PRestival, a two-day Public Relations festival was organized at
the Devi Ratn Resort, Jaipur. Delegates included CEOs, Agency Heads,
Marketing/Communications Heads, Bureaucrats and students.
200 corporate communication experts, journalists, and students from
across Asia attended insightful keynote addresses and discussions
on Brand Building, Public Relations, and Social Media in the Communications
industry, along with fun, interactive activities at the event.
Bijoor, of Harish Bijoor Consults delivered the opening keynote
address, speaking on the current status of brand campaigns. Speaking
on the need for a fresh take on strategizing brand communication,
he said: "The consumer is yawning at PR that is old."
Delivering a presentation on the effectiveness of corporate CSR
campaigns, he also advised companies to add value to CSR by monetising
on Brand Communication Through PR was moderated by Nikhil Dey, (Genesis-Burson
Marsteller), with Tanmoy Mukherjee, (Lavazza), Gautam Paul (PR Newswire)
Paul explained the need for genuine brand activation, stating that
"You can buy as much editorial as you want, but paid media
is a waste of money."
Patnaik from Coca Cola discussed Coca-Cola's iconic 'Support My
School' campaign, highlighting the importance of social outreach
and sustainable development.
Rangnekar, Integral PR, PRCAI, moderated the day's final discussion
on 'Social Media: Pokes, Tweets and Censorship - the Challenges
of Online Communication' and the panel comprised of Ramesh Srivats,
(TenTenTen Digital Products), Ranjit Nair, (Germinait Solutions),
Preetham Venkky, KRDS (Facebook's Preferred Marketing Developer),
Anurag Batra (Exchange4Media Group).
Srivats spoke about the need to change perceptions and expectations
from social media and online campaigns. "Social Media is a
tool, but people are the real media now. Therefore, A real scalable
brand is one when people talk about the brand." He also identified
the need for brand action to generate conversations and buzz in
the online space. Tomorrow your TV and newspaper will also be social
and digital, and Brands will always need to create buzz to generate
Venkky spoke on the web as an important experiential medium. "People
are experiencing brands and products online before physically testing
them. Brands are pushing people to the digital space." He also
raised the issue of measuring and determining ROI in Social Media.
"The demographic on social media is still nascent, as its only
6 years old."
Nair, Germinait Solutions identified how brands should perceive
social media. "Brands should be listeners about their products
in the social space for service, pre-sales, and addressing complaints.
Only this can ensure participation from customers. During the discussion,
Anurag Batra (Exchange4Media Group) also identified a key arena
in the emerging social media platform. "Branded content will
be more and more valuable. All social media is essentially about
content delivery, and content-led business for this medium is a
2 of PRestival saw an opening discussion by Atul Kasbekar (Bling
Entertainment), Sidharth Singh (Glaxo Smithkline), R.D'Souza on
Reputation Management: Building Reputations for Brands, Companies
and Celebrities, moderated by Valerie Pinto (Perfect Relations).
Kasbekar delivered frank insights into world of celebrity image
management. "Typically a celeb in India has to deal with 2
countries- the Hindi market and the south market .We bridge both
markets for Bollywood celebrities." Sidharth Singh spoke on
the value-add from reputation building : "The more reputation
you have built up, the more price you can command. Consumers are
willing to pay for brands."
his Keynote address, Rahul Kanwal, Executive Editor, Headlines Today
spoke on media, ethics and corruption. Talking on government regulation,
censorship and editorial freedom, he stated: `News voyeurism needs
to be clamped down on, via a mechanism of licensing." He also
spoke out on the media as an agent of public accountability in recent
media-led investigations. "There is a public accountability
revolution in the country, due to the people due to flow of two-way
Menon, Spatial Access Solutions spoke on Measurement: Campaign,
Impact, Assessment - Do We Have A Solution?. She spoke on the spoke
on key aspects of branding, brand measurement, and establishing
perceptions. "In PR, if you cant measure it, you cant manage
it PR messages need to be crafted with the kind of painstaking detail
thats seen in advertising. We need to raise the bar, build relationships
rather than transactions."
at the event PRestival, Kunal Pal, Event Manager stated: There
is great need for more such events to bridge the gap between professionals
and experts from the communications industry spectrum, and share
learning and insight on a fun, interactive platform. PRestival also
serves as an essential platform for fun, learning and networking
for aspiring professionals and students.
entertainment arrangements include performances by psychological
illusionist Karan Singh, stand-up comedian Neeti Palta and DJ-duo
Toyz in Panic jamming with Rajasthani folk musicians.