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Published : Monday, 25 August, 2014 05:02 PM
On 24th August 2014, the Xavier Institute of Management, Bhubaneswar, conducted Communiqué 2014, the first of its kind Media Conclave,organized by IlluminatiX, the Media and PR cell of XIMB. Communiqué aimed to bring together media stalwarts and future managers to reflect on the changing media-scape and its increased relevance in the lives of customers and managers alike, with a special focus on Digital Media. The topic of discussion for the year was “Digital Media: Empowering Customers And Facilitating Managers For The Future”.
The panel of speakers included media moguls like Mr. PriyaRanjan Dash, Editor, Senior Journalist, Policy Analyst and Commentator with India’s leading newspapers such as The Economic Times, The Times of India, DNA and Financial Chronicle, Mr. Bobin James, Associate Director and Editorial Head at Viacom18 Media Private Limited, and Mr. PawanSoni, Head, Brand Solutions and Trade marketing, FOX International Channels. The proceedings started with Prof. Subhashis Ray, the moderator for the occasion, welcoming the speakers and inviting them to light the ceremonial lamp.
Prof. Subhashis Ray set the stage by raising a few pertinent questions for the speakers to address, for example, whether reality shown by media can be untrue, how independent is independent media. He even questioned the role of media as the manufacturer of consent responsible for conforming viewers to the Global Reality. He left us thinking as to how social media has left us extremely connected yet terribly lonely. In an attempt to unpack today’s theme he asked, “What type of power are we talking about when we say empower?”
The first speaker Mr. PriyaRanjan Dash began his speech by laying down two very important propositions- All media will become digital media, and all markets will become digital markets. One crucial point he raised was how the definition of media has become so blurred that it is difficult to figure out what is the carrier and what is the medium. The next speaker, Mr. Bobin James, too talked about the blurring boundaries of media. Earlier traditional media was divided into a diverse set of consumers, creators and advertisers.  However, now everyone is a creator, a publisher. He went on to discuss about how the major airlines and e-commerce sites in the world are in the red and are depending on Digital Media to rebuild their brand and generate revenue. 
 The final speaker of the conclave Mr.PawanSoni’s presentation was based on the most powerful tool that creates brands- Ideas. According to him consumers are no longer passive participants in brand building and ideas are the means that enable them to do something. He highlighted how brands like Apple, Tata Tea, Thumbs Up etc., used ideas to propagate a notion and how an idea can act as a bridge between a product and a consumer. He captivated the audience with the help of various videos that demonstrated the use of ideasto revolutionize brand building.
The highlights of the conclave were, an exclusive video sent over by Tech-Guru Mr.Rajiv Makhani and a message sent by famous journalist and editor Mid-day SachinKalbagwho unfortunately could not be present. Mr.Makhani in his video stressed that irrespective of the kind of business one is involved in, Digital Media is the platform that can help reach out to customers. He also cautioned the students about the various pitfalls of Digital Marketing, namely, the ancient style in which it is executed, its palpable scare in the future, its intrusion in the privacy of people etc. Mr. Kalbag’s message titled Importance of Words spoke of how we need to ensure we communicate the right message through our words.He urgedthe students to become knowledge-heavy instead of being overloaded with information. He implored them to use the power of words for the good of human kind through his message. 
The conclave concluded with the launching of the XIMB blog, XIMBeats, which will chronicle the life and times of all XIMBians.
ABOUT XIMB – The Flagship Institution of XUB
27 years ago, in the Temple City of Bhubaneswar, the Odisha Jesuit Society entered into a social contract with the Government of Odisha to set up Xavier Institute of Management, Bhubaneswar (XIMB). XIMB strives to be a premier institute globally recognized for management education, training, research, and consulting that help build a just and humane society. The Institute today has become widely recognized for its excellence in imparting management education. It is counted among the leading management institutions in the country. XIMB is the proud recipient of A*** grading by CRISIL, and the ET Now National Education Leadership Award. XUB inherits from a rich culture and experience gained through the years by XIMB and promises to make greater inroads into higher education with diverse educational offerings.
IlluminatiX is the institute’s window to the outside world. Its activities range from media and public relations, press coverage to copywriting, editing, designing and more. IlluminatiX regularly interacts with media houses like Outlook, The Indian Express, The Hindu, Business Standard, Channel V, Big 92.7 FM etc.
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