Using Ching’s as an example, she demonstrated how understanding consumer cravings and creating resonant content drive growth. She contrasted brands that lost relevance — such as Danone Yogurt, Tata Nano, and Harley Davidson Perfume — with thriving brands like Lifebuoy, Tata Salt, Tata Tea, and Rolex. She concluded, “Great brands don’t just make advertisements, they truly engage.”
The final session featured Kalpit Mohanty, who highlighted creative storytelling and unconventional ideas in brand communication. Citing Happydent’s “Smile and Shine” and the repositioning of M-Seal, he noted that even legacy brands struggle without vision. He emphasized that what sets marketers apart is storytelling infused with emotional intelligence, enhanced by AI, and guided by foresight into future trends. He concluded, “Skills can be mastered. Emotional intelligence cannot. And that is what sets you apart.”
The conclave concluded with an engaging Q&A session and panel discussion moderated by Professor Sumitra Mishra, who emphasized that in an era of fleeting attention, enduring brands are built over years, not moments. The dignitaries were then felicitated by IlluminatiX and the Alumni Committee, followed by a heartfelt vote of thanks delivered by IlluminatiX Coordinator Nishant Barik.
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