Bhubaneswar : 08 Dec 2024 ( pratyushanews ) Xavier Institute of Management, Bhubaneswar, witnessed COMMUNIQUÉ 2024, The Annual Media Conclave, on 8th December, 2024, organized by IlluminatiX – The Media and PR cell of XIM, Bhubaneswar. The theme for this year was “Brand Tales: Weaving Narratives Through Content.” The event was graced by dignitaries from various spheres of the industry: Ms. Amrita P K Purkayastha, Senior Global Brand Manager, Unilever; Ms. Kriti Singh, CEO and founder, Ekakshar; Ms. Pragya Paramita Sahoo, HR head – Matches and Agarbatti Business, ITC Limited; and Mr. Avik Sen, Associate Director, Strategy and M&A, Tata Consumer Products. Kicking off the event, Ms. Amrita P K Purkayastha, Senior Global Brand Manager, Unilever, delivered an enthralling keynote address. She remarked, “The universe is not made up of atoms; it’s made up of stories,” setting the tone for the day. Drawing from her extensive corporate experience, she outlined the essential elements of storytelling character, plot, conflict, style, and resolution and how these components create impactful brand narratives. She also shared strategies for integrating storytelling into marketing campaigns to connect deeply with audiences. Ms. Kriti Singh, CEO and founder, Ekakshar, highlighted the shift from product-driven to story driven campaigns, emphasizing the role of data in creating impactful narratives. Using examples likeBumble’s “Find Your Own Kind of Love” and Airbnb’s “Belong Anywhere,” she demonstrated how tailored storytelling models can resonate with diverse audiences and help brands stand out. Addressing the audience, Ms. Pragya Paramita Sahoo, HR Head – Matches and Agarbatti Business, ITC Limited, shared an inspiring story of how sustainability and inclusivity shaped her product development process. She highlighted how consumer preferences were prioritized while engaging over 150 visually differently-abled individuals in the initiative, creating a powerful narrative of inclusivity and empowerment. Mr. Avik Sen, Associate Director, Strategy and M&A, Tata Consumer Products, shifted the focus from consumers to brand builders, emphasizing that even the simplest elements can form a brand. He introduced a strategic framework for brand building, highlighting the importance of aligning narratives with evolving consumer preferences. Using compelling examples, he illustrated how Zomato integrates storytelling even in job offers and how a leading paint company transformed its narrative when transitioning from a product-centric to a service-centric brand. As the media conclave came to an end, the floor was opened for a question-and-answer session where the engaging questions and insightful contributions from the students left a lasting impression. Their curiosity and fresh perspectives brought new dimensions to the discussion. It was followed by a vote of thanks and felicitation given by Amrita Mohanty Communiqué 2024 successfully concluded with the powerful message .
