6 – 8 April, 2015
MICA, Shela, Ahmedabad 380058, India

Programme Director

Prof. Subhash Tendle

Prof. Subhash Tendle has over 35 years of relevant hands-on experience in creating advertising and brand communication for well-known brands.

As Creative Director for FCB-Ulka for more than two decades, he has worked on a number of integrated communications campaigns for several major companies including Godrej, Ceat Tyres, Ciba Geigy, Crompton Greaves, ITC Hotels, Captain Cook (Atta and Salt), Santoor Soap and Nerolac Paints, to name a few. Now as a Professor at MICA, he heads ‘Crafting Creative Communication’ a specially designed programme for budding art directors, copywriters and ad film makers.

An alumnus of Sir J J Institute of Applied Arts, Mumbai, he is an accomplished illustrator. He has illustrated the first two titles of Amar Chitra Katha as well as ‘Gul Mohor Series’ of textbooks published by Orient Longman.

Special Guest Faculty

Madhukar Sabnavis

Vice Chairman and Country Head, Discovery and Planning, Ogilvy & Mather India Board, Madhukar started his advertising career with Clarion Advertising in 1985 and moved to Ogilvy & Mather in 1988. He currently looks after consumer knowledge and brand planning in India.

In the last 26 years, he has worked on a number of national and international clients. He has also helped create a new agency brand for O&M India- Brand David – in the Indian advertising market space. He has been associated with creative campaigns for many brands including Asian Paints, Cadbury, Coca Cola, ITC, Star, Titan, Unilever, Yum Foods, to name a few.

Madhukar also contributes a monthly column on the editorial page of Business Standard. Besides writing and advertising, his passions are cricket, Hindi movies and teaching.

Programme Objectives

  • To Understand what role a brand manager can play in developing ideas and the communication campaign that emerges out of it.

  • To provide insights into how a creative person’s mind works and how to deal with creative talent to make the most of it.

  • To understand the importance of creativity in the communication process and how to harness it as a management resource.


  • Importance of creativity in communication

  • How to eliminate the barriers to creativity

  • How to think laterally

  • How to write a good creative brief

  • How to evolve a creative strategy for persuasive communication

  • How to evaluate a creative idea or campaign

  • How to give feedback

  • How to reward your creative team

Who should attend?

  • Middle and junior level executives in brand management, product management, advertising, marketing communications and corporate communications of marketing-led companies (in FMCG, Pharma, Media, Retail and Real Estate, etc.) -who are responsible for result-oriented creative done through their ad agencies.

  • Executives in public sector companies (and key government departments where communication campaigns play an important role) responsible for marketing communication and corporate communication will also benefit from this MDP.

  • Ad agency executives in client servicing and account management will also be able to get the best out of their creative teams after attending this MDP

  • Entrepreneurs, who may have started their ventures but now feel the need of some additional exposure in how to deal with and get the best out of their ad agencies or creative partners, will also find the MDP very useful.


In this MDP focus is on how to get the best value from your advertising agency, which involves a two –step process. In the first, we will discuss the Client-Agency partnership issues. In the second, since ‘learn-by-doing’ is one of the best ways to learn, we will try and emulate creative people going about doing their jobs. Of course, the purpose is not to turn you into art directors or copywriters, but to find the best way to deal with them.


All participants of this MDP on ’How to Get the Best Out of Your Ad Agency’ will be awarded a MICA certificate for successful completion of the programme.


6 – 8 April, 2015


MICA Shela, Ahmedabad – 380 058 (India)


Rs. 30,000/- per participant for the residential MDP.

Plus 12.36% service tax.

For International Participants

US$ 1,250/- per head + service tax of 12.36%.

  • The fee includes the programme fee (including programme delivery and course material) as well as full board and air-conditioned single room accommodation at the MICA MDP Centre.

  • Payment should be made by Demand Draft payable at Ahmedabad, India or a Pan-India Company Cheque in favour of Mudra Institute of Communications, Ahmedabad (MICA).

  • Payment can be transferred electronically to MICA’s savings account (00491000064062) at Bodakdev, Ahmedabad branch (0049) of HDFC Bank Ltd. (RTGS/NEFT IFSC:HDFC0000049).

If you remit the fee electronically, please include Name of Remitter (The name of the sponsoring organisation) and Purpose of Remittance i.e. MDP on ’How to Get the Best Out of Your Ad Agency’ in payment details.

Please send us the remittance details attaching the original payment slip along with the MDP nomination form to enable us to easily connect your payment sent by electronic transfer.


MICA's Service Tax Number: AAATM2168DSD001

The last date of accepting nominations is Monday, 23rd March, 2015

We recommend that you send your nominations early. If, for whatever reason, you cancel it, we will refund the fee provided we get your written request for cancellation at least 15 days ahead of the programme commencement date. In case the nominated person does not attend; the sponsoring company can nominate another person to attend the programme with prior intimation.


MICA extends a discount of 5% for a group of 5 or more participants attending this MDP as a team from the same organization.


For further information, please visit or get in touch with Narayanan K Nair, Senior Manager, MDP Centre at mobile: +91 9724447196 or E-mail: [email protected]

Shela, Ahmedabad – 380 058 (India)
Phone:+91 2717 308250 Fax: +91 2717 308349 E-mail: [email protected]

Click here to download Brochure

Click here to download Nomination Form