Published: November 15, 2018 |

MICA is going to host the 17th edition of MICANVAS, the annual marketing festival, from November 17 to November 19, 2018. The festival is awaited by participants across the country with 5000+ registrations up and counting for events to be conducted across three days.

The festival has chosen to rethink marketing from all aspects. The #Rethink idea is being explored this year to understand the different ways in which the consumer is reacting and engaging with brands and companies. The school of ideas has collaborated with companies and brands to pick the brains of the best budding marketers and find ideas to engage with the customers of future.

Topline Consulting Group headquartered in China is an insight driven strategic communications company which brings their extensive experience of working with global giants now to the Indian market. Topline has launched the ‘Annual Biz Challenge 2018’ in association with MICA. The challenge provides business school students a unique international opportunity to work on a business challenge for the world’s second largest smartphone manufacturing company, Huawei. The winning team will be able to get a first-hand experience by visiting the Huawei manufacturing facility in China and engage with the management at both Huawei and Topline.

Similarly, Diesel, which stands for passion, individuality and self-expression, has partnered with MICANVAS to launch ‘Hate It Till You Make It’ case study competition. The winners will earn a pre-placement interview (PPI) from Diesel Fashion India Reliance Pvt. Ltd.

The festival will end with a melodious performance from the musical genius of Salim-Suleiman. The sibling duo has been active in the Indian music scenario for more than 20 years. They have received critical acclaim for their compositions such as Kurbaan, Rab ne Bana Di Jodi and many more.

MICANVAS was launched in 2002 with a focus on strategic marketing and communication. The event engages marketing from a real-time point of view and conducts competitions, which are in lieu with the current problems and challenges in the industry. The event has previously hosted industry luminaries such as Siddharth Roy Kapoor (Production House Tycoon), Kunal Jeswani (CEO, Ogilvy India), Ajay Bhatia (Director of Marketing, Coca Cola) and many more.

About MICA

Established in 1991, MICA is the first residential institute in the country and perhaps in the Asia-Pacific region, dedicated to creating Leadership in Strategic Marketing and Communication.

Its spirit lies in its grasping of contemporariness, addressing the needs of an ever-changing environment. The MICA brand assures effective delivery of Strategic Marketing and Communication solutions to the industry, government and community.

Today, it is the alma mater of professionals serving in leadership positions in some of the best known companies in India and the world, in marketing, brand management, research & analytics, advertising, media, digital and other strategic marketing and communication-driven businesses. 

Media Contact Primary Secondary
Vaneet Chhibber Maithili Shriyan
Cell +91-9323619641 +91-9967592205
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Website www.mica.ac.in  

Published: November 15, 2018 |

The theatre society at MICA recently concluded their Annual Production for 2018-19. MICA Sankalp is the in-house theatre society entirely run by the students of MICA.

This year’s Annual Production – ‘Born From Fire', was performed on 26th and 27th October, at H. K. Arts Auditorium. The play was adapted by the famous novel 'The Palace of Illusions' by the celebrated author Chitra Banerjee Divakaruni.

'Born from Fire' was the story of a woman who brought about the fiercest war that mankind has ever seen. It depicted her journey from a young naive girl to a wise queen who had seen the darkest colours of mankind. The play aimed at presenting the epic without the shackles of gender and caste. In a nutshell, 'Born from Fire' was a retelling of Mahabharata from Draupadi's perspective.

The theatrical extravaganza was entirely directed, performed and organized by the students of MICA. Over 500 theatre lovers attended the play across two days. The play 'Born from Fire' was sponsored by Qutone Ceramic tiles and powered by Vivo Smartphones. The other brands who partnered with MICA Sankalp were Himalaya, Croma Retail Store, Happy Easy Go, O2 Spa, Auraganic essentials, Sun Coco, All Good Scent, Fluff in a Cup, Jashn, Havmor, Amicorum, The Dark Roast, Burgerlicious, Huber & Holly, Bestie Salon and The Project Café.

In the past 19 years of its existence, MICA Sankalp has successfully performed renowned plays such as Girish Karnad's ‘Tuglaq', Vijay Tendulkar's ‘Encounter in Umbugland', Dharmavir Bharti's ‘Suraj Ka Satwan Ghoda', Woody Allen's ‘Death' and Mahesh Dattani's ‘Dance Like a Man.'

About MICA

Established in 1991, MICA is the first residential institute in the country and perhaps in the Asia-Pacific region, dedicated to creating Leadership in Strategic Marketing and Communication.

Its spirit lies in its grasping of contemporariness, addressing the needs of an ever-changing environment. The MICA brand assures effective delivery of Strategic Marketing and Communication solutions to the industry, government and community.

Today, it is the alma mater of professionals serving in leadership positions in some of the best known companies in India and the world, in marketing, brand management, research & analytics, advertising, media, digital and other strategic marketing and communication-driven businesses. 

Media Contact Primary Secondary
Vaneet Chhibber Maithili Shriyan
Cell +91-9323619641 +91-9967592205
Email This email address is being protected from spambots. You need JavaScript enabled to view it. This email address is being protected from spambots. You need JavaScript enabled to view it.
Website www.mica.ac.in  

Published: November 14, 2018 |

In the recent ‘MICA Leadership Series’ (MLS) conducted by MICA on Monday, the CEO of VIP Industries, Mr. Sudip Ghose, delivered interesting insights to the students about the role of a marketer. The talk was titled ‘The Story After The Red Pill’.

He began by talking about the various functions that are performed by a marketer in a dynamic business environment. Ranging from product development, advertising, branding to legal and PR, a marketer has to look after a whole gambit of activities. He called marketers the ‘nerve’ centre of an organization who work collaboratively with internal and external parties to deliver value to the stakeholders.

He said that “Business doesn’t only rely on strategy. It relies primarily on operations. Any strategy is as successful or unsuccessful as its implementation.” He added that it is important to know ‘People, Processes and Procedures’ to understand the basics of working in an organization.

In this interactive session Mr. Sudip Ghose also talked about the industry. He said “There is no such thing as a boring category/industry for marketing. It’s about how we, as marketers deal with it”. He also added that the best place to understand the consumer is the market itself.

Mr. Sudip Ghose has 22 years of work experience in sales and marketing across varied industries like consumer durables, consumer electronics, telecom and premium personal products. He also has practical expertise in strategic planning and operations in functions like sales, product marketing,brand management, supply chain management, quality and service, consumer research, marketing analytics and insights.

MLS aims at bringing a balance between academic pursuit and thought- provoking perspective from the industry so that students can foster a holistic approach towards learning as well as decision making.

About MICA

Established in 1991, MICA is the first residential institute in the country and perhaps in the Asia-Pacific region, dedicated to creating Leadership in Strategic Marketing and Communication.

Its spirit lies in its grasping of contemporariness, addressing the needs of an ever-changing environment. The MICA brand assures effective delivery of Strategic Marketing and Communication solutions to the industry, government and community.

Today, it is the alma mater of professionals serving in leadership positions in some of the best known companies in India and the world, in marketing, brand management, research & analytics, advertising, media, digital and other strategic marketing and communication-driven businesses. 

Media Contact Primary Secondary
Vaneet Chhibber Maithili Shriyan
Cell +91-9323619641 +91-9967592205
Email [Company E-mail] This email address is being protected from spambots. You need JavaScript enabled to view it.
Website www.mica.ac.in

Published: November 14, 2018 |

Every year MICA’s second year PGP students proceed for rural immersion across India in collaboration with Corporate Foundations, Government Institutions and Social Sector Organizations.

This year, the student group also had the opportunity for international immersion in collaboration with US universities. The two weeks’ long international immersion program was offered by MICA in collaboration with Michigan State University (MSU), USA, recently.

Pic: Prof. Wietske Van Osch, delivering a session on – Science behind social media.

MICA also sent a group of six faculties for an international immersion. Commenting on these initiatives, Professor and Dean - MICA, Head - MDP Dr. Preeti Shroff emphasized, “cultural immersion in India and abroad are the key priorities for ongoing student and faculty learning at MICA. We are building partnerships with multiple organizations for MICA community’s academic, field and culture centered management learning that is locally grounded and globally relevant. The international immersion program for students focused on Digital, Marketing, Analytics and Communication subject learning in the US university classrooms, campus, communities and industry, including live Case studies and problem solving. The faculty group, individually and collectively, collaborated with over 15 US universities, faculty for global management research, program and pedagogical innovation experience. Both groups - students and faculty have returned with valuable academic learning and life transforming experiences that will strengthen MICA’s management education design and delivery.”

Through the immersion program, MICA students underwent multiple workshops, conducted by MSU faculties that deepened their understanding of various concepts. The topics of the workshops ranged from C-suite leadership to audience analytics, digital analytics, digital metrics etc.

“The International Immersion experience was transformative. I learnt a lot of new concepts and got structure for a lot of the concepts I previously learnt. I interacted with an amazing set of professors and got to experience a whole new culture. It was a riveting mix of academic, professional and cultural learning” narrated by Nitesh Raj, one of the student participants.

Prof. Prabu David, Dean of the College of Communications Arts & Sciences at MSU said: “The MICA immersive program was a rewarding experience. Their students are among the brightest in India and I enjoyed learning from their perspectives. At the same time, our world class faculty have much to offer and I believe their students received a rich mix of classroom training and experiential learning”. Prof. Wietske Van Osch, faculty of Media and Information and MSU StratCom, who also took sessions with MICA students further added “…working with MICA was a particularly rewarding experience given how intelligent and engaged the students in attendance were! I look forward to more opportunities to engage with MICA faculty and students in the future."

Prof. Jason Archer, Director M.A. in Strategic Communication Area at MSU and facilitator of this immersion, further stated "the excitement goes beyond just academics and cultural immersion. The [MICA] students and faculty were fantastic to work with. It was a truly collaborative experience."

 Pic: MICA Team at World Headquarters of General Motors, Detroit.

As part of the immersion, MICA students also experienced the industry side of US, and visited the world headquarters of General Motors in Detroit. Students also visited Dearborn based production facility of Ford Motor Company. In addition, students visited Detroit based office of Leo Burnett, where Skip Drayton, Executive Vice President of Leo Burnett shared some very interesting insights from advertising with MICA community.

They also visited the Grand Rapids Artprize Festival and experienced some of the great art forms of the world. “The International Immersion Program was a cultural eye opener for me, as it was my first experience of the West…”quoted Megha Upadhyay, another student participant..

In addition to students group, a MICA faculty team comprising Professors Anjali, Harmony, Kallol, Subrat, Sunita, and Suresh toured various US universities as part of their individual international immersion. The faculty members, individually as well as in small groups, interacted with senior academics of the communication and/or business schools of Michigan State University, Harvard University, MIT, Georgia Institute of Technology, Georgia State University, Texas A&M University, Northwestern University, Northeastern University, State University of New York, University of Pittsburg, and Virgina Tech.

Prof. Harmony Siganporia, MICA faculty stated- “the comparative lens is an invaluable one: opportunities like the international immersion ... give us the opportunity to really look at who we are as an organisation, and imagine afresh what we want to be; learning from all we’ve seen, but also remembering anew all that makes us so special as an institution to begin with”.

"The international immersion was a mind-blowing experience for me”- narrated by Prof. Kallol Das. “In a way, it was a pilgrimage tour for me as I got an opportunity to visit some of the most respected "temples" of learning in USA and meet their enlightened "priests. The experience has completely transformed my approach towards research".

Commenting on the International Immersions, Dr Shailendra Mehta, President & Director, MICA, said:

"MICA – is a specialized Management School that is situated at the intersection of Business, Marketing, Creativity and Communication. Our global partnerships enhance or connect and learning in these areas. Our faculty and students visit and immerse themselves for periods of one week to three months in our US partner schools that include Michigan State University, Emory, USC and Northwestern. We are also building a partnership with Topline Inc., a digital marketing corporation in China. All of these partnerships are helping strengthen our research and teaching portfolio. On the research front, MICA is planning to launch a Behavioral Lab early next year. We are also launching a global research initiative that focuses on Women’s Leadership Journeys in India, China and the US. In terms of pedagogy, we are bringing global learnings including cross-cultural cases, into the classroom. Connecting with the global network of MICA alumni for the purposes of knowledge sharing and industry relevant curriculum development is also an integral part of our efforts. We believe that taken together, these initiatives will help position MICA for though leadership in a variety of different areas."

Pic. Team of MICA Faculty on their International Immersion in US Universities

The immersion was a comprehensive experience ended with the Dinner hosted by Team MICA, wherein several MICA alums based in Chicago joined. They represented organizations like- Absolute Data, Abbott, IRI and University of Chicago etc.

"MICA has sent its students for an international immersion program after several years,” said Prof Anjali Bansal, MICA International Immersion Leader. “In the beginning, I was not sure how the program would go, but being at MSU and hearing the experiences of faculties visiting to the universities of repute is remarkable. This immersion has opened the doors of possibilities of partnerships with top notch universities in MICA’s endeavour to provide the best learning and development opportunities to its students and faculty members.”

Published: October 22, 2018 | B-School Events

As a part of the curriculum at MICA, second year students of PGDM-C course recently embarked on a rural immersion program in different parts of the country. The rural immersion program aims to educate the students about various grassroot level issues faced by villagers and gives them a platform to interact and engage with organisations working towards the betterment of these communities. The programme also has secondary benefits, wherein the students acclimatize to rural life and learn how people in villages function. The aim of the course is to create a knowledge base for students to understand and embark on rural marketing efforts, as the industry is shifting their focus towards Tier II, Tier III cities and rural areas.

This year MICA tied up with multiple organisations like SEWA, Jaipur Rugs, UNICEF, Adani Foundation, Swades Foundation and others. The students were given branding and communication projects and required to stay in rural settings for two weeks.

A group of 5 students were sent to the heartland of Gujarat, Bhuj. The students were tasked with visiting schools and having conversations with girls between the ages of 12-17 years to talk to them about their menstrual health and the importance of using sanitary pads so as to maintain long-term reproductive health. This was a topic that was still considered an awkward one to discuss, one that parents and elders in the family dreaded to have with young girls in their households, the result of which was that general awareness such as information about the reasons behind the occurrence of the menstrual cycle and pre-emptive measures to take during those seven days of the month were unknown to kids who should have otherwise known them at the tip of their fingers.

Jaipur Rugs, one of the organisations partnering with MICA, is India’s largest manufacturer of hand-knotted rugs, with weavers settled across the state of Rajasthan in small villages. A group of 3 students stayed with a family in a tiny village called Divrala, about 2 hours away from the rustic charm of Jaipur. They were instructed to observe and understand the lives of the weavers, live amongst them and become one with the community. The experience brought forward many learnings about the bare necessities of life, true happiness and collectivism.

The Swades Foundation, founded by Zarina and Ronnie Screwvala, aims at empowering rural India also participated in the Rural Immersion Programme. 24 students visited the district of Raigad for the research. The students of MICA worked on various projects which included studying the impact of Swachchta Bharat Program in Raigad, study the aspirations & need gaps on life skills of college graduate students and ITI students for better career aspirations in Raigad based on findings and then suggesting and recommending a course of action for students of the village and institute. Over the course of two weeks the students stayed in various parts of Raigad, specifically - Mangaon and Mahad area to understand the lives and problems faced by the residents of the area closely.

The faculty-in-charge for the same, Prof. Mini Mathur says, "Rural immersion at MICA is a small step towards sensitizing budding marketers to understand rural India. Lower overall resources, but strength in terms of pooling resources, confidence, love and respect, is what our students witnessed in rural immersion. As against the earlier model of open immersion, we worked closely with 9 prominent organisations working independently or supporting government initiatives in villages across India"

Speaking on behalf of her batchmates, Malvika said, “I think we live in a world where the more we have, the more we want. And in the midst of all this, it was an eye-opener to be surrounded by people who were so content with the little they had. The rural immersion program is truly an enriching experience that helps one understand life better.”

Another student Joy said, “I'd like to thank MICA and Swades foundation for this wonderful opportunity. I have never and I don't think I will ever get such a chance to interact with and visit so many adivasiwadis across the 6 blocks of Raigad. It was humbling, to say the least, to hear about their lives, their livelihood, their concerns, what ticks them, what works and what they have to deal with on a daily basis. We all have our own fight. It's at times like these when I realise that their fight is far greater than any of ours, the fight for survival and sustenance. My 'tribal' immersion was truly an experience to cherish.”

About MICA

Established in 1991, MICA is the first residential institute in the country and perhaps in the Asia-Pacific region, dedicated to creating Leadership in Strategic Marketing and Communication. 

Its spirit lies in its grasping of contemporariness, addressing the needs of an ever-changing environment. The MICA brand assures effective delivery of Strategic Marketing and Communication solutions to the industry, government and community.

Today, it is the alma mater of professionals serving in leadership positions in some of the best known companies in India and the world, in marketing, brand management, research & analytics, advertising, media, digital and other strategic marketing and communication-driven businesses.

Media Contact Primary Secondary
Vaneet Chhibber Maithili Shriyan
Cell +91-9323619641 +91-9967592205
Email This email address is being protected from spambots. You need JavaScript enabled to view it. This email address is being protected from spambots. You need JavaScript enabled to view it.
Website www.mica.ac.in