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Management institute ropes in public firm to sponsor festival

At a time of shortage of jobs and slow economies,a group of management students have managed to organise a college fest double the size of the previous one.

Written by Deepu Sebastian Edmond | New Delhi |
November 3, 2009 1:19:30 am

At a time of shortage of jobs and slow economies,a group of management students have managed to organise a college fest double the size of the previous one. It gets even better: they managed it largely with the help of sponsorships from Public Sector Units.

Students of the International Management Institute roped in the Steel Authority of India (SAIL) as the principal sponsor for their college festival “Kritva,” when most private companies backed out due to the recession.

Kritva 2008 was approximately a Rs 12-lakh affair. The 2009 edition,held from October 29 to 31 at the Qutab Institutional Area campus of the IMI attracted Rs 25 lakh. It was inaugurated by Minister of State for Commerce & Industry Jyotiraditya Scindia.

“We hit (formally contacted) over a thousand private companies,but converted (those who accepted) about 13 in the end. On the other hand,we converted eight of the 46 PSUs hit,” says Shouvik Sen,member of the 13-member Cultural Secretary (Cul-Sec) team that organised Kritva.

“We figured out that PSUs had not cut down on advertisement costs as much as private companies. At the same time,they were also interested in hiring new talent,and an event like ours gives them the visibility,” says Geet Jain,the finance in-charge of Cul-Sec.

The students also credit their effective marketing and branding campaign. Vivek Kutty,the person behind imikritva.com,recalls how,on October 9,the website crashed when it received 120 hits in just five minutes.

“It would be hard to believe,but many sponsors came on board after they contacted us on their own after checking out the website. In fact,we had pitched a co-sponsor status to SAIL,which was one-tenth of what their final deal is. They called us back when someone higher up noticed our campaign,” he says.

Another brainchild of the IMI Cul-Sec is an elaborate tale constructed from a pair of doodles by a team member,Devdeep Majumdar. “Zoe and Lum were just doodles. The story was a product of night-long brainstorming session later,” Majumdar says.

To cut an ingenious tale short,Zoe,who represents life and Lum,who represents light,are the two discoverers of “celebration”. If IMI Cul-Sec is to be believed,they disappeared the morning after they discovered celebration. On October 29,they were reborn at the college campus.

Private companies or public players?
Our experience has been that private players are easier to deal with; they do not take time over proposals like public sector companies.
Smitana Saikia,LSR president

We do not prefer any particular type of ownership and go for any that works. My experience,however,has been that while government companies are not difficult to deal with,the deal they offer is usually smaller.
Daphne Vallado,JMC president

We approached the PSUs first for this year’s Rendezvous but after they failed to show interest,we went to private companies. However,PSUs are interested when we host a technical festival.
Shivendra Yadav,member,IIT Rendezvous marketing team

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