Academics

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The Workforce Of The Future - Priti Jha From XLRI

The Workforce Of The Future - Priti Jha From XLRI

Experiencing a plethora of opportunities and salvaging on different flavors would be the modus vivendi of the workforce in the years to come. More frequent shifts in industries, jobs, locations and companies would extensively be practiced by the upcoming working class. By far, the world has witnessed personalities who have acquired proficiency in a particular job for decades and went on to hold key leadership positions eventually. N. Chandrasekaran, current CEO of TCS being a prime example of the same. But this would not be the case in future. In the upcoming years, Job involvement would be similar to the present levels or may be more but the job satisfaction may go for a toss. Employees would want to experience new roles and responsibilities over the span of their career instead of attempting to scale new heights in one particular industry. People are not to be blamed for becoming so dicey on the jobs that they would take up. The gamut of opportunities would turn out to be too attractive to be ignored. Thus, Talent mobility in the next decade with the globally connected workspace would set the world stage for the competitive spirits to display their expertise in varied fields. The workforce in turn would have some of the qualities that will set them apart from the present scenario.

Priti Kumari Jha
Influencer Marketing : An Old Concept In A New Avatar - Aroop, IIM Trichy

Influencer Marketing : An Old Concept In A New Avatar - Aroop, IIM Trichy

How often have you seen your favourite blog inundated with ads or that most followed Instagram account subtly promoting different brands? Influencer marketing has been around for quite a while as a form of non-conventional marketing strategy used by smaller brands but with larger brands also entering the fray, the need for it becomes all the more pertinent. With TV viewership dwindling and Online Ads being easily sidestepped (courtesy ad block software) Influencer Marketing is coming back with a bang!

Aroop Sanyal
When Entertainment Overtakes Product - Views From Prabhakar

When Entertainment Overtakes Product - Views From Prabhakar

When we grew up in advertising we were told that you needed to sprinkle a little bit of entertainment into a commercial for it to be likeable and effective. Now turn that axiom on its head. Take a piece of pure entertainment and sprinkle it with a little bit of information on a product. #RanveerChingReturns, the video for their brand Ching's Secret from Capital Foods has done just that. But there is no doubt that it is a spectacular piece of entertainment. So here goes another piece of communication that is a 5 minute video where a lot of creative people had fun, and now they are all going to call it 'digital' like every other 5 minute video. Which digital marketing guru might have predicted that the 5 minute video would be dubbed 'digital' just because it runs on youtube and only because television is prohibitively expensive. So youtube now has become a surrogate for very cheap TV, although I can't ever remember clients to have had enough money to run 5 minute videos either in cinema or TV even 20 years ago. And besides putting films on youtube helps you to call yourself a digital expert. (sic!)

Prabhakar Mundkur
Being Negative For Growth - The Conundrum Of Negative Interest Rates

Being Negative For Growth - The Conundrum Of Negative Interest Rates

At the recently concluded Economic Symposium organized by US Fed at Jackson Hole, Wyoming involving leading central bankers and economists from around the world, there was a growing clamor for more radical measures to fuel growth and inflation. The chief among them being negative interest rates being used in Japan & Europe to stimulate anemic growth.

Aman Jindal