XIM Bhubaneswar Hosts Annual Media Conclave, Explores Power of Brand Storytelling

Bhubaneswar, Odisha - Xavier Institute of Management (XIM) Bhubaneswar recently hosted its annual media conclave on 8th December, Communiqué 2024, bringing together top industry leaders to explore the transformative power of storytelling in brand communication.

The event, organized by IlluminatiX - The Media and PR cell of XIM, centered on the theme "Brand Tales: Weaving Narratives Through Content," attracting prominent speakers from leading corporations including Unilever, Ekakshar, ITC Limited, and Tata Consumer Products.

Keynote speaker Amrita P K Purkayastha from Unilever set the tone with a compelling opening statement: "The universe is not made up of atoms; it's made up of stories." She delved into the critical elements of storytelling, demonstrating how narrative techniques can create meaningful connections in marketing.

Kriti Singh, CEO of Ekakshar, highlighted the industry's shift from product-driven to story-driven campaigns. She illustrated this trend using examples from brands like Bumble and Airbnb, showing how tailored narratives can resonate with diverse audiences.

A particularly inspiring segment came from Pragya Paramita Sahoo of ITC Limited, who shared a powerful story of inclusive product development. Her initiative involved over 150 visually differently-abled individuals, showcasing how brands can create narratives of empowerment.

Avik Sen from Tata Consumer Products offered insights into strategic brand building, emphasizing how even simple elements can form a brand's identity. He presented compelling examples, including Zomato's innovative storytelling in job offers and a paint company's successful narrative transformation.

The conclave concluded with an engaging Q&A session, where students' fresh perspectives added depth to the discussions. Amrita Mohanty and Aman Chobey from IlluminatiX delivered the vote of thanks, acknowledging the speakers and media partners.

Communiqué 2024 ultimately reinforced a powerful message: at the heart of every brand lies a unique story waiting to be told.