On the 13th of July, 2010, PROTON business school conducted a unique session on ‘Advertising - the Search for a Big Idea’. The eminent speaker was a versatile professional from the world of advertising, Mr. Sandeep Jain. Mr. Jain presently is the CEO at The Communion. He specializes in Advertising, Photography, Brand Building, Designing, Web Based solution, Communication Consultancy, Education and Social Work. He had been a Photographer at 36 Exposure where he excelled in architecture and interior photo shoots as well as in fashion photography. He also worked as a Visualiser at Percept Swift.

Mr. Jain said that advertising is all about solving market problems in an interesting and different manner. Sometimes advertising is a question of responsibility which can be carried out by effective communication. He also stated that any creative project need not require a creative client. Such customers appreciate positive changes in the project. Creativity in advertising is the search for ‘the big idea’.

The guest made the session very interactive giving various examples of products such as Tanishq, Bisleri, Coca Cola and Dispovan Syringe. He said that perception plays a very important role in advertising. The ideas that come out should be a differentiator to generate sales for the product. The example that he quoted was of the brand ‘De Beers’ where he said that the product differentiator must touch the heart of the customer. He also said that while selling a product, one must not sell every feature but stick on the best one. The guest answered the queries of the Protons and gave illustrative examples for the same.

Mr. Jain structured a remarkably insightful session for the Protons, comprising all aspects of the challenging art of creating a new product from the initiation. The session concluded with the fact of realizing the need to have a deep market analysis, demographics, demand, substitutes, competitors, etc. before advertising for any new product.

Prof. Varun Gupta, CEO, PROTON business school thanked Mr. Sandeep Jain for giving his time and sharing deep insights with the Protons. The Session concluded by reciting the PROTON Honour Code by the positively charged Protons.