Renowned socialist and a permanent faculty with MICA, Ahmedabad, Mr. Mathew had a weeklong workshop with students from all the departments of SAIMC. The workshop unsettled the very foundation of the conventional thinking of students. The workshop was an eye –opener on a number of issues drawing the students’ attention to the various problems prevalent in the world that often escapes notice. ‘The Role of Media in Society’ was a topic discussed at length at the workshop. The workshop proved to be a learning experience that broadened the outlook of the participants towards a number of issues of the society.

Mr. A.F.Mathews conducted a 7 - day workshop with the students of SAIMC from the entire department on film appreciation. Participants learnt history of the art of filmmaking. Films and their contribution in shaping the society was one of the most debated issues in the workshop. The major stress was given on ‘developing the sense to watch films from the Director’s eye’. The week long workshop presented Cinema in an entirely different perspective. Great works of renowned Directors from all the corners of the world were screened thereby making participants realize that cinema is not just Hollywood or Bollywood.

Mr. Shantanu Bhattacharryya, a world-renowned Indian classical vocalist took students on a journey of Indian classical music. The weeklong workshop was an exploration of various aspects of Indian classical music. Discussions on various ragas, their relevance and their applications presented a whole new dimension of Indian classical music for the students. Mr. Shantanu involved every participant and took forward this involvement to the levels of indulgence.

Copywriting is an art form that encompasses various skills. It is a demanding profession that requires analytical skills, creativity, and good command of the language. Mr. Biswajeet Bannerjee a novelist, a copywriter and a documentary filmmaker conducted a 4-day workshop on copywriting. He highlighted the traits of the profession as well as provided various useful tips and tricks of the trade. His unique teaching methodology helped students in not only discovering the world of copywriting but also in realizing their own potential.

Assignment – Print Ad for Tamil Nadu Toursim and Radio Spot for XYZ Toothpaste.

Mr. Biswajeet Bannerjee took a 5-day workshop on creative writing. He introduced students to rules governing the process of writing and also explored various approaches that can be used for a better output. Among topics discussed were fiction and non-fiction writing and types of prose. Mr. Bannerjee also introduced students to the formats prevalent in script writing.

Assignment: short story writing and Script writing for a TVC.

Advertising in itself is a highly creative field. The whole industry is a quest for new and innovative ideas. Mr. Anupam Mishra alumni of NID had a 4-day discussion on ‘Creative thinking’ with the students. He provided students with a new perspective of watching various art forms including advertising. He also discussed various thinking techniques and approaches to arrive on an idea.

Assignment: TVCs for various brands carried out individually by every student.

Globalization has opened new possibilities but it has also posed new challenges in terms of cultural differences, new competitors and new turfs. Thus, taking communication to a higher level is important. Mr. Arun Nagpal conducted a one-day workshop on the new age of corporate communication. The workshop of the significance of corporate communication and ways of achieving a successful communication. Case studies of Amul Butter and Air India highlighted various roles of corporate communication.

Companies spend millions of dollars to create a brand. And then spend another billion dollars to maintain the brand position. Ms. Deval Karthik faculty at MICA, Ahmedabad conducted a 4-day workshop on brands and the myths associated with it. The workshop included the anatomy of a brand, its making, consumer perception of a brand and related behaviours. Case studies of Fastrack watches, Fastrack eye gear, Hidesign, Titan Sonata helped students in understanding the various stages of a creating a brand. There was also a discussion on understanding consumer psyche and using it for the benefits of the brand.

Assignment: Promotion Ideas for Fastrack watches and designing a product based on daily life problems.

Media is a fast changing field. To be a media professional one needs to be well aware of the dynamics of the industry. Mr. Ujjawal Choudhary, Director, Symbiosis Institute of Mass Communication, Pune interacted with the students of SAIMC on is the topic of convergence talking on the issues to be kept in mind for success in media industry. The workshop emphasized on the importance of constant learning and improving oneself daily to be a success.