So last week, we saw how the Biggest Marketing Festival in India is launched. Now let’s get to know the momentum is carried forward. Today’s let’s get to know about the 2 of the most creative verticals of MICANVAS’19 – OGC & BrandComm.
OGC stands for On – Ground Creatives while BrandComm is short for Brand Communication. Let’s take a look at them one at a time.
Consisting of the most artsy and talented people in the entire team, OGC is a 3-member team who take on the herculean task of making the MICA campus beautiful, well more beautiful than it already is. This vertical brings festivity to the campus and enhances the spirit of MICANVAS by adding colours, lights and some drama to make the campus vibrant and lively for the three days of the fest. But their work starts much earlier than that. They are responsible for 3 things for MICANVAS primarily, which are Activations, Chotta Wall & MICANVAS Installations.
As some of you might remember, activations are conducted to engage the community at MICA with interesting interactions which increases the buzz in the campus about MICANVAS. This year, there were 2 unique activations that were done which were a Flash Mob to introduce the hashtag for MICANVAS’19 which is #Evolve and the second one was the artist reveal. OGC has one of the most important roles in executing the activations as they are the ones who come up with creatives for the campus.
The second task which is one of the most cherished activities of MICA, which has a lasting impact and is very dear to the entire MICAn community is painting of the Chotta Wall. The Chotta wall is a cherished tradition at MICA, Ahmedabad. It is named so because it is right next to the very famous canteen at MICA - the Chotta canteen
The beloved Chotta wall is painted every year during the MICANVAS with graffitis representing the stories of the student community at MICA. The wall is so highly treasured that students fight for spaces on the wall to etch a part of their journey and leave behind a part of themselves at MICA.
Well while it is an interesting concept, why is the wall so special? For the MBA students, the wall connects 3 different batches — the two MBA batches of present year and acts as a welcome to the incoming batch through the stories on the wall. For the CCC, it’s a representation and their unique presence in the campus. For the FPM students, the wall will carry innumerable memories attached to their long stint at this beautiful campus.
Here is masterpiece that is the Chotta wall of 2018 in all its glory!
The final and the responsibility that manifests as the fest draws closer is the campus installations. There are 10 – 15 major installations spread across various strategic locations throughout the entire MICA campus. They very smartly utilise different locations in the campus to highlight the theme for MICANVAS’19 – Tides of Time. This year the idea is to incorporate elements that induce nostalgia through the various creative installations.
Now, let’s come to the BrandComm vertical. Brand Communication or BrandComm as it is more commonly known is responsible managing the brand of MICANVAS and MICA by extension. They are responsible for the image of MICANVAS being communicated to the various stakeholders, both external and internal such as the participants, the students to the sponsors and partners. As India’s biggest marketing festival, which is hosted by the most creative & unique B – school in India – MICA, it is very important to convey the right sense of the fest and keep a purposeful and engaging conversation going on. BrandComm is responsible for the personality of MICANVAS which is being relevant yet meaningful, being wacky with a purpose while being fun with a defined strategy at the same time. BrandComm embodies applying all the gyaan gained at MICA by the students into real life application and implementation.
The scope of the work of BrandComm is extensive. Right from handling every social media platform for the fest, to the traditional arenas such as print and TV to designing t-shirts and passes to creating pitch decks, all of this is the magic of BrandComm. It is the single-minded focus on leaving a strong footprint that helps this vertical to keep their heads on straight.
Till now, on the digital front, the team went all out to bring in some of the most loved and famous posts online and also creating the artist reveal video that is still talked about in the campus.
Since it is responsible for every communication that goes out from MICANVAS, BrandComm closely scrutinizes and strives to ensure that every piece of communication maintains the same tone and language. After all, your brand is your reputation. And BrandComm takes it very seriously! Authenticity, creativity and consistency are the keywords which the BrandComm team lives by. With its meticulous planning and well thought out execution, the BrandComm team is dedicated to ensuring that MICANVAS holds a unique position in the heads and hearts of people, just like MICA and MICAns do.
And that’s how India’s Biggest Marketing Festival is built!