MICA HOSTS LECTURE BY TWITTER’S HEAD OF SPORTS PARTNERSHIPS | Press Release

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Students of MICA on Monday morning were treated to a fun and interesting lecture by Mr. AneeshMadani, who heads Sports Partnerships for Twitter. Brought to MICA by the student-run committee MLS (MICA Lecture Series), the session saw eager participation from students across the batches. Being a MICA Alumnus himself, Mr.Aneesh instantly struck a chord with the students present, making for an engaging lecture filled with energy and nostalgia.

Mr. Aneesh began his lecture by emphasizing the power of story-telling, something that served as the underlying theme of the whole presentation. He narrated the story of Twitter, tracing its history where it rose from being an experiment to how it became the powerful medium of self-expression that it is today. He described his role as that which entailed working with federations, athletes and sports teams, helping them tell a better story. Citing an example of how Twitter helped garner worldwide attention, driving conversations,he spoke about the 2014 football world cup campaign and the monthsof preparation that had gone into it. “All the 32 teams which competed in the tournament were on Twitter. This gave fans across the world a unique opportunity to listen to their stars and their favorite teams and follow conversations they were having.”

He proceeded to list down the three major components of communication as listing, connecting and creating. “Ideas come from the ability to listen and pay attention to the world around you. And you always want to connect with the people you admire,” he said.

Emphasizing how small ideas can create a lasting impact, Mr.Aneesh cited the example of ‘Vine’ and how the simple feature of looping short videos can create viral content. “Vine, through its short, snappy content combines the power of audio and video in a special way, enabling users to customize and remix them. This is how Vine moved from a social network to an entertainment network,” he said. He also hinted at the students to watch out for ‘Periscope’, which, he said, “is the closest thing we have, to teleportation.”

Answering student questions about the sporting culture in India and how Twitter facilitates fans to interact with their heroes, Mr.Aneesh said, “India is primed for sports. In today’s day and age, celebrities should be democratized, and Twitter tries to achieve that.” As the hour long interaction came to an end, Mr.Aneesh had a few words of advice for the students. “Destiny is just the strength of your desire. Keep at your goals and live the story. Success is about the moments and the stories they say,” he signed off.

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.

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