Amrita School of Arts and Sciences, Kochi
“ Creativity without strategy is called Art.
Creativity with strategy is called Advertising.”
organised by
Depar t m e n t o f V i s u a l Me d ia a nd Communic a t ion
Amrita Sch ool of A r t s a n d S c i e n c e s , K o c h i
Amrita School of Arts and Sciences, Kochi
We at Amrita are back with yet another knowledge sharing mission!
Deriving inspiration from the profound words of our Chancellor Amma:
“Knowledge is like a river – it’s nature is to flow. The dharma of knowledge is to
flow to all corners of the world and nourish the cultures there.
We should never stem its flow and thereby turn it into a stagnant pond.”
Let us believe in the words ‘Knowledge grows when shared‘.
Strategy is the structured plan-of-action before the execution of any endeavor. From
wars to common-place budget planning in our own homes, strategy plays the most
vital role in the day to day lives of modern society. There is not a single field of
human activity where strategy is not employed. In the creative commercial field of
Advertising, Strategy forms the fundamental backbone! Something that is holy and
sacrosanct in one culture maybe blasphemous and satanic in another culture. In the
wake of this rigmarole, the workshops focuses on what to include and what to avoid
while working on Trans National Cross cultural scenario.
Strategy forms the fundamental backbone!
What is it all about ?
Three days of Knowledge Brainstorming and Practical
Workshop at the National Level on Creative Strategy in TransNational, Integrated Cross-Media Convergence
The topic covered under:
• Extension of Sound Marketing Strategy
• Effective advertising – take consumers’ view, not attributes
• Breaking through the clutter
• Promise Vs Delivery
• Overwhelming the Strategy. Managing the balance between Creative and Strategy
• Perspectives on Creativity
• Determinants of Creativity – Divergence and Relevance
• The Creative Brief
• Finding a Major Selling Idea
•Positioning
• Understanding ‘Cross Media Convergence- phenomenon and techniques (Campaigns that need concurrency on multiple media such as Print, web, Mobiles, Coupons, Outdoor, LCDs and handling related challenges)
• Handling Interactivity
• Creative production strategies
• Case Studies - various campaigns
• What if ’? Exercises
•Workshop
• Team Presentations
• Analysis, production evaluation sessions
Three days of working together with
an eminent personality Sri. Sankaran
Nampoothiri, who is a doyen in the
converging areas of internet and
advertising. With an extremely friendly
and approachable yet professional
attitude, Sri.Nampoothiri’s brain is an
ever flowing fount of inspiration and
innovation. Sri. Nampoothiri is both a
Creative Genius and a hard core Web
Technologist cum Programmer.
This event is organized by the
Department of Visual Media and
Communication at Amrita School of
Arts and Sciences, Kochi under the
Amrita VishwaVidyapeetham, one of
India’s leading research and teaching
universities. We have the best talent
pool of creative professionals in the
faculty. Through uncompromising
quality in educational delivery our
University has won us numerous laurels
and recognitions including the much
coveted highest grade of ‘A’ Grade from
NAAC. A review report of the Ministry
of Human Resources Development
listed Amrita in the top category of all
Indian universities. Our international
collaborations, achievements and
recognitions are innumerable.
We continue to grow as we deliver more and more!
The Practical Workshop portion of the event will have the
Creativity Guru, Sri. Sankaran Nampoothiri of Chennai
interacting and guiding the participants to come up with
Creative Strategies, and making them put their ideas real time,
into practice with intensive sessions in the multimedia lab.
The Captain of the workshop:
SRI. SANKARAN NAMPOOTHIRI
Sri.Nampoothiri is an Advertising and Web technology Architect and Consultant based at Chennai.
He has Worked with Dattaram Avertising, Bangalore, the oldest Indian Ad Agency (worked on
campaigns for Jindal Aluminium, NP Chewing Gum etc.). He established Password, India’s first
Graphic Art facility. He is the first to import Apple Macintosh, Pagemaker, Word, Cricket Draw
and a host of the graphic software we now use regularly. In the mid eighties, he ran branding,
corporate identity, design and print consultancy services for several ad agencies. He also did work
for several corporate clients including SPIC, Rane Motors,Indbank, SRF Finance, Bharat Overseas
Bank, Cholamandalam Investments, Kalakshetra, Brilliant Tutorials and First Computers. He was
associated with the launch of products and services for some of these clients. Set up the Graphic
Arts Department for Stanford University Press, Singapore. Set up Century Advertising and served
as its Director for several years until he moved on to become an entrepreneur in the IT enabled
services. He continues to be involved in strategic web presence consultancy for several national and
international brands to date. His passion for technology has led him to some innovations, including
his own patented IP, for some ‘soon to be launched’ services in the cross-media advertising scenario,
combining the powers of synergy of the web, mobile phones, speech synthesis and search engine
semantics. He is also the Founder Trustee of the College for Leadership and Human Resources
at Mangalore, besides being a Founder Trustee of the Guruvayurappan Institute of Management,
Coimbatore. He has conducted several seminars and workshops on a range of topics including
Advertising,Design, Data Security, Cyber Crime and topics from Indian Culture and Tradition. He
is also a passionate blogger.
Sri. Nampoothiri will be assisted by our own faculty members in the specialized domain of Advertising, Applied
Art and Branding.
The wor ksho p on Crea tive Stra
tegy in Tran s-Na tion al,
Inte grat ed Cro ss-Media Converg ence
is for you :
tegy side of Advertising.
• Aspiring students who are keen on a career in creative /stra
• Professionals already in the advertising Industry. stry
• Strategy planners in the advertising and branding indu
PROGRAMME SCHEDULE
DAY 1 – 11 th November 2013
10:00 am – 11:30 am :
Inauguration and Keynote Address
11:30 am – 12:30 am
:
Formal introduction and Overview of the Workshop
12:30 pm – 01:30 pm
:
Lunch
01:30 pm – 03:00 pm
: Workshop Begins
Introduction of Trans National, Cross cultural and Cross media concepts (theory)
Formation of small groups
Ideation Techniques / brainstorming fundamentals
03:00 pm – 03:15 pm
:
Tea Break
03:20 pm – 04:30 pm
:
Workshop continues: Making Ideation sketches,
mind mapping etc.
04:30 pm
Conclusion of the events of Day 1 with Shanti Mantra
:
DAY 2 – 12 th November 2013
09:30 am – 09:45 am
:
Prayer followed by formal beginning of Day - 2
09:45 am – 11:00 am
:
Finishing touches to ideation/ Campaign planning / layout
11:00 am – 11:15 am
:
Tea Break
11:15 am – 01:00 pm
:
Lab session/ photo shoot: putting the ideas into design
11:00 am – 11:15 am
:
Tea Break
11:15 am – 01:00 pm
:
Lab session/ photo shoot continues
01:00 pm – 01:45 pm
:
Lunch
02:00 pm – 03:00 pm
: Lab session continues
03:00 pm – 03:15 pm
:
Tea Break
03:15 pm – 04:30 pm
:
Evaluation of the works in the lab
04:30 pm
:
Conclusion of the events of Day 2 with Shanti Mantra
DAY 3 – 13 th November 2013
09:30 am – 09:45 am
:
Prayer followed by formal beginning of Day-3
09:45 am – 11:00 am
:
Lab Session: Finishing stages to Advertisement campaign, Story board, and other cross media platforms
11:00 am – 11:15 am
:
Tea Break
11:15 am – 01:00 pm
:
Lab: Finishing stages of the Workshop: Project, burning the same on CD etc.
01:00 pm – 01:45 pm
:
Lunch
02:00 pm – 03:00 pm
: Auditorium: Screening and presentation of the final workshop project by the group leaders.
03:00 pm – 03:15 pm
:
Tea Break
03:15 pm – 04:00 pm
:
Auditorium: Evaluation / appraisal/ discussion based on the workshop projects
04:00 pm – 04:30 pm
:
Valedictory function, feedback and distribution of certificates.
04:30 pm
:
Conclusion of the workshop with Shanti mantra and
National Anthem
Registration Fees (Includes conference kit, lunch, tea and snacks, CD containing conference materials)
Category
Fees
Professionals and Academicians
Rs. 1,000
Research Scholars and UG & PG Students
Rs. 700
Students of other Amrita campuses
Rs. 500
Demand Draft Details
All Demand Drafts should be in favourof “AMRITA VISHWA VIDYAPEETHAM”, payable at Kochi.
In case of Demand Drafts, registration will only be confirmed upon receipt of payment.
For Online Registration
log on to : www.amrita.edu/asas/kochi/strategy.html
Important
Dates
Dates of Workshop : 11th, 12th and13th November 2013
Last Date for Registration : 8th November 2013
Arrangement for stay on board
For Ladies: Accommodation if required can be provided (only on request) on shared basis in the Girls Hostel in
our campus from 11th morning up to 13th evening. Mess facility will be available on payment.
For Gents: Accommodation if required can be provided (only on request) on shared basis with a nominal fee at
the Guest House of Amrita University Healthcare Campus (AIMS Hospital), which is about 1 Km away from
our campus. Pick up and drop back will be arranged free of cost to and from the venue to the Guest House. The
accommodation will be from 11th morning to 13th evening. Paid Mess facilities are also available.
For More Details and Clarifications Contact
Department of Visual Media and Communication
0484 - 280 2899 (Extensions - 211, 212, 217, 160,602)
Sri. L. Vinod (Convener)
Asst. Professor and Expert Faculty (Advertising, Applied Art and Branding)
Contact : 09447186235, 09746124887
vinodlaxman@gmail.com
Smt. Smitha Nambiar (Joint Convener)
Expert Faculty (Advertising)
Contact : 09995610714
smhnair@gmail.com
Sri. Sanju R Nair (Jt. Convener and Lab –in- Charge)
Asst. Professor
Contact :09895136017
sanjurnair@gmail.com
Sri. C.V. Praveenkumar (Coordinator – Conference Office)
Contact : 9495956070, 09747387024
praveenkumarcv1980@gmail.com
Organising Faculty Committee
Dr. P.P. Vijayalakshmi, HOD (Chair Person)
Dr. C.S. Jayaraman
Smt. Swaroopa Kartha
Sri. Varun Prabha
Sri. Sunij. S. Nair
Sri. Harikrishnan. D.
Sri. Krishnakumar. M.A.
Smt. Geetha R Pai
Sri. K.R. Muralikrishnan
Dr. U. Krishnakumar, Director
Route Map
Amrita School of Arts and Sciences
Brahmasthanam, Edappally North (P. O.), KOCHI - 682 024, Kerala, INDIA
Telephone : +91 484 280 2899, 280 1489, 280 1965
Fax:
+91 484 280 2511
Email:
asaskochi@gmail.com, asaskochi@amrita.edu
URL:http://www.amrita.edu/artsandscience