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XLRI’s tryst with the biz of showbiz

Building values is what makes a brand big — one of the many rules of the trade that XLRI students learnt at Maxi Mindscapes 2014, a daylong symposium to discuss the entertainment business, on Friday.

Joy Bhattacharya, director of IPL team Kolkata Knight Riders (KKR), Rudrarup Dutta, head of marketing and operations of Viacom 18 Motion Pictures, and Akash Banerji, assistant vice-president of marketing sports network at Star India Pvt Ltd, were the key speakers at the third edition of the event organised by the Marketing Association of XLRI (Maxi) to deliberate on offbeat topics that are related to business, but are not part of their curriculum.

KKR director Bhattacharya spoke candidly about the rise of the team, the tough decisions they had to make and the factors that led the team to win IPL season 5.

“When we started we had the best team — Sourav Ganguly, coach John Buchanan and everything else. Still, we didn’t do very well. In 2011, we took some tough decisions because it was about believing in a set of values and not about what people want you to be,” said Bhattacharya.

With a symposium like Mindscapes, XLRI also aims to attract recruiters from different sectors other than the conventional ones like finance, marketing, consulting and investment banking.

Last year, Star India Pvt Ltd was a headhunter and this year Viacom 18 has already shown interest.

“The entertainment industry is growing at a rate of 11.6 per cent. According to a study, the turnover is expected to touch Rs 1,66,000 crore in 2015. Thus, we cannot ignore the same as a business sector. At Mindscapes, we try to bring up topics that are not taught in class, but have a huge scope for students,” said Sanjeev Varshney, a marketing faculty member at XLRI.

The first edition of Mindscapes was on behavioural research, while the second focussed on sports marketing.