Madhukar Kamath, MD of Mudra Communications, at XLRI. Picture by Bhola Prasad

Jamshedpur, Nov. 29: For XLRI students, meeting CEO and MD of Mudra Group Madhukar Kamath was getting a peek into the advertising world. For the corporate chief, it was a talk at his alma mater.

Kamath visited XLRI this evening to address the students as part of the CEO forum organised by the B-school.

The event was organised by the B-school authorities so that students could learn the latest business practices and trends.

A student of the 1976 batch of the B-school, Kamath talked to the students and faculty on the aspects of advertising, brand value and product positioning.

Kamath said: “Today, the media has changed drastically. Instead of just watching, the trend should be in creating.” During the CEO forum, he gave the students live examples from some of the best advertisements made in India and abroad.

Some of the famous ad campaigns he showed to students included the launch of Nike Plus products after the tie up with Apple.

But it was an O&M ad on Asian Paints, which was shot at Pushkar Mela, that caught the attention of the audience. The ad was shot at a budget of just $16 and is considered as one of the best advertisement campaigns ever shot for Asian Paints.

“This ad was never aired. But within the corporate circle, this is one of the best case studies,” said Kamath.

The CEO also spoke about his dream campaign — the Blue Billion India ad campaign that was his brainchild during the West Indies cricket World Cup.

He also spoke about the launch of a famous FM radio in the states.