Institute of Management Studies, BHU Hosts Seminar on ‘Integrated Marketing Communication in the Era of Artificial Intelligence’
Varanasi : On Tuesday, November 19, 2024, the Institute of Management Studies (IM-BHU) at Banaras Hindu University successfully hosted an interactive seminar on “Integrated Marketing Communication in the Era of Artificial Intelligence.” The seminar was designed for MBA, MBA IB, and MBA Agri-Business students, and was led by Dr. Milan Agnihotri, Head of Growth & Strategy Actions at Dentsu Holdings, Malaysia.The event began with an address by Dr. (Mrs.) Shashi Srivastava, who welcomed the guest speaker, Dr. Milan Agnihotri, the Director of IM-BHU, Prof. Ashish Bajpai, and the Head and Dean of the Faculty, Prof. S.K. Dubey. The session commenced with a floral tribute to Bharat Ratna Pandit Madan Mohan Malviya Ji, conducted by Dr. Agnihotri, Prof. Bajpai, and Prof. Dubey.
In her remarks, Dr. (Mrs.) Shashi Srivastava expressed gratitude to Dr. Milan Agnihotri for his presence and shared his achievements. Dr. Agnihotri then took the stage and began his session by introducing the concept of Integrated Marketing Communication (IMC). He highlighted a strategic framework for IMC, emphasizing its evolving nature and how it can be made more effective in the current digital era. Dr. Agnihotri remarked that the session would be more about his personal insights than textbook definitions.He elaborated on the evolution of IMC, starting from Advertisement 1.0, which focused on epic stories and entertainment, to Advertisement 2.0, which emphasized connected stories and brand actions. He then moved on to Advertisement 3.0, characterized by truth-based stories and movement creation, and finally, Advertisement 4.0, which incorporates human-tech hybrid models and the role of AI in shaping brand narratives.
Dr. Agnihotri explained how advertisements now spread across various platforms, with messages starting on Twitter and Instagram in the first hour, followed by Facebook and YouTube in the next few hours, and culminating on Reddit within five to six hours. He also touched upon the significance of digital media and its role in communication strategies.
The session concluded with a thought-provoking statement from Dr. Agnihotri, who referred to AI as both a friend and an enemy — a “frenemy.” He explained that AI should be used to our advantage, but we must also be prepared to address its challenges effectively.
Faculty members from IM-BHU, including Prof. Ashish Bajpai, Prof. S.K. Dubey, Dr. (Mrs.) Shashi Srivastava, Prof. R.K. Lodhwal, and Dr. Vishal Kumar Lehri, were in attendance. Additionally, faculty members from the Department of Visual Arts, including Dr. Jaspreet, Prof. Manish Arora, and Dr. Chatragan, participated in the session.
The seminar, conducted by the Institute of Management Studies at BHU, provided valuable insights into the intersection of marketing and artificial intelligence, leaving students with a deeper understanding of the evolving landscape of integrated marketing communication in today’s digital age.
