The plain and simple truth is that MICA loves marketing and marketing loves MICA. Every year, MICAns come together and share this spirit with fellow B-School students and celebrate MICANVAS, the annual fest of MICA.Gen-Z being the digital native and primary consumer has experienced glocalized content from a very early age and is, therefore, highly conscious about the various values associated with a brand he/she is interested in. MICANVAS has peeled away at this insight, step by step. The association with Topline Consulting, a Topline Group Company from China to launch the Annual Biz Challenge 2018 is a step towards pushing participants to understand the global scenario. Huawei, the world’s second largest Smartphone maker, is looking to gain a fresh perspective from a global participant to solve their problem. The case study competition winners will visit the Huawei manufacturing plant and interact with the management of Huawei and Topline.Yet, the glocal phenomena require an acute understanding of the consumer behaviour of Gen - Z. One of the most acute problems is the demand for social conformity. Diesel, which stands for passion, individuality and self-expression, had launched the Hate Couture campaign to encourage youngsters to wear their individuality as a badge. MICANVAS, in association with Diesel, put forward the Hate It Till You Make It Competition. This unique brand will award the winners a pre-placement interview and a chance to work on their innovative campaigns.Marketing managers have to be extremely careful and not lose an inch during strategy making sessions. Segmentation will become tricky in future and the managers will have to challenge and find the sweet spot between traditional marketing models and future digital marketing models. MICANVAS hosts Last Manager StandingCompetition, which will put participants through a gruelling rigour for three days and demand their intellect and presence of mind throughout the process. The winners will come out with key insights on how to handle themselves during pressure-cooker situations and earn Rs 1,00,000.As a manager, it is vital to have a 360-degree viewpoint of the external marketing of your own brand or product. MICANVAS organizes the first national semiotics B-School competition for students - Unriddle. The event looks at a participant’s ability to look into the deep cultural insights and semiotic narratives of the problem posed in front of them. Similarly, Brandscript throws open the finer nuisances of advertising to participants. Participants will be asked to deal with problems in a range from pitching to executing campaigns.The marketing environment in a glocal scenario requires the marketing manager to evolve the brand into a socially conscious and empathetic entity. The brand or product should also look forward to developing and become a part of the identity of the geographic target area. Goodwill Rush by MICANVAS is an effort towards invoking the element of social consciousness through marketing in the participants. MICANVAS also launched Civic Sense keeping the glocal nature of development in mind and asked the participants to transform cities into superbrands and become a global identity.MICA has been at the forefront of understanding the communication industry. Cinematica by MICANVAS with a focus on movie marketing looks to educate and challenge participants on all aspects of movie marketing. Delving further into creative content management, MICANVAS has launched RJ Wars, an event which is looking for the team which can engage and implement a consumer-friendly creative content on air.The infamous left brain and right brain debate have always dominated the MICAn conversations. Dialectica this time will compel you to put your critical thinking, communication and analytical skills to gain an intellectual edge and emerge as the winner of the competition. For the inquisitive mind, MICA has always a special place and thus, INGENIUM. The event allows participants a chance to display intellectual superiority and stand apart finally as winners.The lush green MICA campus has also inspired many sports marketers. The astronomical growth of the sports marketing field has been keenly followed by the industry with the emerging markets as the new source of profits for sports firm. Puma along with MICANVAS presented GAMBIT which allowed participants to engage sports as event managers and team managers and emerge victoriously. The School of Ideas always has been headlined by artists par excellence, which provides students with an opportunity to work on a live event and work around the same to gain an immersive experience. This MICANVAS was a culmination of the intrinsic and extrinsic knowledge gained by Team MICANVAS from innovative classroom learnings to challenging and yet fruitful internships. Team MICANVAS coordinated, on a real-time basis, multiple events and successfully saw off various expectations from the same. The marketing and brand communication teams were extensively involved in in-depth discussions with sponsors and were able to meet the expectations from sponsors and deliver the idea behind MICANVAS to them. The logistics team will be handling a massive crowd for the concert by Salim Sulaiman and deliver logistical support. They, along with other vertical teams, assured a seamless experience for every soul on campus. This MICANVAS was a sincere attempt from MICA to question the question and prepare and understand the environment for marketing in future. The breathtaking participation from B-School students across the country provided MICA with the perfect platform to take MICANVAS, the annual marketing fest to the next stage.Author – Prithvi Kanti BandyopadhyayEditor – Tanya Shridhar, Trishla Jhaveri