VivaKi initiated Sparkle, an eight week summer internship programme that brings bright minds specialising in marketing in some of India's management schools. The programme was created as an extension of a best practice that Starcom MediaVest Group undertook in the previous two summers and is built on that framework.
These 20 interns have assigned to a team and work under the mentorship of a senior manager. There are weekly workshops where all interns learn from an expert on one of the aspects of marketing communications. They are given branded merchandise and access to a lot of proprietary data. They work on live cases for clients in addition to a project they choose at the beginning of the internship.
Speaking on the benefits that VivaKi as a group seeks through such programs, Rashmi Deshpande, Chief Talent and Transformation Officer, VivaKi, said, “Having a young and dynamic set of management students gives us a sense of potential hires one year before they actually pass out from their institutes. The mentors who are our managers get fresh thinking and new learning from the interns. The interns become brand ambassadors for VivaKi and the agencies at VivaKi they are assigned to. There are dynamic interactions that take place during the internship period which the interns and the company mutually benefit from.”
This initiative will be present pan India and interns from different part of the countrys are appointed and are placed in different regions of VivaKi agencies.
According to Deshpande, “The four key differentiators of Sparkle are that the interns are treated as important team members and not just feet on the street. They actively contribute to client plans and brand strategy wherever applicable; they learn while they earn in specially designed workshops, so they have practical experience of one aspect of IMC and a theoretical knowledge of around 7-8 other aspects of IMC from industry experts; This intensive eight week programme gives the students a sense of what happens in an agency that may be helpful to them when they graduate and join client companies; Most of the students seek internships where they intend working on graduating but agencies do not offer starting salaries the way clients do. Despite this factor there are hundreds of applicants who want an agency experience in a company like VivaKi to get an exposure to a world class environment.”
Deshpande explained that this experience of internship helps the students work on live clients besides doing an individual or team project during the duration of the internship.