ISA, Momentum take a close look at building global brands from India

ISA, Momentum take a close look at building global brands from India

Author | Noor Fathima Warsia | Thursday, Apr 20,2006 7:47 AM

ISA, Momentum take a close look at building global brands from India

The Indian Society of Advertisers (ISA) has organised a two-day seminar on the theme ‘Building Global Brand from India’. The event is scheduled for April 21 and 22, 2006 and Momentum Consulting has been invited as the knowledge partner. The target audience for the seminar are CEOs and senior marketing heads and a headcount of almost 200 is expected. Tata is the title sponsor for the event.

The associate sponsors for the event are Procter & Gamble, Colgate, Castrol, DNA and HLL. The other media partners include BusinessWorld, NDTV Profit,, Shobiz and Vaishnavi.

Speaking more on the genesis of such a theme, Momentum Consulting’s MD, Dharan Chada, said, “The subject is uppermost in the minds of a lot of Indian companies. The world has come here and if relations here are world class, surely they have the potential for international footprints as well, and we wanted to give a very hard look at the realities in the space.”

Chada pointed out that at present, there are too many plans and ambitions in the area, but the need of the hour was to measure what really are the problems and opportunities, “We do tend to swing on pendulums – at times extremely pessimist about our contribution to world economy and at times, extremely positive. This seminar is by the practitioners for practitioners to see what the serious issues are that they face on a daily basis,” he added.

ISA intends the seminar to be a seminal exploration of the dynamics of global brand building with an in depth analysis of issues and constraints. Case studies of international brands from countries with the same state of development as India, as well as Indian brands making the first moves in the global journey will be presented and reviewed.

Eminent panels of experts will be invited to deliberate on the key issues, and suggest a strategic construct to move forward. The ISA is an organisation set up 50 years ago to represent the interests of India’s large marketing and advertising fraternity. As 70 per cent of the country’s largest branded goods and service companies in India are affiliated to ISA, it was felt that ISA needed to play a catalytic role in focussing on this important issue.

By the conclusion of the seminar, ISA hopes to ignite aspirations and challenge Indian companies to take the first step in building a global presence for their products and services.

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