Flaunte' July Edition 2013 by Flaunte'

EDITOR’S DESK Dear Readers, We are back with yet another offering from the world of marketing to overwhelm you with a deluge of marketing trivia and gyaan. We are thankful with your constant support and response. We strive to open up a world of opportunities and ideas to young minds. We help you to stay ahead of times and think beyond the obvious. Flaunte’ shall be a resourceful companion in your quest for knowledge! We also feel proud to say that NDIM now ranked as the 15th B-School all over India – Business World June 2013. As we move forth, let us have a glimpse of what we have in store for you. Cover story: Stealth Marketing Special Story: Yahoo Wireless Festival 2013 First Cut: ‘Be Emergency Ready’ initiative by National Geographic Channel. Snippets: Jaguar F-Type sports car, Micromax Canvas 4, Mercedes-Benz E63 and many more. SIP - “My Mock Job Experience”- Sahara Q Shop, Toshiba, Sharekhan, Panasonic. Chanakya Niti on “Lakme's new muse: The working woman” and Mythological Management Lesson on Mahabharata. We would like to congratulate the winner of our article writing competition: Sayan Chakraborty – “Best Article of the Month”. Also Flaunte’ welcomes all new students of PGDM (2013-15) batch to be a part of NDIM family. Let us know your thoughts and be sure to come visit us at https://www.facebook.com/FlauntNDIM for more of the latest integrative marketing news and stories. Keep Reading! Keep Liking! Team – Flaunte’ Markomania – The Marketing Club New Delhi Institute Of Management 2

Flaunte' July 2013

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CONTENTs Special Story: Yahoo Wireless Festival 2013 (05)

Mythological Management Lesson: Mahabharata (11)

Chanakya Niti: Lakme (19)

Articles (21) Snippets (12) Cover Story (14) First Cut (27) My Mock Job Experience (25) Visitor's Opine @ NDIM (28) Biz Quiz (30)

Flaunte' July 2013

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l a i c e p S Story

he Wireless Festival is a music festival in England that takes place every year in London, and took place at Harewood House, Leeds in 2006 and 2007. It is owned and managed by Live Nation. From its inception in 2005 until 2008, the festival was sponsored by telecommunications company O2, and was called the O2 Wireless Festival. From 2009 to 2012, the main sponsor was Barclaycard and the festival renamed to Barclaycard Wireless Festival. For 2013, the sponsor changed to Yahoo!, and was renamed to Yahoo! Wireless. This London festival features big name international headliners, rising stars alongside carnival rides, artist signing booths, music workshops, chill-out areas, and more. Wireless Festival happened from Friday 12th to Sunday 14th July, 2013at it's new home Queen Elizabeth Olympic Park, in London.

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Flaunte' July 2013

The Yahoo! Wireless Video

It was one hell of a weekend! A big thanks to everyone who came along to Queen Elizabeth Olympic Park last week for one of the biggest festivals in London this summer. From Rita to Snoop, Jay Z to JT, the party didn't stop! So many amazing artists across the three days, and thousands of you guys made it a huge success! We had camera crews out around the site capturing the best bits. Take a look and see if you can spot yourself in the crowd!

Jay Z and JT Close Yahoo! Wireless 2013

This is the show that everyone has been waiting for, and believe us, it was worth the wait! London witnessed the world premiere of Jay Z and Justin Timberlake’s combined show, ‘Legends Of The Summer’ and believe us, the show definitely lived up to its name. The epic 2 hour and 40 minute set let these guys display the very best from each of their back catalogues, as well as combined efforts from their recently released material. The legends opened the show together with their smash hit ‘Holy Grail’. The pitch perfect performance laid the foundations for the rest of the performance. Jay Z took the lead after this for his first section of the show, performing '99' Problems’ and ‘Big Pimpin’. Then Justin took over and serenaded the crowd with ‘Senorita’ and ‘My Love’. These are two artists who belong on stage together, flowing in and out of each other’s tracks so smoothly, you’d never know they haven’t always recorded together. As the night went on it just got better and better. With the amount of hits these two have between them, we always knew this was going to be an amazing show – and it did not disappoint. Our highlights included a very slick rendition of Justin’s latest single ‘Mirrors’, Jay Z’s ‘Empire State of Mind’ and of course their encore track – ‘Suit and Tie’. The show hit an all-time high when very special guest Rihanna stepped out to perform ‘Run This Town’ with Jay Z! Sending the crowd wild as she walked out to a rapturous applause, the Diamonds hitmaker managed to

keep her Wireless appearance completely under wraps until she joined Jay Z on the stage. That was the perfect way to close Yahoo! Wireless 2013. We’re sad it’s over, but it’s safe to say this has been one of the best Yahoo! Wireless Festival’s to date.

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A$AP Rocky, Nas, Katy B and More...

It’s been another massive afternoon here at Yahoo! Wireless. Everyone is gearing up for tonight’s main event. Jay Z and Justin Timberlake join forces as Legends Of The Summer, right here at 19.45, but ahead of that, here’s what we’ve been checking out. A$AP Rocky took to the main stage in the afternoon sun and delivered a huge set. The vibe here at Queen Elizabeth Olympic Park is electric. A$AP stepped it up and had the crowd going nuts. Next up was Nas. He was SO good! The legendary rapper ripped through a set of serious bangers, spanning his massive career. His rendition of Cherry Wine touched the crowd, making his show a definite highlight of Sunday afternoon. He closed his set in style with his track 'One Mic'. A massive warm up for A Tribe Called Quest who came on next! They stepped it up and had the place bouncing, especially to their final track – ‘Can I Kick It?’… Yes they can! Gotta love the classic hip hop we have here today. The Pepsi Max Stage went off this afternoon with sets from Magnetic Man and Katy B. Catering to our dance-heads, both these sets got the crowds going nuts. We saw some serious shapes being pulled out there, and even a surprise appearance from Jessie Ware in the middle of Katy B’s set! Everyone is fully amped for tonight’s headliners. Will.i.am in the Pepsi Max tent, and of course, Legends of the Summer on the Main Stage!

Big Sean, Jessie Ware, Rizzle Kicks and More...

Kicking of proceedings we had Big Sean on our main stage. He was awesome – a great way to open the final day here at Queen Elizabeth Olympic Park. He had the crowd hooked throughout and ended his set with the massive anthem, ‘Clique’. After Big Sean came the beautiful Jessie Ware. Her chilled out vocals suited the day perfectly, everyone gathered at the front of the stage for her slick performance, dancing along and loving every track. She performed her hits ‘Running’. ‘Never Gonna Move’ and ‘Wildest Moments’ plus a load more. Next up we had the very awesome Rizzle Kicks. These boys never fail to deliver a great live show. Even in this heat, they had so much energy, bouncing around the stage all the way through their set. We loved ‘Mama Do The Hump’ and so did the crowd. Everyone was on their feet and doing the dance. They finished their set with the hit that made them famous – ‘Down With The Trumpets’. These boys definitely know how show the crowd a good time.

The Sunday Hot List A Tribe Called Quest

Q-Tip, MC Phife Dawg and Ali Shaheed Muhammad take a unique approach to their music mixing rap, jazz and afro-beats. Kicking it right before Jay-Z and JT, expect big things from these guys, they’ve not been seen on the Yahoo! Wireless stage before but they’re certainly welcome anytime. Fenech-Soler Their self-titled debut album dropped back in 2010 and now they’re back with more glorious electropop. Recent single Magnetic picked up where the acclaim left off. Closing the Yahoo! stage at 7:45pm with the sound of synths searing into the Sunday sunset, it’ll surely be the send-off the Yahoo! stage deserves. Daley Originally coming into consciousness on Doncamatic by Gorillaz and then more recently in collaboration with

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Flaunte' July 2013

Jessie J when covering Remember Me. With great hair and great tunes alike expect expertly blended pop and R&B from this Manc troubadour. Jessie Ware This London lass was one of the break out stars of 2012. In 2013 her star continues to rocket. Catch her at 1:35pm she’ll be bringing the likes of “Running” and “Wildest Moments” to the main stage. Nas Nearly 20 years on from the release of Illmatic, one of the greatest and genre defining hip-hip albums of all time, Nas is still ill. More recently on Life Is Good he swerved the usual subjected matter and instead poured out his heart. Consistently brilliant, expect nothing less at 4.50pm when he hits the main stage. And not to mention, the premiere performance of Legends Of The Summer, Justin Timberlake and Jay Z! This is going to be the biggest show of the weekend. Check back later for more updates.

Jay Z Closes Saturday in Style

He’s the man everyone was here to see today. The main man Jay Z has just closed Saturday at Yahoo! Wireless in style. The legendary artist came on to the sound of PSV with ‘Allow me to reintroduce myself, my name is Hov…H-to-the-O-V’ and it just got better and better from there. Dropping hit after hit, Jay had 60,000 people showing him their diamonds as he powered through one of the biggest shows of the weekend so far. When ‘99 Problems’ kicked in, our Wireless crowd went nuts. Mixing up tracks from his no.1 album ‘Magna Carta Holy Grail’, with a set of classics, that was a show that will go down as one of Wireless’ best. This set had tasters of Jay Z’s career from the very start. From ‘Hard Knock Life’ right up to the brand new single ‘Holy Grail’ which features the one and only JT, and of course, he made an appearance to perform the track and close the set. What a way to end the show!

Kendrick Lamar, Rita Ora, Tinie Tempah and more...

The music doesn’t stop! This afternoon has been packed full of highlights. From Kendrick to Rita, Tinie to Emeli. Pretty good right? All of their sets are getting the crowds amped for tonight’s main event. Kendrick Lamar owned the main stage this afternoon. The US star lapped up the sunshine and the applause, as he made his way through a huge set. ‘B*tch, Don’t Kill My Vibe’ had the entire crowd dancing as he rocked the arena. Next up was Rita Ora. When she played for us at Wireless 2012, we thought it was a set that could never be topped. She proved us wrong today. She rocked it and she’s looking awesome too. She slipped in a cheeky cover of No Doubt’s ‘Hella Good’ and ripped through a set of pitch perfect hits. Rita’s live show never fails to disappoint – and it definitely didn’t this evening. Emeli Sandé was the last act to perform tonight on the main stage ahead of Jay Z. She smashed it. Thousands of fans are out making the most of the evening sun, singing along to her hit filled set. She opened with the smash hit Heaven and went on to reel off hit after hit. It has been a massive couple of years for this star. She dominates a live set, and her show tonight proved that. Over in the Pepsi Max Tent, our very special guest Tinie Tempah played to an insane crowd. The buzz has been building all day as rumours of who it might be shot around the site. Tinie Tempah never fails to blow the lid of whatever stage he plays, and today was no different. Pass Out was obviously a crowd favourite, but every track was a banger.

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Iggy Azalea, Macklemore & Ryan Lewis and more...

The mighty Earth, Wind & Fire kicked off proceedings with a set ram-packed full of disco anthems. The crowd were all up and dancing to their mega-hits which started with ‘Boogie Wonderland’. They slipped through hit after hit, ending their set with everyone’s favourite ‘September’. An awesome way to kick off day two here at Queen Elizabeth Olympic Park! Next up, we were all at the front of the main stage for DJ Fresh who absolutely smashed it. The high octane set put the crowd in a great mood, ready for the awesome Macklemore and Ryan Lewis set that followed. The ‘Thriftshop’ stars pulled the biggest crowd of the day so far, with thousands of fans singing back right at them. After some inspirational words, and more songs such as 'This ain't love' and 'Cadillac' - they finished their energetic set with 'Can't Hold Us'. Fans had their hands up and were dancing all the way to the back! Over at the Pepsi Max Stage, BEP’s Taboo had the crowd bouncing away all set long. This guy knows how to perform. His years with the Black Eyed Peas clearly put him in good stead for this show, paving the way for bandmate will.i.am who headlines the same stage tomorrow night. One of our highlights of the day so far has to be Iggy Azalea. She killed it on the Pepsi Max Stage. The star delivered a full on energy fuelled set. She had the whole crowd rapping along to her hit ‘Work’. We loved it! Please visit at https://www.facebook.com/FlauntNDIM to view ads.

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Flaunte' July 2013

MYTHOLOGICAL MANAGEMENT LESSONS

Mahabharata

he second longest epic of the world, Mahabharata is not just an epic narrative of the Kurukshetra War or a book of philosophy; rather it's a comprehensive manual on management strategy. Mahabharata encompasses many lessons on management which can potentially be applied to modern business practices. Vyasa's epic poem is considered to be a pertinent handbook on management and these management insights are being practiced by many today. From marketing, leadership tips to entrepreneurship, Indian mythology can help solve a modern-day executive's many 'dharamsankats'. Take a look at some of the best practices from India's great epic of knowledge and inspiration.

2. Share your responsibilities

Efficiently sharing responsibilities is the mark of a good manager and the great Indian epic gives the

best example for this. Pandavas fought the war as one team with one goal in mind while Kauravas lacked the team spirit and they all fought individual wars. It advises the managers not to make the decision-making 1. Transform your weakness into strength process a dictatorial one, rather involve everyone so Like how Pandavas transformed their weaknesses to that the best of ideas will pop up. strengths during the years of exile, you need to have the urge to improve on your weakness. Mahabarata 3. Learn the art of teamwork gives many an examples to highlight the importance It was not a common war for Kauravas as they never of utilizing time to overcoming your skills like how showed the unity. But the way Pandavas fought is a Arjuna went on a mission to attain the Divyastras or lesson for managers as it highlights the significance Yudhisthira mastered the Game of Dice. You need to of sticking on to the common goal while meeting have the passion to dedicate adequate time to learn the individual targets. The great story teaches the those skills that can help you overcome your weakness golden lesson that only a combined effort can bring only by which you can be a great manager. in success.

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4. Know the ground realities

Pandavas spent one year in exile with the poor people and the years of exile helped them to reach out to people from various strata of the society while Kaurava's had no experience of the ground reality as they lived a royal life. Managers need to understand the realities to lead their team in the right direction. They need to break the barriers to get in touch with their subordinates to understand their problems and identify ways to make their work easier.

5. Take calculated risks

Krishna has acted as a greatest crisis manager showing how to take calculated risks at the time of crisis. Management is all about taking calculated risks. Shying away from challenges is not a sign of management, rather well-assessed decisions to on facing the challenges is the trademark of good management.

7. A good mentor is worth an entire army!

If you were to choose between a supremely talented army without an efficient leader versus a mentor who could guide you through all kinds of problems, whom would you choose? While some would go in for the army that would drive your side to victory, some would choose a person who, by his sheer presence, could show you and your army the way and motivate you to achieve your goals, your target in the face of all obstacles. This, precisely, was the conundrum faced by Arjuna as well as Duryodhana when they went to Krishna to enlist his support before their great war. While Duryodhana chose Krishnaâ&#x20AC;&#x2122;s large Yadava army, Arjuna chose Krishna (who, by the way, had vowed not to pick arms in the war). Keeping aside Krishnaâ&#x20AC;&#x2122;s divinity for a moment, this was still the right decision. Arjuna knew very well that both sides had fearsome warriors who could singlehandedly decimate the largest of armies. What he and the Pandavas needed was a friend, a philosopher, a beacon who could show then the way from time to time and keep their hopes from flagging. The master strategist that he was, Krishna became all of these and more, and it can be easily said that he led the Pandavas to victory without lifting a single weapon. Virtue + Silence = Vice!

6. Are you being Bhishma at work?

Bhisma is presented as a noble figure. Yet, few ponder on why Krishna insists that during the war, he be pinned to the ground, suspended between heaven and earth, unable to move his limbs. In the old Vedic ashrama system, a man is supposed to retire (vanaprasth ashram) once his son has a son of his own, and renounce the world entirely (sanyas ashram) when the grandson has a son of his own. This is essentially a 'talent management system' meant to ensure that the old makes way for the new. Bhisma goes against this system. He takes advantage of his boon of choosing the time of his death, refuses to die, even after his grand-nephews become old enough to be kings. Basically he does not let go and Krishna pins him to the ground, gets him out of the way, so that life can move on. Are you a Bhisma? We are identified with the work we do. Hence we cannot let go of the work. When we let go of our work, we let go of our identity and that is terrifying. The thing you have to realise is: you may not let it go, but it may let you go.

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Flaunte' July 2013

SNIPPETS

Lakme launches new nail paint, lip gloss range

Leading beauty brand Lakme has launched Lakme Absolute Gel and Lakme Absolute Gloss Stylist range for nails and lips. Nails are fast becoming the next big beauty accessory for today's fashionable woman who seeks professional and salon based expertise to achieve highly styled nails. Inspired by this insight, the Lakme Absolute Gel Stylist range packs the performance of a gel manicure in a bottle to ensure glossy and plump nails in a single stroke. The new nail paints collection- Absolute Gel Stylist comes in different shades ranging from tomato tang, coral flush to nudes like nude glow and caramel melt. The range is available in 8 shades at Rs. 400 (3.6gm). The new range of lip gloss by Lakme delivers rich colour and luscious texture for lips.

Facebook's First TV Commercial for 'Home' Phone

Facebook has launched an ad campaign to promote its home mobile app, which allows Android users to open FB on their phones with just a click by presenting a rotation of Facebook content on home and lock screens and allowing constant FB messaging. FB also plans to use home to put ads on phone home screens and is eyeing new mobile ad real estate on smart phone home screens. The commercial shows a man aboard a plane encountering characters from his Facebook home screen, including cats, Vegas-style performers and his nephew. This ad campaign is to convince users the power of social networking and its ability to reach via a phone. Ad revenue is expected to reach $ 1.53 billion.

Merger of World’s Top Ad Agencies

Publicis, Omnicom merge to create the world’s largest ad agency. It announced its merger plans to create the pool of the most strong and effective ad agency of the marketing world. Although this being considered as the strongest merger and is welcomed,still client conflict is coming as an issue as the rivals such as Coca Cola Co, Pepsico, McDonald’s, Yum Brand’s Taco Bell, P&G, and Johsons & Johnsons ad campaigns now fall under the same umbrella of this joint ad agency.

Karbonn Titanium S9 IPS smartphone launched

Karbonn Mobiles has launched its latest smartphone Titanium S9 IPS priced at Rs 19,990. The smartphone has a 13.9 cm (5.5 inch HD) screen, offering 16 million colour output. The phone comes equipped with a 1.2 GHz quad core processor and runs on the latest Android 'Jelly Bean' 4.2 operating system. The phone has a 16GB internal memory and a 1GB RAM. The memory is expandable up to 32GB. It has a 2600 mAh battery.

JLR launches Jaguar F-Type sports car

Tata Motors-owned luxury car manufacturer Jaguar Land Rover (JLR) has launched Jaguar F-Type, a two-seater convertible sports car in India. It will enhance the appeal of the Jaguar brand in India. The Jaguar F TYPE will be available in two variants. The F Type V8S powered by a 5 litre petrol engine will be priced at Rs 1.61 crore (ex-showroom Mumbai), while the F TYPE S with a V6 3-litre petrol engine will be available for Rs 1.37 crore (ex-showroom Mumbai).

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Micromax launches Canvas 4

Micromax officially launched its next flagship smartphone, the Canvas 4. Priced at Rs 17,999, it features a five-inch display with 720x1280 pixel resolution, a 1.2Ghz quad core processor, along with 1GB RAM. It comes with an internal storage of 16GB and supports an expandable memory of up to 32GB. The device has an aluminum band running around its sides, the upper part of which acts as an antenna for WiFi, GPS and Bluetooth and the lower part for the GSM network. It has a plastic back. There is a 13 MP rear

camera and a 5MP front facing camera onboard with advanced imaging features such as vertical panorama. The phone also offers some smart features including a pop-up play like video player allowing users to simultaneously view videos while doing other tasks, automatic pausing of videos when one looks away and the ability to unlock the phone by blowing air on the screen. Canvas 4 combines great functionality and style, complemented by an entire eco-system of applications that directly address the needs of evolving customers.

Mercedes-Benz launches the E63 AMG

Mercedes-Benz India has finally launched the much anticipated E63 AMG in India at Rs 1.29 crores (exshowroom, Delhi). The event was held at the famous Buddh International Circuit (BIC), Noida. In June, the company launched the all new E-Class for Rs 41.5 lakh (ex-showroom, Delhi), now the AMG will join the line-up as top-of-the line variant. Mercedes Benz E 63 AMG was launched by Mr. Eberhard Kern, Managing Director and CEO, Mercedes-Benz India. The luxury automobile manufacturer has earmarked the current year for product offensive, as it has launched new segments like A-Class, B-Class and executive sedan E-Class.

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STEALTH

COVE STOR

tealth Marketing a relatively new promotional method in which companies use paid employees to engage strangers in conversation about a product without disclosing their affiliation with the company, is growing in popularity. Though much is being written about the subject in the popular press, it is only beginning to be explored from an academic/ research perspective. It is a way of advertising your products so that people do not realize that you are trying to make them buy something. Stealth marketing, also known as Undercover Marketing, Buzz Marketing or Roach bailing by its detractors. It is an emissary of Guerrilla Marketing. It is a form of marketing where customers do not realise that they are being marketed to. Stealth Marketing is marketing to the consumerâ&#x20AC;&#x2122;s subconscious. It is ingraining in a consumer that he/she wants something, without overtly promoting the product. Stealth marketing uses insinuation and subtlety to seed a message in the consumersâ&#x20AC;&#x2122; mind.

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ER RY

Considered to be a recent phenomenon, this form of marketing has in fact been around for many years, as illustrated by Brian Steinberg writing in the Wall Street Journal back in 2000: “Undercover marketing is gaining ground as advertisers resort to non-traditional tactics to get their brands noticed and talked about.” Stealth marketing can take place both online and offline. For example, people may pose as liking and therefore recommend a product on various internet forums, only for these people to in fact be working for a company. Offline strategies include actors posing as ordinary people in busy locations, where they then convincingly use certain products and interact with nearby consumers without them realising that they’re victims of stealth marketing.

lots and part of their story-telling revolved around the friendly shop employees with whom they struck up a conversation. While Laura and Jim’s blog showed a logo for a grassroots group called Working Families for Wal-Mart (WFWM), the blog did not declare the retail giant had subsidised the couple’s expenses, including flights, car and fuel. HAPPY WITH COVER-UP Wal-Mart ran a stealth marketing campaign where Laura and Jim were hired as travelling bloggers to extol the retail giant’s virtues. It was later shown

For example, Sony Ericsson launched a stealth marketing campaign called “Fake tourists” to promote their new mobile phone. Sixty actors took to the streets in 10 US cities, with a simple task – ask unassuming bystanders to take your picture. The aim was to enable consumers to interact with the product, and it certainly worked.

John Maron, Sony Ericcson’s marketing director, came up with the idea, and says: “That was an easy way to create a very non-evasive interesting conversation with somebody without the pressure of it feeling, like, this is a pitch.” Campaigns such as this can be extremely successful at creating buzz surrounding a certain product as it enables consumers to actually touch, feel and use exciting innovative products in a natural environment. ‘Wal-Marting Across America’ referred to a blog launched by two tourists, Laura and Jim, as they made their way around the US in a recreational vehicle. The couple blogged about the locations, sights, people and experiences they encountered on their travels. They parked for free in Wal-Mart car

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that Jim Thresher was a photographer who worked for the Washington Post and Laura St Claire was his girlfriend. In 2007, a video "Bride Has Massive Hair Wig Out" purportedly showing an upset bride on her wedding day cutting off her hair went viral and was viewed almost 3 million times in two weeks. The video turned out to be an advertising stunt for Sunsilk hair care products, even though the product was not featured once in the clip. Whilst there is deception in most advertising, such as cars on TV that look so much slicker than in real life, people are aware of this and the rules that surround mainstream advertising. Stealth marketing is different – people aren’t even aware it’s advertising, by nature its undercover. Do it well and stealth marketing is an excellent tactic – the key is to keep stealth marketing ‘Stealth’. But next time a stranger starts talking to you, is a large corporation really behind that conversation? Product Placement - This entails placing of branded products in a context sans ads such as movies, music videos, television programs, news programs,books, broadways, music etc. Sony leveraged product placements in the movie

Flaunte' July 2013

Casino Royale (2006). A BDR disc is brandished, all characters flaunt VAIO laptops, Bravia televisions conspicuously occupy some frames and Bond has a cyber shot camera at his disposal to click photographs. Coca-Cola has also used product placements in many Bollywood films. In Taal (1991, ‘Rhythm’) the lead couple romance over a bottle of Coke and in Mohabbatein (2001, ‘Loves’), verbal mentions of Coca-Cola become prominent. Benefits of Stealth Marketing It can be difficult to execute a successful stealth marketing campaign, but if you’re able to pull it off, here are some of the positive results you can hope for:  Reaching potential customers who are typically cynical of advertising  Generating a grassroots buzz that has the potential to go viral  Giving customers the feeling that they “discovered” a valuable product or service While this kind of marketing typically takes creativity and planning, it can involve less financial investment, which is a huge benefit, especially for small businesses. Potential Drawbacks Stealth marketing can be tricky territory, especially in light of the FTC guidelines released last year. A company using this technique needs to be very careful that they are not misleading their targets or over promising results. Another drawback is that stealth marketing is viewed as being unethical in the eyes of many. Critics of stealth marketing use the nickname “roach baiting,” likening the technique to using poison. They see it as a method to manipulate consumers through dishonesty, and it can result in turning off potential customers from your brand indefinitely. Stealth Marketing In Business Many companies who use stealth marketing focus on physical placement of their products in front of potential consumers. Service-based businesses have the power of the Internet behind them to market their services. Some ways you can use undercover marketing in your business include:  Having someone, other than yourself, post positive reviews for your company on various industry web sites  Ghostwriting a blog post on the success a company has experienced from working with you and have it published on a popular industry blog (provided it’s factual)  Enlisting the help of current clients to vocally recommend your services in spontaneous ways  Creating social media personalities to casually plug your services during organic conversations The best use of stealth marketing employs constituents that already have an understanding and appreciation of what your business has to offer. Not only does this help maintain the level of trust and respect your hard work

has developed, but it is also almost always more successful.

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Stealth marketing: When you're being pitched and you don't even know it! In an example of stealth marketing, Julia Royter, 26, of Brooklyn, hands a New Yorker on the street her Blackberry device and asks for them to take her photo. It's happy hour, and Julia Royter, a pretty 26-year-old actress, flirts with a well-dressed man in a midtown bar. After a few minutes, she relents and hands over her BlackBerry Pearl for him to enter his number. But she'll never call. It's all a crafty promotional trick called stealth marketing, an ethically dubious practice that has regained the spotlight with Friday's release of the film "The Joneses." Royter is being paid to flirt. She's part of a covert ad campaign for BlackBerry that attempts to drum up interest in smart phones by putting them in the hands of attractive, gregarious young women who push the product without the public's knowledge. "I was with a bunch of hot girls and we would just walk into bars, whip out our BlackBerries and try to get guys to look at them by flirting," says Royter. "We'd say, â&#x20AC;&#x2DC;Put your number in my phone and I'll totally call you. We'll go out on a date!' But we just wanted them to try the BlackBerry. I definitely didn't call anyone." The company didn't respond to requests for comment. The dark comedy stars David Duchovny and Demi Moore as the heads of a seemingly perfect family that is actually just a team of stealth marketers paid by brands to look perfect and push products on their friends and neighbors. "Stealth marketers probably believe they're providing a service because they are providing information on good products they believe in," the movie's writer and director, Derrick Borte, told The Times newspaper in the U.K. "But I don't think there is a defined line for where it stops and starts. We have to be suspicious of every message we see from everywhere at this point." For companies who do it, the risks of stealth marketing outweigh the benefits, says Jonathan Margolis, CEO of the Michael Alan Group and co-author of "Guerrilla Marketing for Dummies." "It might work if the product is good enough, but ultimately the consumer is being duped," he says. "It's risky to stage something that people think is a natural occurrence. "There is a potential for backlash. Consumers don't like being deceived, and brands don't want to look bad." But not everyone views stealth marketing in a negative light. "Stealth marketing has a greater potential to make a more sincere impact on the public as opposed to a TV or billboard ad," says Jason Van Trentlyon, president of Street Guerrilla Marketing. "People are inundated with so many blatant advertisements on TV and in magazines that they don't pay attention anymore. This is a way of creating buzz, and any buzz is good buzz." Please visit at https://www.facebook.com/FlauntNDIM to view ads. Some classic example

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CHANAKYA NITI: CASE STUDY Lakme's new muse: The working woman

n uncharacteristic style, the Rs 25,810-crore Hindustan Unilever (HUL), the country's largest fast-moving consumer goods company, has silently gone about revamping its office wear portfolio in the cosmetics space in recent weeks. Called '9 to 5', it is taking on international brands such as L'Oreal, Revlon and Chambor that have traditionally targeted this segment in a big way.

According to data released by the National Sample Survey Office (NSSO) last month, India's female workforce in urban areas stood at 27.3 million between July 2011 and June 2012 - the period for which the analysis was done - versus 22.8 million between July 2009 and June 2010. There is a growth of 16.48 per cent, which is reasonable, given the high dropout rate of women from the labour force on account of marriage, starting Lakme remains the dominant player in the Rs a family and other pressures. 1,100-crore organised make-up market in India. With cosmetics use growing in India and more women But the growing bunch of women trooping to work moving into the urban workforce, experts say the is still substantial enough for cosmetic majors to sit pressure to come up with chic products is growing. up and appraise their portfolios. Lakme appears to Women are increasingly getting aspirational and also have done just that. Arun Srinivas, vice-president, have the means to ensure they can buy what they want skincare and make-up, HUL, says, "The number of in their drive to enhance their beauty. contemporary professional women in Indian offices is increasing with societal changes. Lakme 9 to 5 offers women a unique range of longwear make-up that allows them to look their best and go about their work with utmost style and without any touch-ups." This will be the second time in two years that Lakme has come out with a long-wear range, that is, makeup lasting through the day. Last year, the company had launched Absolute, its range of premium baked make-up, at the upper end of the market, targeting women who wanted chic but effective products that lasted through the day. Actor Kareena Kapoor endorsed this line by Lakme. In recent years, most international majors have focused on offering Indian women no-fuss but stylish products. For working women, this is an enticing proposition, given that they barely have the time for repeated touch-ups. Satyaki Ghosh, director, consumer products division, L'Oreal India, says innovation has been at the heart of this strategy of offering no-fuss but effective products. "We are clear that if we have to make a

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difference, it has to be through a range of stand-out products that are stylish and neat and do not take too much time when applying," he says. This has taken different shapes, from interesting colours in segments such as lips and nails, two big categories in make-up, to innovative products such as a kajal that can be twisted open like a lipstick or a compact that doubles as a foundation. L'Oreal Paris, along with Maybelline (at the lower end) and Lancome (at the upper end), has attempted to make make-up utilitarian as well as look good through such products, to draw the attention of the consumer. Innovation, say experts, has also become imperative in the cosmetics space because women today are not hesitant to experiment with their products. This is increasingly becoming evident in nail colour, for instance, where even working women can be found trying out newer and bolder shades without worrying about how their colleagues would perceive them. As Anand Ramanathan, associate director, KPMG (management consulting practice), says, the cosmetics industry is seeing a shift with consumers wanting to try out newer and better products, with women going after brands that offer them a little more than what others would. Ghosh puts it succintly, "Women today do not want to try out their mother's brands." Lakme has responded to these mutiple challenges with a range of products from eyeliners, compacts, blushers, nail polish to lipsticks under 9 to 5. "Lip and nail colour, in particular, are new additions to the range," Srinivas says. "The packaging has also been revamped to make it exciting for the working woman," he adds. Experts say that as disposable income among women go up, the pressure to adopt new styles will increase. "The pressure to innovate will certainly go up as consumers become demanding," says Ghosh of L'Oreal. What is partly fuelling this pressure is the awareness among consumers of global trends. "Women know what is happening abroad and in a globalised world, they want to be part of an international trend or phenomenon," Ghosh adds. The homegrown universe of beauty and fashion bloggers has fanned such trend-spotting. Lakme has also played on pricing for its revamped range for the working woman. It is priced between Rs 200 and Rs 600, bringing it within the reach of most. International brands such as Revlon, Chambor and even L'Oreal Paris are all priced over Rs 500, and Maybelline is the only mass-market brand among the global players.

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ARTICLES

“Best Article of the Month” - Samsung: At an Enviable position

Sayan Chakraborty, NDIM

t was December 1995 when Samsung came in India via a 51-49 % joint venture with Videocon Industries and the name was hardly recognized to all. Though Samsung had started their business in the year 1969, but before the starting of 21st century it was just nothing but a Korean electronics company. In the world of electronics market, the company has been stating to press the footprint from middle of last decade and by 2010 Samsung became world’s No.1 firm by following both Japan’s and China’s business strategy of innovation and flow of goods. In mobile phones, tablets and flat panel TVs the company is doing so well that it dispatched the former global giants like, Sony, Nokia and even Apple. At this present scenario, mobile and tablet obsessed world’s marketing topography is now under the control of Samsung. Samsung comes into the spotlight with its efficient R&D department. It always amazes the customer with its innovation and maintains the product quality by producing each and every essential spare part by its own house for individual devices. It helps (production of each and every spare parts in its own house) to reduce the cost of production. In the last financial year (2012-13) Samsung had total sales of $187.8 billion and $29.9 billion net profit. If we consider Indian mobile phone’s market then Samsung takes the lead and also in the home appliance sector Samsung is leading after LG. India is the 2nd largest populated country and where about 60% of the population is aged between 25 to 40 years. In the largest FMCG market, Samsung have some special marketing strategy to penetrate. Many other companies can’t catch the perception of this market but Samsung did not do the same mistake. The company knows that the Indians are ready to pay suitable amount for a good product. To make

a strong foothold in the large rural market of India, Samsung launched many budget oriented phone priced around Rs.5000/- and in that segment Samsung has as many as 69 mobile handset including 3 android version and 16 touch screen variance. In this price range no other company can give such good product and this move proved to be favorable for Samsung. Samsung now has 15 R&D operations centre throughout the world from where the latest product Samsung S4 took its birth in the last year just few months after Apple’s iphone5 had been launched. Samsung took the same strategy which Apple used to take in the period of Steve Jobs like Broad way show and it made same hype as Apple which is now the only competitor of Samsung in mobile phone sector. To contribute to the Korean society Samsung reduced its foreign workers by 10% and fulfilled the need by Korean workers. The CSR department allotted $4.3 billion in eco-management fund in the last financial year. The company also increased its advertisement expenses from 1% to 3.5% of total sales in the last 2 years with a recent tagline “Samsung digital, everyone is invited.” furthermore increased its mobile phone sales by 400%. Now, the all high end mobile of Samsung are operated by Android system (Google’s open source operating system for mobile).However, in a few months, Samsung is expected to launch its own open source operating system, Tizen, which is developing with Intel which will be better than Google’s. “I talk to Samsung Often; and they make great phones. I cannot comment on something which I haven’t seen.” Said Eric Schmidt, Google’s executive chairman during his recent visit to Delhi.

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DANONE B’lue: Water gets a makeover

Angshuman Banik, NDIM B’lue, delicious “water based drink”, is an innovation of Danone-Narang Beverages, a joint venture between the French Group Danone and Indian business house Narang Group, launched in march 2013. RTDs (Readyto-Drink) or functional beverages, in India, include everything from ice tea (Nesta, Lipton) coffee, energy drinks(Red Bull, Cloud 9, Burn) to flavored water. The segment of restoration drinks within this space is nascent at the moment, with not too many players. B’lue, a new kind of soft-drink beverage is enriched with proprietary blend of vitamins (B3, B6, B9, B12) and minerals (potassium, sodium, magnesium) that provide essential nutrients. It is specially formulated with crisp, fresh fruit taste that can awaken mind and uplift one’s mood. Pierre Betat, country manager, DanoneNarang Beverages said, “It does not contain any caffeine, color, preservatives or carbonation.” If we take a drop of B’lue for chemical test, we’ll get water, sugar, acidity regulator, energy, minerals, vitamins and carbohydrate only. Why this is different: Criteria Impact  No Carbonation, so no fizz.  No Caffeine, so it's light on you.  No Artificial Colours, so you can see its true  No Preservatives, so it's more concerned about your health. In India, B’lue has been introduced in the flavors of Apple, peach and Guava and is available in 500ml pet bottle priced at Rs.30. At this price, B'lue is priced more or less in line with carbonated beverages and fruit drinks packed in plastic bottles of similar size. By targeting the upper-end in this price-band, experts say,” B'lue has avoided being over-priced, and at the same time, ensured margins.” Though B’lue is launched in other countries of South Asia like China, Indonesia by other brand name, these products (Apple & Guava flavor) are specially developed for India. B'lue is available in modern trade and travel retail channels such as airports, in 35 cities across the country. According to trade services Danone has been working to improve its penetration in traditional trade. "Our endeavour currently is to improve penetration in the cities we are present in," agrees Tarun Arora, country head, Danone-Narang Beverages. The target customer for this product is mainly the youth-Indians who want to be the optimal best and believing in design their life-style and living their passions. "Youth icon, Vir Das, is the brand ambassador of B'lue who truly represents the aspirations of a young India who believes in living their passion and pursuing their dreams", he added. The Strength of B’lue, a product of world’s number 2 beverage company DANONE is that it is a health drink and in the present market scenario the price is very much competitive. Being a new product, the company has to attract a large number of middle class people towards them. Priced at Rs.30/500 ml, it may fail to do that. There is also lack of variety of flavors, which can be an essential Weakness. Since India didn’t get this type of product earlier and their target customers are the young people in India which is almost 60%, B’lue has a good Opportunity to be a successful product in future. A huge percentage of soft drink market is captured by other well-known companies like Tata Global Beverages, PepsiCo (Aquafina) who are very soon going to introduce their own brands these can be the Threats for this product. The company should develop the promotions and distribution channel to make it more popular brand. Customer preferences, the most important thing for any company, should be maintained. As per Indian taste-bud they should introduce some more flavors.

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Milkha Singh: The Flying Sikh Tanya Varma, Amity International Business School

s soon as someone decides to write something about a legend, they are sure to research and re-research about that person. But here, I decided to write about a person whose story is ruling the box-office. His biopic Bhaag Milkha Bhaag has won a million hearts and inspired everyone to fulfill their dreams. Bollywood has its own ways sometimes to inspire people, and I have a live example of my younger brother who has joined the athletics team right after seeing the movie. A proud moment? Yes, definitely but what sets Milkha Singh apart from others? Why and how did he get this title? Why did he sell his story for just a mere rupee? I ended up seeing all his race videos on Youtube; nothing but plain goose bumps is what I experienced. A dash on the screen and before you know it he reached the finish line. He is Mr. Incredible and not just a flying Sikh. I salute his indomitable spirit.

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You know when you are this close to victory and something goes wrong, the earth shatters you give up hope, you get into your shell and don’t decide to come but there is a different breed of human beings altogether that exist out there who never give up, have the courage to move on and keep trying. One such man is our Flying Sikh, Milkha Singh. He is someone who didn’t get the respect and recognition at the right time. He has had his share of loss and regret. For him it was during the Rome, and Melbourne Olympics that he felt low, but he didn’t let that affect him. He had promised his coach that he’ll break the world record and worked towards it. You cannot achieve the best without aiming for it. Social media was flooded with tweets and status’s describing the movie, the performances etc. There were critic reviews and there were positive inspired people who couldn’t stop praising. There was a poem by a 6-year old girl named Sanjana: BMB taught me to strive for the best; BMB taught me that life is full of zest…… BMB has given new funda; BMB has taught me to be Zinda. (Via Twitter) But who was it about? Milkha Singh who sold his story for a rupee because his son had asked him to, he wanted the world to know what his story was but he didn’t know who would tell it the right way. His son asked him to give it to Rakeysh Mehra. The money was not the issue but it got sensationalized as always. The story was the main agenda, he wanted the masses to know about his struggle, he wanted the youth to be inspired and of course he always wanted this one dream to be fulfilled where India wins the Gold medal for athletics at the Olympics. The movie is not true completely; a few facts were left out though. He tried to join the forces three times but he got lucky on the 4th try. Paan Singh Tomar, another athlete was his junior and Milkha Singh had once defeated him in a long-distance race. Out of all the 80 races he has been a part of, he has lost only 3, sadly he is remembered mostly for those 3 lost races. He also broke the world record at the Rome Olympics. The profits from the

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film Bhaag Milkha Bhaag will go to a trust that supports athletes. The name of the film came from the last words of Milkha Singh’s father. Apparently he has refused to accept the Arjuna award as he was listed with sportspersons who were nowhere close to what he had achieved in the field of sports, he was not getting what he deserved. He had seen a lot in his past, right from the freedom struggle to his childhood, the transition into his youth and then joining the forces, and then fate had other plans for him. He got selected in the athletics team, but all these are known and common facts now, thanks to Farhan Akhtar. He proved his mettle when he won the race against Abdul Khaliq at the Tokyo Asian Games. But that was not enough he was called to Pakistan because they couldn’t digest the fact that he beat him. But when he won the race yet again they had no choice but to accept the true spirit and hero. He was christened with the title of the “Flying Sikh” by the then Pakistani President Ayub Khan. He never gave up. And all he asks for is that the citizens of the country to think that they can do a lot for this country. He wants them to realize their potential, strive for excellence. Not just for individual glory but to look at the bigger picture. Put your heart and soul into whatever you do because if it’s not from the heart then it’s not something you want to do. Strong willpower and determination and don’t just see them as words randomly thrown at you, go down deep into each word and try and imbibe them. Be that confident brush stroke a painter makes on his canvas, be that beautiful line a poet writes on paper and be that strong will powered person who doesn’t see who is behind or who is ahead but who just sees the finish line and runs wholeheartedly. Be humble. His last desire: “My last desire before I leave this world is that I want an Indian boy or a girl to win an Olympic gold medal for the country and for my sake. I failed to win it in the Rome Olympics in 1960," Singh, nicknamed the "Flying Sikh,"

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Sahara Q Shop: Exploring new frontiers Sayan Chakraborty, NDIM

In India, Sahara is a well known brand for its financial institutional based business. The company established in the year 1960 by Mr. Subrata Roy, and expanded its business to a high. In August 2012, Sahara announced a new vision - focusing on the world’s largest growing retail market of India i.e. a new segment of its business, “Sahara Q Shop”. As per the company’s concern thve letter ‘Q’ denotes three major things of customer satisfaction: Quality, Quantity and Quickness. The launching ceremony of the Sahara Q Shop was organized in a greater prospective announcing war against the impurity in FMCG products. Sahara Q Shop is basically an organized retail. The items which are sold in the Sahara Q Shop can be divided in mainly 4 categories namely; food, Non food, Water, General merchandise. Now the company wants to introduce fresh apparel segment by its own brand name. In the shop most of the available items are either manufactured or packaged by the company itself which is the main positive approach of the company. Sahara is giving guarantee of minimizing the unfair means. Now, if we consider the pricing strategy of the company, we can find that the prices are lesser than any other departmental stores which are doing their businesses in India. This store is build upon maximum 500 sq. meter per shop. The area is negligible in comparison to the other modern trade which is the main competition of the company in India. The company’s strategy is not to open stores with large carpet area but open more number of small stores which is one of the major reasons to minimize the operation costs. Sahara Q Shop targets mainly the metro cities where the customer base is available. The company had an achievement in the form that it opened 315 stores on 1st April, 2013 at 4:00 p.m. in 10 states in India which is awarded as the world record of ‘Achievement for the most stores launched at a time’ by Guinness book. Now, the company has 550 operational stores in India. To reach the target they now look towards the tier 2 cities and the rural markets where it is observed that there is lack of organized retail though there is latent demand. The effects of FDI policy in India (100% in single retail) will increase the supply of foreign currency in Indian economy which will help to increase the purchasing power of Indian currency. Hence the effect of FDI has some good impact on Sahara Q Shop to increase their business in India and abroad. In India, the company has many renowned competitors who have been doing well in the retail market. But those other companies have some problem that they are not big in numbers; they are not wellknown in the sub urban areas and the connection with the lower middle class people is also not enough aware in those kind of shopping experiences. The competitors are mainly More, Reliance Fresh, Spencer’s and Godrej’s Nature Basket. The starting kick of Sahara Q Shop is extremely sound able to the organized retail sector. The company is a new comer in this sector but this company has ability to attract white light on it in the future stage of performance.

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SIP - “My Mock Job Experience” TOSHIBA INDIA Pvt. Ltd. Anish Chhabra

I got an opportunity to work with highly skilled professionals of TOSHIBA INDIA Pvt. Ltd., as a part of my Summer Internship Programme. A complete exposure was given by Toshiba team of experts, to basic principles involved in Project Management as well as to the various techniques involving commercial, logistics, design engineering and quality aspects, procurement and production control, and various monitoring techniques of project planning and control. All the main focal points were covered in detail, which has helped me in gaining knowledge and analyzing the various constraints involved in project management. Apart from the technical knowledge provided by them, the understanding of Japanese Corporate world, their approach to value loyalty and cooperation over aggressiveness and competitiveness inside the organization and inclination towards leading innovation, has helped me in developing my managerial skills. Toshiba employees tend to take pride in their jobs and work long hours to demonstrate their dedication in hopes. This group of reliable employees, being a huge benefit to the company, has refined my approach towards work and advanced my abilities. I am so grateful to Toshiba’s team of experts, who helped me in detailed learning of the concepts and its application, considering me as a team member and part of Toshiba’s network during my entire stay of training. The personal support and consideration, which I got from the team, will always remain unforgettable.

Sharekhan Ltd. Himanshu Shekhar

It was a great opportunity to work as summer trainee on sales profile for two months at Sharekhan Ltd. The actual work that I did for them was not at their office but in the market. Within a week I found myself sitting with clients in big corporate and industry. During my training I had to collect data and generate lead from it and fix appointments both at B-B and B-C level and get them converted into potential customers. The main aim of my training was to open demat account and acquire customer and promote share khan as an authority in the industry via seminar, canopy, road show and demonstration. The most challenging part of my training was to get appointment in the corporate and the most enjoyable part was to share drinks in the same corporate with the stalwarts after seminar and presentation and deal. I would definitely recommend sales training of financial products to all as its real marketing skill where you have to take out money from their pocket by promoting your brand and creating need for them could summarize the advantages of my training in points as 1) Have an edge in the job market 2) Networking opportunities 3) Application of classroom knowledge practically 4) Gain confidence 5) Be disciplined and punctual Thus I completed my training in following stages -: a) Core work- I had hands-on experience of live terminal of trade tiger of share khan ltd.and contribution to business of company by opening accounts with good margin. b) Team work- Besides giving me opportunity to work on a business challenge that the company is facing also lead to team bonding with other summer interns and multiple presentation and interaction opportunities with top leadership of the companies. c) Leadership development program- The summer associate program was a very well thought out and structured with impact and multiple touch points that enables the intern to learn more about the company. In short my summer training was awesome.

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PANASONIC INDIA PVT. LTD. Rashmi Bajwan

It is proven and well tested! The experience is definitely the best teacher. There are countless things I have learned during my on- the- Job Training at Panasonic India Pvt. Ltd, Gurgaon, India. Being in a new and never-been-to environment was a big challenge to me. I exerted great effort to cope up with the means and manner of culture of the new environment that I’d indulged into. I did my best to blend in and went in with the flow of what the real world is offering, the sheer pressure and always on the move, busy and fast pacing world of a corporate marketing world. A complete exposure was given by Panasonic team of experts, to basic strategies involved in Displaying of products in the market, as well as to the various techniques of measuring the performance of display of products to types of display tools being used by the company. Apart from the marketing knowledge provided by company mentors, the understanding of Japanese Corporate World, their style to assessment and cooperation over aggressiveness and competitiveness inside the organization has helped me in developing patience and managerial skills. This group of reliable and loyal employees, being a huge benefit to the company, has advanced my approach towards work. I am highly indebted to Panasonic team of experts, who guided me in such comprehensive learning of the marketing concepts and its application, considering as a team member and part of Panasonic’s network during my entire stay of internship. The personal livelihood and consideration, which I got from the team, will always remain extraordinary.

Sahara Q Shops Gaurang Singh

I did my internship in one of the largest family existing in the corporate world i.e. “Sahara India Pariwar”. Though the hierarchical levels exist in the company but only for the name sake as all the employees irrespective of their posts and designations are treated equally in the company. “Sahara India Pariwar” has its presence in almost all the sectors right from insurance to infrastructure, from hospitals to hospitality and how it has entered into FMCG through “Sahara Q shops”. This was the department in which I was being placed during my internship period. The company has entered into the FMCG sectors with launching more than 200 products at first and I was in a team which has to develop the markets for the mineral water of Sahara which is better known as “Q water”. We used to visit different markets of Delhi and NCR and educate the retailers and wholesalers there about the Sahara Q water. Being a new entrant, initially it was difficult to penetrate the product into the market as there are multiple brand available which shows high competitiveness but slowly & gradually as the time passed situation getting little easier as we realized that the market has enough space for any new product to enter and at the same time Sahara as a brand is very big in the market which made our job slightly easier as people could recognize the company and relate the product which it. All in all these 2 months were challenging and at the same time a great learning experience for me as it made me aware that how actually corporate world works and I am very thankful to the college and to the company for providing me a on the job experience which is going to help me in my career.

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First Cut - Be Emergency Ready!!!

ne day a young guy coming back from the office, he was very enthusiastic as it was a very first day in the office , when he was coming back home , he meet with an accident and dithered to his last breath , none from the crowd came to take him to the hospital , all dreams were shattered in one day. Doctor said if he would have admitted to the hospital on time, they could have save him!!! At times in our lives, we have faced with or witnessed situations that are life threatening to our loved ones, complete strangers or us. However, we are yet not prepared for such critical situation and we could play as savior to ensure such situation can tackled to save someone life. But Recognizing the need we really prepared to sensitize people and taking the lead in making them, emergency, ready, National Geographic Channel, in association with Medanta Hospital, launches the ‘Be Emergency Ready!’ initiative. Supporting the social campaign would be National Award winning actor Irrfan Khan. He would take charge to understand and wake up people about how their small initiative can save someone life. The campaign will kick-start with TV films featuring Irrfan Khan wherein he talks about the three important aspects of handling emergencies- act of knowledge , time & action and these can result in saving precious lives. It will then move on-ground with special emergency workshops designed by seasoned Medanta doctors across corporate houses in cities like Mumbai and Delhi. Engaging with the tech savvy online audience, the campaign will encourage people to share their inspirational stories relating to emergency situations. Elaborating on the launch of the campaign, Ms. Debarpita Banerjee, VP Marketing, NGC and FOX International Channels, said, “For the first time in India camera will go inside the multispecialty emergency room. Partner hospital Medanta allow NGC to show how head scratching situation are deal inside ER to save somebody life , VP further said that half of the battle Won people start realizing what to do in Heart attack or accidents occur etc . This show will not only spread self-awareness but also restrict rushes to deal such situation.

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Talking about his association with Nat Geo’s Be Emergency Ready campaign, actor Irrfan Khan said, “There is a certain negligence and dehumanization that plagues the society today. I am glad that a credible entity like National Geographic Channel has come forth to take forward this cause. I am happy and proud to be a part of this campaign and will do my bit in educating audiences. It will also be insightful for the viewers to watch the show ‘Emergency Room’ and recognize real life tensions and how it affects those who are dealing with it.” Dr. Naresh Trehan, Chairman and Managing Director, Medanta, added, “‘Be Emergency Ready!’ is a step forward to remove the deep fear is people mind for those who are strike with such serious situation. The main objective is to display how to lend help at appropriate emergency call which can interrupt tragedy. Our vision is to communicate the need efficient and dedicated team in order to deliver care of highest quality to ensure victim can be saved. The campaign focuses on sensitizing a society that displays marked indifference and educating them on emergency etiquettes. Spanning across on-ground and online mediums, the campaign culminates into a TV series – Emergency Room on National Geographic Channel that will showcase the realities that unfold within the four walls of an emergency ward of a hospital. To become a part of this change, log on to - www.facebook.com/ BeEmergencyReady and share your story or learn how to be Emergency ready! Please visit at https://www.facebook.com/FlauntNDIM to view ads.

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VISITORâ&#x20AC;&#x2122;S OPINE @ NDIM NDIM welcomes its 18th PGDM batch with an informative orientation programme. Senior Industry professionals congratulated and interacted with the new batch from day one at NDIM Campus. Dr. Suresh Goel, Director General, Indian Council for Cultural Relations (ICCR) inaugurated the Orientation Programme 2013-15. He congratulated NDIM students, faculty and staff on achieving new greater heights in the consistent Business rankings released which places NDIM in the top 15 B-schools of the country. These interactive sessions was thoroughly enjoyed by the students. Eminent speakers shared their invaluable thoughts and views with the students and interacted in order to give them a glimpse of opportunities and challenges for a manager. The programme was graced by the likes of: Mr. T.K.A. Nair, Advisor to Honâ&#x20AC;&#x2122;ble Prime Minister, Mr. P. Dwarka Nath, Advisory Group - Human Capital, Max India; Dr. A. Didar Singh, IAS, Secretary General, FICCI; Mr. Suresh Neotia, Chairman Emeritus, Ambuja Cements; Ms. Manu Sharma Khandelwal, VP & Branch Sales Head, HSBC; Mr. K.S. Bakshi, Executive VP-HR, The Oberoi Group; Mr. Suresh Kumar, CEO, ITC-Fortune Hotels; Mr. Pankaj Bansal, CEO, People Strong HR Services; Mr. N.K. Maini, Deputy Managing Director, SIDBI; Ms. Shivani Shah, HR Head,Computer Sciences Corporation; Mr. Bharat Singh Mehta, CEO, HR Synergy.

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BIZ QUIZ Q1. Which brand has created a micro site thefuturegenius.com an edutainment site, even roping in Ruskin Bond to blog? Q2. Who sent out 5000 telegrams with the message” The telegram retires today, with no plan for the future. Do you have a plan for your future”? Q3. With which brand would you associate Flyknit a sock like shoe that is expected to enhance the performance of the athlete? Q4. What is the Effie effectiveness index award? Who has won it this year? Q5. Connect the following Aardvark, Picnik, Dodgeball, Jaiku? Q6. With which e-commerce web–site has IRCTC tied up to launch its e-retailing business? Q7. It was at a time world's most valuable cellphone company when considered market valuation. The name means “Anywhere” in the local language. Which company? Q8. Which product is being advertised?

Q9. Whose logo?

Q10. What brand connects all 3 of them?

VOX POPULI

Is the govt right in going in for 100% FDI in telecom? To submit your views, kindly refer to the link: https://www.facebook.com/FlauntNDIM

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BIZ QUIZ : Answers Answer 1: Parle-G Answer 2: Birla Sun Life Answer 3: Nike Answer 4: Marketing effectiveness award. Unilever in marketing, Coca-Cola in brand, O&M in ad agency category Answer 5: Discontinued Google products Answer 6: Yebhi.com Answer 7: DoCoMo Answer 8: Parachute Anti Dandruff Hair Cream Answer 9: Starpreya Coffee Answer 10: Rolex

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