THE FIRST YEAR IN RETROSPECT

MICA
MUDRA INSTITUTE
OF COMMUNICATIONS
AHMEDABAD
THE FIRST
YEAR IN
RETROSPECT
Over the years, communications and
advertising related activity in India has
grown at an increasingly rapid pace. In
the advertising industry alone, the
growth has been unprecedented.
This growth, welcome as it is, has thrown
into sharper focus a problem the industry
always faced.
The lack of professional, well-trained
talent. Or rather, the lack of a nurturing
ground for such talent.
Most of the graduates from
management schools, art schools and
universities need further professional
training before they can take charge as
dependable functionaries in advertising
agencies. However, this training has all
along been adhoc, slow and expensive.
To augment its own manpower
resources, Mudra Communications
initially organised a few in-house training
programmes. The success of these
programmes coupled with the keen
desire to give the advertising industry
something in return for all its strength
and support, led to the idea of setting
up a full-fledged institute for training
communication professionals which
would also aim at contributing to the
development of desirable values and
attitudes towards clients and the society.
And in 1991, Mudra Communications
Ltd. set up the Mudra Foundation for
Communications Research and
Education as a firm step in this direction.
Governing Council
S. R. Ayer
Subrata Bhowmick
Dr. Suma Chitnis
MUDRA
FOUNDATION FOR
COMMUNICATIONS
RESEARCH &
EDUCATION,
AHMEDABAD
The Foundation was registered in
Ahmedabad as a registered society and
a trust on February 5,1991. The
Governing Council of the Foundation is
chaired by eminent personalities drawn
from varied disciplines. The Governing
Council had its first formal meeting on
February 14,1991 and the second on
February 5, 1992.
Managing Director •
Ogilvy & Mather Ltd.,
Bombay.
Designer, Ahmedabad
Vice Chancellor,
SNDT Women's
University, Bombay.
Gerson da Cunha
Communications
Professional, Bombay
Prof. Pulin K. Garg
Founder and Institution
Member, Indian
Society of Individual
and Social
Development,
Ahmedabad.
Dr. Pradip N.
Khandwalla
Director, Indian
Institute of
Management,
Ahmedabad.
A. G. Krishnamurthy
Chairman and
Managing Director,
Mudra
Communications Ltd.,
Ahmedabad.
Dr. A. Besant C. Raj
Management
Consultant, Madras.
Kartikeya V. Sarabhai
Director, Centre for
Environment
Education,
Ahmedabad.
Dr. N. Bhaskara Rao
Media and Marketing
Consultant, New Delhi.
Prof. Sharad Sarin
Professor of Marketing,
XLRI, Jamshedpur.
Prof. Subroto
Sengupta
Marketing
Communications
Consultant and Visiting
Faculty, Indian Institute
of Management,
Calcutta.
Prof. Vikas Satwalekar
Executive Director,
National Institute of
Design, Ahmedabad.
1. To develop professional
communication skills in the country
by imparting relevant education and
training to young men and women
with a view to providing them with
the expertise necessary to become
effective communication
professionals.
MUDRA
INSTITUTE OF
COMMUNICATIONS,
AHMEDABAD.
The Mudra Foundation has undertaken
to set up a full-fledged institute, namely,
Mudra Institute of Communications,
Ahmedabad (MICA) with the following
objectives :
2. To conduct research in
communication as applied to the
needs of the communications
industry with a view to creating new
knowledge in the field and
disseminating such knowledge.
3. To collaborate with other institutions
in India and abroad to further its
objectives.
TRAINING
PROGRAMME ON
MEDIA PLANNING
MICA organised its first training
programme on Media Planning on
March 25,1991. This was a 3-month
programme and finished on June 27,
1991. Nine participants having diverse
educational backgrounds such as
engineering, statistics, economics, and
business management participated in
the programme.
This programme was conducted in
three modules each lasting for a
duration of four weeks.
The first module explained the basic
marketing and advertising concepts
and gave an idea of the Indian socioeconomic and cultural environment as
relevant to the communication process.
The second module was aimed at
drawing a 'media-map' of the country in
the minds of the participants.
The third module took the participants
through the media planning process
after which they were offered the
opportunity of making media plans under
the:guidance of experienced planners.
In addition, the participants, were
introduced to the operational
constraints and opportunities existing in <
the practical world.
The programme was offered in four
modules.
The first module covered core multidisciplinary topics like marketing,
statistics and business environment
amongst others.
The second module covered skills and
techniques used in market research like
questionnaire design, sampling,
interviewing and field control, analysis,
etc.
TRAINING
PROGRAMME ON
MARKET RESEARCH
The third module covered practical
application of concepts, techniques,
and skills acquired in modules 1 and 2
through a project assignment.
The second programme offered by
MICA was on Market Research. It began
on November 11,1991, with
eight participants and closed on
February 14,1992.
In the last module, participants were
exposed to the various areas of
application and their nuances and the
specific characteristics of each
application area.
PARTICIPATING
FACULTY
The following faculty participated in
the two training programmes :
Raviratan Arora
M. R. Arun
Dick Amin
R. Bala
N. D. Badrinath
Srinivas Balram
Sanjoy Chakraborty
J. K. Chandira
Suren Chawla
Alan D'Souza
Anand Halve
Abhinandan K.Jain
S. C. Jain
Suresh Kumar
T. Madhavan
Srijib Maitra
M. K. Mahajan
Pranesh Misra
Ravi Murthy
M. Murugesan
Arvind Nair
Raj Nair
R. Narasimhan
S. V. Nathan
Avinash Paranjape
G. Parthasarathy
Shankar Pillai
J. Ramachandran
Jahar Saha
S. Sreenivas Rao
Aparna Sen
Jasajit Mukherjee
Ranabir Sen
C. K. Sharma
DorabR.Sopariwala
Sivaramasubramanian
S. S. Shetty
Raj Mohan Telia
Ramesh Thadani
Praveen Tripathi
M. N. Vora
Mudra Communications
Mudra Communications
Mudra Communications
SAMIR
Mudra Communications
Mudra Communications
Mudra Communications
Consultant
Mudra Communications
Mudra Communications
Enterprise
IIMA
Consultant
Mudra Communications
IIMA
ITC
SAMIR
Path Finders
IIMA
Mudra Communications
Amtrex
Business Consulting Group
ORG
IIMA
Economic Consultant
SAMIR
IMRB
Consultant
IIMA
IIMA
MARG (QUEST)
IMRB
MODE
MBA
MARG
Godrej
Mudra Communications
Mudra Communications
IMRB
MARG
IIMA
SEMINAR ON
"REACHING
YOUR CONSUMER
IN THE 90s"
3. Electronic Media and their Impact
on Consumer: An Indian View
4. Press in the 90s : An Editor's View
5. Press in the 90s :A Management
View
6. Press as an Element of Marketing
Mix
7.
8.
9.
10.
11.
The Publication as a Brand
Towards Effective Selling
Dailies
Magazines
Adding Value to Press
A seminar on "Reaching Your
Consumer In The 90s" was organised
on December 6-7,1991 in Bombay.
Thirty two eminent speakers from
advertising, media, marketing, and
market research participated in the
seminar and discussed the following
topics :
The audience consisted of
professionals from 62 organisations and
represented advertisers (50%),
agencies (20%), the press (20%) and •
others (10%).
1. Impact of Media Technology on
Lifestyles : A Global View
2. Tomorrow's Consumer
The seminar was highly appreciated by
the participants and received a
favourable coverage in the press.
SEMINAR SPEAKERS
T. Ahluwalia
Helen Anchan
S.R. (Mani) Ayer
Sushil Bahl
Vinita Bali
Mohini Bhullar
Ravi Bhoothalingam
Pheroza Billimoria
Geoff Brown
Prabhu Chawla
Sylvester da Cunha
Darryl D'Monte
Lynn de Souza
Ketaki Gupte
Pradeep Guha
V. Kalidas
Bharat Kapadia
M.K. (Mike) Khanna
MARG
Lintas India
Ogilvy & Mather
Greaves Cotton
Cadbury India
Living Media, India
VST Industries
Business India
DDB Needham
Worldwide
Indian Express
da Cunha Associates
Times of India
Trikaya Grey
Hindustan Thompson
Associates
Bennett,Coleman & Co.
The Hindu
Chitralekha
Publications
Hindustan Thompson
Associates
Harish Mahindra
Mahindra Ugine
Steel Co.
Prem Mehta
Alyque Padamsee
Goutam Rakshit
R.C. Sheopuri
S.V. (Bobby) Sista
Shunu Sen
Dorab R. Sopariwala
Atul Tandan
Priya Tandan
Ram Tarneja
Ramesh Thadani
Dilip Thakore
Brahm Vasudeva
Lintas India
Lintas India
Advertising Avenues
Indian Express
Sista's Private Ltd.
Hindustan Lever
MARG
J.L Morison (India)
IMRB
Bennett,Coleman & Co.
IMRB
Datamatics Direct
Hawkins Cookers
MICA CAMPUS
The proposed campus of MICA is
located in a beautiful and refreshing
environment, a little off the AhmedabadSanand Highway, about 10 kms. from
Sarkhej. The campus will include
classrooms, studios, library, faculty and
administrative offices, hostels for
students, residences for faculty and will
offer a host of other facilities.
The design plans and construction
drawings for most of the buildings have
been completed and the construction of
the classroom complex and the club
house has already begun. The campus
is expected to be functional by early
1993.
The Institute is presently operating from
Mudra House in the Ellisbridge area of
Ahmedabad.
MICA
MUDRA INSTITUTE
OF COMMUNICATIONS
AHMEDABAD
Issued on 31 March, 1992, by :
R. C. Chib, Project Co-ordinator.
Mudra Institute of Communications, 'Mudra House1,
Sheth C. G. Road, Ellisbridge, Ahmedabad-380 006.