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After meticulous efforts by the IlluminatiX - the Media and PR Cell of XIM, the 8th edition of the Annual Media Conclave, Communiqué '21, was held online on the 10th of October this year. The event started with a brief introduction of the theme- 'Domino Effect PR: Communication in the Hands of the Masses.'

Dr Samir Kapur was the first guest speaker for the event

Speaking about the meaning of PR in the modern world and how technology has evolved, Dr Samir Kapur director of the renowned company Adfactors PR launched the event. He further placed his ideas on how he looks at the PR world as a storyteller and emphasized the use of Google SEOs, colligating it to the world's reputation management system and future PR metric.

In his closing remarks, he said, "The new age manager needs to understand that the control era is extinct and now it is important to manage people accurately as a team." A short interactive session was followed by his speech in which students asked potent questions in regards to the industry.

Words of wisdom by Mudassar Hossain & Prashant Sukhwani

Following the launch speech of Kapur, Mudassar Hossain who is the Managing Partner at Ogilvy, a renowned PR and advertising company spoke about the significance of the human touch in the industry. In an interactive session, he spoke about the impact of human values on PR.

Mudassar mentioned that the power of ideas and story creation reflects on the products of a company. He shared his insights on the importance of human actions on PR, and through many examples, he explained the Domino Effect. He even introduced a new notion of the Product Story being the king and not Product Functionality and how brave brands were admired by the customers. At the end of his session, he interacted with the audience and responded to their queries.

To conclude the event, Prashant Sukhwani, the Brand and Communications Head of Burger King Corporation shared his observations of the domino effect. To re-emphasise the effects in the industry, he explained how the proliferation of an event occurs due to PR, through several examples of Burger King. He went ahead to explain how the campaigns of the company were influenced positively and the advantages of the latest trends.

He further stated the importance of context in a conversation and mentioned that the domino effect could not happen overnight when it comes to behavioural changes in a consumer. He gave his insights on how to deal with changes and pointed out the challenges in doing so.

Communique '21 a hit!

The final round of interaction took place after all the guest speakers had put up their point regarding the Domino Effect in the PR sector. During this round, queries on placements, the effect of the pandemic on the industry and changing trends in media, were answered by the guests.

The conclave concluded with a vote of thanks by Ananya Das, the student coordinator of IlluminatiX - Media and PR Cell. For more information about the event contact 9674643954 or email at The recorded video conferencing link has been shared via mail to all the students and council members on their official email IDs.

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