To increase readership in future and catch the consumers of tomorrow, initiatives whether special supplements or events targeted at student and youth are increasingly becoming part of marketing initiatives for all media marketers. In line with this trend, Business Today, in association with Standard Chartered and TCS, has announced a unique initiative ‘ACUMEN’, an all-India B-school challenge on Quizzes, Debates and Case Games, which will bring together the top Business schools of the country for a match of knowledge and wits.
Commenting on this unique initiative Barun Das, GM-Marketing, BT says, “We are about business. We at BT are continuously looking to target the current and the future decision-makers and at the same time strengthening our relationship with them. Acumen is an endeavor to build our relationship with the students of the Business schools, as they are tomorrow’s decision-makers. And we are taking this step of building relationship with them well in advance by organizing Acumen.”
Whether such initiatives really produce the results for advertisers and media marketers? Here is what media planning fraternity feels. Sunandan Choudury, VP-Media Services, Universal McCann says that "For such initiatives to succeed and work, there has to be a proper game plan in terms of promoting it across media".
The competition will be held in four zones- North, West, East and South. The venue for the event would be FMS in New Delhi, NMIMS in Mumbai, IIM in Kolkata and Bangalore followed by the grand finale in November at The Taj, New Delhi.
“In the west zone we have also tied up with NITIE, Mumbai - who will be host to the evening festivities at the end of the west zone rounds. The regional rounds will be conducted at the above select B-school campuses and will be 2-day events. These 2 days will decide the regional round winners for the Debate and Quiz competition. These winners will then be brought down to Delhi for the finals in November” adds Das.
In the recent past a lot of media brands have targeted this future class of readers (or consumers), which would help their readership as well currently, provides a platform to marketers to sell their products and services to them. In the past both India Today and Outlook have had special publications targeted at school going children. Femina also launched Femina Girl last year.
Standard Chartered is the title sponsor for ACUMEN, whereas, TCS is the associate sponsor. CNBC is the media partner of the event. Taj, AFL WizCouriers, Sahara Airlines are the Acumen partners.
The company Quizicians along with the support of Scapevelocity will prepare the quiz content. With more and more such initiatives hitting the market, the guiding principle of all media marketers seems to be Catch them Young!