“360º brand communication means bringing to life a brand using all the possible contact points with the customer” said Ms.Vibhuti Bhatt , the Chief Executive Officer of One Advertising & Communication services Ltd. One advertising is a venture of Intas Pharmaceuticals. She was at PROTON Ahmedabad-Campus to deliver a lecture on the recent trends in Marketing Communication and Advertising. What makes Ms.Vibhuti a seasoned advertising professional is a proven track record of successfully leading complex enterprise level projects and an experience of 20 years in business development, branding and marketing, corporate communication and training.

This concept of 360º brand communication holds true in the case of “3 Idiots”, the film which broke all opening box office records in India. It was the highest-grossing film in its opening week in India as well as overseas and had the highest opening day collections for a Bollywood film.Within 10 days of its release, the film crossed the INR 1 billion mark in India and became the first film to do so.

In todays globalized world we require more integrated communication because of splintering markets, rising media costs, pressure on margins and competitive market. Earlier it was one Doordarshan channel that reached the masses. Now things have changed to reach the masses it is multiple channels and presence on one channel is not enough you have to present on multiple channels to reach the consumers. She further gave examples of Shri Narendra Modi on how he promoted Garvi Gujarat concept through integrated communication systems.

The session was quite interesting as it unraveled the mystery of successful promotion for building a Brand image in the market. The session further led into the areas of cross branding and promotion, consumer brand equation, product integration and differentiation. The Protons understood how the TRP of a television program affects advertising strategy for the various products.

Finally the enthused Protons tested their own knowledge by raising relevant observations regarding integrated marketing communication.