Advertising Club Calcutta, in association with NSHM Knowledge Campus, Kolkata hosts ‘Advertising: A Career in Curiosity'

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Summary
The event 'Advertising: A Career in Curiosity' held on August 30th brought together a distinguished panel of esteemed industry leaders and experts to shed invaluable light on the dynamic and multifaceted world of creativity
The Advertising Club Calcutta, along with NSHM Knowledge Campus, Kolkata are dedicated to supporting the advertising community

The world of advertising is a captivating realm that showcases incredible creativity and innovation, capable of alluring and engaging audience minds. The magical visualisations and powerful messaging used in advertising campaigns have the ability to capture attention and resonate deeply with the core of the human experience. Some of the most memorable and impactful advertising campaigns that have left a lasting impression on people include Surf Excel's "Daag Acche Hain" and Amul's iconic "Doodh Peeta Hai India" campaigns.

The Advertising Club Calcutta, along with NSHM Knowledge Campus, Kolkata are dedicated to supporting the advertising community. Together, they have joined forces to inspire and motivate young aspirants interested in the field. The event 'Advertising: A Career in Curiosity' held on August 30th brought together a distinguished panel of esteemed industry leaders and experts to shed invaluable light on the dynamic and multifaceted world of creativity.

Mr. Kanchan Datta (Founder and CEO, Inner Circle Advertising India Private Limited; President, Advertising Club Calcutta) emphasised the vital importance of curiosity in the advertising industry. He described advertising as a serendipitous pursuit, highlighting the fact that advertisers must possess an innate sense of curiosity in order to excel in their field. Just as snowflakes have individual characteristics and are distinct in nature, Mr. Datta stressed that advertisers also need to be unique and foster their own distinct curiosity. He discussed the concept of "instilling life into the brand," emphasising that effective advertising can be highly compelling and have an impact on resonating with the target audience.

Mr. Kanchan Datta stressed the pivotal role of curiosity in advertising, urging professionals to embrace their distinctive perspectives and cultivate unique creativity to thrive in the industry.

Mr. Kanchan Datta stressed the pivotal role of curiosity in advertising, urging professionals to embrace their distinctive perspectives and cultivate unique creativity to thrive in the industry.

Mr. Kanchan Datta also drew inspiration from Simon Sinek's renowned Golden Circle theory, emphasising the significance of starting with why. He elaborated, "The Golden Circle's three components—why, how, and what—serve as a powerful framework for effective leadership and communication."

Mr. Samrat Mukherjee (Vice President, Madison World) encouraged students to cultivate curiosity and embrace the evolving advertising landscape, which has shifted from traditional to modern techniques. He emphasised the need for innovation and creativity to captivate audiences and craft compelling narratives that engage consumers and leave a lasting impression. He mentioned, “Digital marketing has revolutionised the advertising industry, emerging as a key modern technique that's transforming the way we connect with consumers."

Mr. Samrat Mukherjee, discussed the transformative power of digital marketing, emphasizing its ability to redefine consumer connections and unlock new brand growth opportunities.

Mr. Samrat Mukherjee, discussed the transformative power of digital marketing, emphasizing its ability to redefine consumer connections and unlock new brand growth opportunities.

Adding to the discussion, prominent speaker Mr. L. Muralikrishnan shared his expertise on the intricacies of advertising. Mr. Murli revealed an interesting and pertinent point that advertising has existed since ancient times, dating back to the era of Valmiki, where the instinct of Lord Rama was preached. Since then, advertising has been recognised as a highly historical, prominent, and powerful form of storytelling.

He emphasised that advertising is fundamentally about creativity and connection, likening the craft to the works of renowned poet, lyricist, author, and filmmaker Gulzar. "If you are creative enough, then advertising will be easy to pursue," Mr. Murali remarked, highlighting the importance of curiosity and innovation in the advertising industry.

Mr. L. Muralikrishnan highlighted the dual impact of advertising, which not only grabs the audience's attention but also helps to bridge social divides, promoting inclusivity and social cohesion.

Mr. L. Muralikrishnan highlighted the dual impact of advertising, which not only grabs the audience's attention but also helps to bridge social divides, promoting inclusivity and social cohesion.

He further articulated that advertising serves a dual purpose: it not only promotes products and services but also raises awareness about significant social issues. He explained that "advertising has acted as an eye-opener, helping to transform society by bringing critical matters to the forefront." Mr. Murali emphasised that effective advertising has the ability to capture the audience's attention, convey meaningful messages, and inspire positive change within the community.

The workshop provided MBA, Media and Design PG students with invaluable insights into the dynamic world of advertising.

NSHM Business School offers a range of undergraduate and postgraduate courses, including the MBA program. The MBA is a niche course that provides students with a 15-day international study tour. Additionally, students have the opportunity to engage in live case studies and gain experiential learning through various workshops and boot camps.

NSHM Design School is East India's premier design institution, boasting an exclusive collaboration with Toonz Academy. This partnership provides students with unparalleled access to live projects at the Toonz production studio, as well as valuable paid internship opportunities at top organizations. The PG program in Animation & Graphic Design, with a focus on VFX Film Making, is designed to equip students with the skills and knowledge needed to launch successful careers in the thriving creative industry.

With 17 years of excellence in media education, the NSHM Media School provides PG Media students with hands-on training at top media production houses. This equips them to take their careers to the next level in new-age media, leveraging advanced facilities such as Mac Labs, drones, and a professional radio studio.

Mr. Cecil Antony, Chief Mentor, NSHM Knowledge Campus, said "The Fireside Chat Session on 'Advertising: A Career in Curiosity' was an enlightening platform for aspiring advertising enthusiasts to gain valuable insights and knowledge." He added, "NSHM Knowledge Campus, Kolkata and Advertising Club Calcutta are committed to nurturing talent, promoting creativity, and fostering growth in the professional field."

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Booming Cross-Border E-Commerce Activity in Asia Presents Opportunities for European Merchants VARIOUS Booming Cross-Border E-Commerce Activity in Asia Presents Opportunities for European Merchants by Fintechnews Switzerland September 12, 2023 International e-commerce spending by JCB cardholders based in Asia increased by 52% between 2021 and 2022, presenting a significant opportunity for merchants in Europe as shoppers across the region show increasing willingness to purchase goods online from foreign businesses, a new paper by the Japanese credit card company shows. The report, titled “Click into Place: Unpacking Card Abandonment”, provides insights on online spending from Asia, sharing the latest research and data on e-commerce trends to help businesses boost e-commerce sales and stand out from the crowd. 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High cart abandonment in Asia suggests that there is potential for more expansion in the region if merchants are able to solve customers’ friction points and improve experience, the report says. cross border e-commerce image via freepik Addressing cart abandonment Cart abandonment is the act of a shopper adding an item to an online shopping cart but leaving the website without completing the purchase. It represents a significant amount of lost revenue for merchants in the online space. According to JCB, there are several cause of cart abandonment, with the first common one being the payment journey. In Asia, complicated checkouts and unexpected payment processes are cited as a reason for abandoning carts, with 55% of online shoppers in the region identifying long login and sign-up forms as a key source of frustrated. To address this paint point and boost sales, merchants must enhance customer experience by streamlining their checkout process with a well-designed website. 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