Published: October 08, 2016 | DNA | Tanushree Bhatia
dna Anchor Learning development and marketing communication
Students work with forest dept, tribals to make an impact
Ahmedabad: Students from MICA immersed themselves in villages across Gujarat for a week working on projects that ranged from helping tribes in the Dangs promote their products to helping a tiffin service group scale up their operations.
This was part of MICA’s rural immersion, which forms an integral part of the course on rural communication that aims to expose students to rural realities with an emphasis on development and marketing communication.
Talking about the same, Preeti Shroff, dean at MICA, said, “The rural immersion programme for the PGP students is designed as a structured experience to engage student groups with over 35 social sector organisations in agriculture, health, forestry, rural enterprise, women and youth leadership, human rights, CSR, rural marketing sector, among others. Through this programme, students focus on ethnographic, social impact and rural markets study and deliver specific project and services to the assigned organisational partners in various parts of rural Gujarat.”
Shreya Biswas, research associate at MICA, said, “This year, MICA partnered with organisations like Gujarat forest department, SEWA, Adani, Aga Khan and self-help groups so that students get an opportunity to work on live projects and gain field experience. For Aga Khan, the students worked on spreading menstrual hygiene. For a tiffin service group, the students worked to scale up their operations using their skills. For forest department, they had marketed Jambughoda as a spot for eco-tourism.” Vaibhavi Joshi, a student, said, “Five of us spent a week in the Dangs and Ahwa. The idea was to enhance their livelihood, scale up government schemes. The bottleneck was communication and the lack of motivation in them.”
“Five of us spent a week in the Dangs and Ahwa. The idea was to enhance their livelihood and scale up state government schemes. The bottleneck was communication and the fact that they lacked motivation. Hence, we recommended the forest department to initiate a change in behaviour.” -Vaibhavi Joshi, student
“Through this programme, students focus on ethnographic, social impact and rural markets study and deliver specific services to the assigned organisational partners in various parts of rural Gujarat.” -Preeti Shroff, dean, MICA