Innovative executions and creativity in Integrated Marketing Communication

Dr Kulveen Trehan

Guru Gobind Singh Indraprastha University

New Delhi

Dr. Kulveen Trehan is a senior faculty at the University School of Mass Communication, Guru Gobind Singh Indraprastha University, Govt. of NCT of Delhi with 18 years of experience in teaching and research. Earlier she worked in the advertising industry (creative concepting). Her research is on media literacy, advocacy, integrated brand communications, gender, media, and sports; and is currently involved in an international project funded by UNESCO on C4D.

She was conferred with the Iconic Women Award under the Exceptional Leaders of Excellence Category by the Women Economic Forum in 2019. She has chaired sessions at conferences in UK, Pakistan, South America, Spain, the USA, and India besides being invited as keynote speaker to summits, panel discussions, several talks in Webinars, FDP’s, Lecture Series in India and abroad. She is part of the team that developed the CSBC curriculum modules led by UNICEF, is currently engaged in designing e-modules and materials. She is on fellowship jury/ award committees for TRF-UNESCO. She is a resource person for training courses organized for senior defense officers.

Press Release

Public Relations Society of India

 Day 2 of PR – Mass Communication Orientation Programme for Students with

Dr. Kulveen Trehan (GGSIPU, New Delhi) on 2nd October, 2021 at 5:00 p.m.

Session II – Innovative Executions and Creativity in Integrated Marketing Communication

The Programme is in collaboration with Vivekananda Institute of Professional Studies (VIPS), sponsored by Hindustan Petroleum (HPCL).

New Delhi

2nd October, 2021

The second day of 15 Day PR – Mass Communication Orientation, organised by Dr. Ajit Pathak – National President of Public Relations Society of India and Mr. Y Babji – Secretary General of Public Relations Society of India took place on October 2nd, 2021. The orientation programme was inaugurated on October 1st, 2021 by Shri Naresh Bansal – a member of Rajya Sabha, Mr. Phileppe Borremans – President of the International Public Relations Association, The session premiered sharp at 5:00 p.m. on Facebook and YouTube Live.

Dr. Kulveen Trehan was the guest speaker for the second session of this academic initiative by PRSI. She delivered a talk on Innovative executions and creativity in Integrated Marketing Communication. The students of the Vivekananda School of Journalism and Mass Communication actively took part in commenting on their views during the session.

 Dr. Kulveen Trehan insightfully delivered the talk upon the fourth Industrial Revolution that has been brought by Integrated Marketing Communication. She talked about how the needs, interests, and motives of the advertiser, the agency, and also the audience has changed, more so after the pandemic. India, as a marketplace moved towards IMC in the second decade of the millennium. It made a shift from straightforward advertising towards creating one voice communication, orchestration, and branding. She additionally talked about the different communication tools that are used to promote one particular objective under IMC; such as, social experiments, moment marketing, ambush marketing, etc. There was also a comprehensive address of the innovations in the industry i.e. the appointment of Chief Performance Officer, acquisitions of mergers in the communication industry as well as data-driven communication.

Furthermore, Dr. Kulveen stated the changes in the consumers in the last decade due to urbanisation and increase in digital footprint in tier 1 and tier 2 cities. There has been a change in terms of their behaviour and attitude towards the social image of brands as well. To conclude the session, Dr. Kulveen presented the case study of the Apnapan Campaign by Uber which was launched in multiple Indian languages inculcating the idea of creating brand connect with the prospective buyers.

The lecture was well presented and stimulating with interesting examples and case studies. The session ended at 6:30 p.m. with pleasant remarks by all the listeners.

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