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Over 180 students of the institute participated in a four-day workshop

"We depicted various instances faced by men in daily life, starting from paying bills in a restaurant to looking like a ‘macho’. We showed situations where a man is expected to get up even when he is not sitting on a ladies’ seat in a bus."

- Somdatta Roychowdhuri, whose team worked on ‘Pressure of Masculinity’

Ahmedabad: The new batch of MICA, India’s premier management school for strategic marketing and communication, immersed itself into understanding social issues prevalent in the society through a four-day workshop, ‘The Photo Novel Company’.

It gave students an opportunity to communicate through photos by creating a photo novel according to script. The 180 students, who participated, chose themes like dysphoria, misconstruing feminism, pressure of masculinity, breaking shackles of beauty, homosexuality, gender stereotypes and living an offline life among others.

A presentation on treating the photo novel as a market product within a fictitious company was also a part of the exercise. Somdatta Roychowdhuri whose team worked on ‘Pressure of Masculinity’ said, “We faced several challenges, since we do not know the city. Hence, to shoot bus scenes, we took help from a nearby school. Another big challenge was that none of us had a professional camera.”

First two days were theoretical focusing on frameworks relevant to business management, strategic marketing and marketing communication. After that, we were provided training on skills such as script writing, photography, production management, page composition and editing, Roychowdhuri said. The students were divided into 15 business units (BU) of 12 members each.

The performance of each BU was measured using balanced scorecard on financials, customer, internal processes, and learning and growth.

The themes were chosen by students themselves and targeted urban youngsters in the age group of 15-21 years. The award ceremony, ‘The photo novel company excellence awards, 2016’, will be held in mid-August. Roychowdhuri said, “It was a great personal learning experience for me. It gave an opportunity to know each other, debate, voice our opinion and come to a consensus.”

Professor Kallol Das, who lead the project, said, “This is a unique offering that uses classroom-as-organisation model to provide training to students, who join the virtual company as ‘employees’.”

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