Name:  Shrenik Gandhi

Company: White Rivers Digital

Designation: Business Head

Questions:

1. Tell us something about your company – White Rivers Digital

White Rivers Digital is a Mobile, Social Media, Web & Creative consultancy. The company believes that brands need smart, quick-paced, nifty and creatively crafted solutions to effectively reach out to the target audience online, to stand out from the clutter and to grow.

2. Why did you decide to get into the digital industry given how competition-intensive it is?

To answer this question in a word: Passion.

Passion for Digital is what got me onto this space. This field gives us an opportunity to learn, unlearn & re-learn. Also, it is dynamic enough to keep people like me, who get bored with the same job regularly, stick to it. Speaking about competition, its too big a pie for the existing market to eat. India, as a country, is yet to see the real potential of the digital market & hence there is still a lot of space for existing players to grow as well as new players to flourish.

We, at White Rivers Digital believe that the real competition for any company is what it was yesterday! Always try to get better than what you were & then the real world competition shall not be as relevant.

3. What prompted you to start your own business as opposed to sticking to a job?

Starting up the business was always in mind. Picture this: The first time you wanted to learn swimming, everyone would have taken a round of the pool you were about to jump into, with zillions of questions in your mind, regarding fear, depth etc. You cannot understand or face the same till the time you jump into it. Even in real life, it is the same case. You have to stop constantly thinking around it & jump into it as soon as you have a sustainable plan. Simple. Be an entrepreneur, Face it!

4. What does entrepreneurship mean to you? Define it.

Entrepreneurship is dreaming about an idea, living it, sticking by it, standing up against the world & yet enjoy every second of it.

“Its about taking chances now, to tell stories on it when old!”

5. Who is the entrepreneur you look up to?

Kishore Biyani.

For his simplicity, believing in the concept of Indianness & for being a first generation entrepreneur.

6. What are the perks and pitfalls of owning/running a business?

Perks: When you start building your team for your dream, it is indeed a euphoric moment to see people working with you towards your dream & you get motivated to work all the more harder.

Pitfalls can be compromise on short term monetary gains, stabilised salary, time you cannot spend with your close ones, as you are working on ideas to get your business better & time you cant give yourself.

You may have to spend long hours on weekend working, but at the end of the day if it brings a smile on your face, it is definitely worth it.

7. What are the tips you’ll share with budding entrepreneurs/people who want to start their own business?

Believe in a better tomorrow, always. No matter what the world says, if you believe in an idea, live by it. Also, I have seen a lot of people waiting for that right idea to strike. You shouldn’t. There are millions of businesses already existing in the world. Pick up one & make it better. Simple.

My Name is: Upasana Makati

BMM College: Jai Hind College

BMM Specialisation: Journalism

Currently Working at: Founder & Publisher, White Print

Q1. Does being a BMMite give you an edge over others in the field of media?

The experience and exposure that a BMM student might get through the projects, shoots, trips, college fests can certainly be of great use when he or she enters the real world.

Q2. Do the subjects in BMM help you know the reality of the job? Is there any place for theory in the creative world?

Well, a few subjects in BMM and textbooks may not really be applicable in the real world. However, in my opinion having theoretical knowledge is very essential since it helps you build a great foundation. Once the theory is powerful, application and grasping practical skills becomes an easier task. Knowingly or unknowingly you do end up using or referring to the theory you once studied in the three years of BMM or even before that in school or college. Having said that, the practical skills that each job demands cannot be learnt from any textbook. Experience can be your only tutor.

Q3. BMM or BMM from a particular college? Does it make a difference?

Definitely BMM from a particular college. The quality of projects and faculty is of utmost importance in a course like BMM. After hearing stories from students of BMM from other colleges, I certainly feel that my experience in Jai Hind was extremely enriching, quality driven and exciting.

Q4. Internships during colleges – are they relevant in the long run?

Internships are like a trailer to a film. They can certainly give you a taste of the field and help you make decisions about your future. It might help you decide if you are cut out for taking up a job in a particular sector. Also, how seriously and honestly you deal with an internship is also a crucial factor. You need to be sincere and go with an intention of extracting the most out of it.

Q5. Work Experience or Higher Studies? What’s your pick? Why?

For me work experience comes before further education. What a job can teach you, books cannot. Once you have a strong foundation, working for a while can only make the further education more meaningful and gratifying. Understanding of theory must be followed by its application in the real world. You can extract the maximum out of the higher education only once you are aware about the nuances of the real world.

Tips for BMMBoxers:

BMM is…A tumultuous three-year journey!

Your favourite subjects in BMM: Marketing, Management, Journalism & Public Opinion and Understanding Cinema.

5 Must-Follow Tips for BMMites:

• Live the three years of BMM to the fullest
• Participate in every college fest!
• Don’t stick to text books
• Don’t try finding the meaning of the word ‘Creative’. You won’t find it!
• Explore, Experiment and Enjoy

Current BMM students can connect with you on: You could write to me at upasana@whiteprint.in or drop in a message on our Facebook page http://www.facebook.com/WhitePrint

Name: Daniel Fernandes

Profession: Stand-Up Comic

Company: Microphone Entertainment

Daniel Fernandes

Questions:

1. Did you plan on becoming a stand-up comedian or did stand-up comedy just happen along the way?

It happened by chance while I was studying for an MBA. I was asked to perform for a college event but I didn’t want to do the same old song/dance routine, so thought of giving Stand-Up a shot. It went well. Then I moved to Mumbai and as the scene was steadily growing I joined the bandwagon, while I still held on to my regular day job.

2. How do you come up with your jokes/material? Real events, observations, experiences, etc.?

Stand-Up is a very personal art form. All of my material is based on a life experience or an observation. You first jot down an idea and start writing about it. You run it by an audience, see how they respond, get back and keep editing till you get the order and delivery of the words just right and then you have a joke, gag or a bit that becomes part of your set-list. The entire process to get a single joke right can take anywhere from 9 months to years, depending on how deep you go with it.

3. What are the qualities required to be a stand-up comedian? A funny bone, discipline, diplomacy, etc.

A unique sense of humour, a never say die attitude, ability to write, quick wit on stage, honesty, discipline and a sound understanding of business.

4. Where do you see the stand-up industry in the next couple of years?

The industry is growing slowly and steadily but it is still a long way off from being established. We need more youngsters to look at Stand-Up as a viable career option (which it can be) and as more comics join the fray, supply will meet demand. The future is bright for sure.

5. The venue you love performing at is? The venue you aspire to perform at is?

The venue I love performing at is The Comedy Store Mumbai. There are many venues I hope to play some day like the The Comedy Cellar (New York), The Apollo Theatre (London) and stages at Comedy festivals across the world. All of this of course is many years down the line.

6. How easy/difficult is it for new artists to get a chance early on to perform? One piece of advice you’d like to give them would be?

Getting spots to try out Stand-Up for the first time is easy. Sticking it out and doing it till you get really good and are able to make a living out of it is the hard part. There are lots of open mic nights around the city where newbies can test the waters. My advice is to have a goal in mind when you start out and keep adding to it.  If you’re doing it for the money or fame you’re not going to get very far, but if it’s for the sheer joy of the art form there is so much you can do with it. There are many elements of Stand-Up that must be developed. The best advice I could give is to get on stage as often as you can and watch as much live comedy as possible. Eventually you will get the hang of it and if you’re smart about it, you might be able to make a decent living out of it.

Have some questions for the interviewee above? Wish to get some of your doubts cleared? Or want to just say a simple ‘Hi?’ Feel free to add your thoughts and questions as comments and we will try and have them answered for you!

My Name is: Shloka Chhabria

BMM College: Jai Hind

BMM Specialisation: Advertising

Currently Working at: HELLO! India

Shloka’s Take

Q1. Does being a BMMite give you an edge over others in the field of media?

It certainly does… It prepares you for – what people call – the big bad world of media. You may not begin your career graph as an ace, but you can be sure of two things: You’ll know what you’re getting into [the long hours and sleepless nights spent scrambling to finish BMM assignments pay off here] and it’s not until you start working that you will truly the understand the power of the media [be it in Advertising or Journalism].

Q2. Do the subjects in BMM help you know the reality of the job? Is there any place for theory in the creative world?

The subjects cover the fundamental aspects of the media, yes, but only when you start your job do you get a feel of the ‘real’ world. Having said that, I do feel that the BMM course as a whole – subjects, assignments et. al. take you as close to reality as you can get. So that when you do get there, you’re not a fish out of water. In today’s day when the media is ruthlessly cut-throat and cutting-edge, the space left for theory is very narrow. Creativity is limitless, that is its weakness and its strength.

Q3. BMM or BMM from a particular college? Does it make a difference?

I don’t think I’d ever imagine myself doing BMM from any college other than Jai Hind. However, I did participate in the exciting inter-college events and I have to say that the vibe and enthusiasm shared by all the participating colleges was alike. Though, academics are equally – if not more – important and Jai Hind tops my list here!

Q4. Internships during colleges – are they relevant in the long run?

Very relevant. I thought I would get into the Marketing field until I did an internship in my first year, when I realized that Marketing was a big no for me! It’s always, always better to get a taste of the field that you want to specialize in – and what better time than during the summer? That way you have a clearer idea of what you want to do after you graduate.

Q5. Work Experience or Higher Studies? What’s your pick? Why?

Don’t ignore higher studies, but get some experience first. Work until you know for sure what you love doing. Use your time to try different things. You never know what clicks. once you’ve set your mind on a field, then go and pursue your studies – educating yourself never goes to waste.

Tips for BMMBoxers

Your favourite subjects in BMM: Journalism, Cinema.

Tips for BMMites: Don’t take your assignments lightly, they hold as much weight as your grades and when you go for a job interview you have more than just a CV to your credit.

Have some questions for the interviewee above? Wish to get some of your doubts cleared? Or want to just say a simple ‘Hi?’ Feel free to add your thoughts and questions as comments and we will try and have them answered for you!

Name: Mitesh Kothari

Designation: Social Media Consultant

Questions:

Q. Since when have you been in the digital/social media field?

A. I have been professionally practising in the industry for 3 years now. Even before I took it up as vocation I was helping my family and friends understand and leverage the emerging media.

Q. What entails a successful social media campaign?

A. Social media campaign – like mainline campaigns are executed to achieve a particular goal. Goals can be anything from brand awareness, increasing sales, promoting an offer to launching the brand. So on the micro level, social media activity that achieved the before set goals is successful. On the macro level a successful social media campaign is one which breaks the clutter through creative use of the medium, viral content and ability to engage audience with the brand on one-to-one level.

Q. How does one acquire the skills required to be a successful social media manager?

A. Social media managers are a different breed in themselves unlike run of the mill advertising. Since social media is not a short term activity a SM is most likely to be a Brand Manager on social media. So to be a successful SM one needs to have a knack of understanding the brand, objectives of the brand, target audience, consumption habits and psychology of the audience, innate client servicing skills and a knack for understanding numbers and creative work. Such skills can be acquired during the BMM coursework through various projects, working with people and most of all be up-to-date with ever changing social media world through industry leading blogs.

Q. How can a fresher land a job in the digital field?

A. Industry itself is in a very nascent stage and has a huge potential for growth. It is a tectonic shift in way how brands will market their goods and services to customers. So if you think that the field is for you, walk into a digital agency with your reason for joining them along with projects you have done during your coursework and sighting your current social and digital presence.

Q. Is it important for an individual to be active on social media if she/he wishes to be a social media manager? Why?

A. It is very important. We don’t expect someone to create a path breaking viral campaign or even run of the mill ones if they themselves don’t understand the nitty-gritty of the medium. For example one will never understand their target audience’s YouTube consumption pattern if they themselves are not on YouTube almost every day. Insightful knowledge of the medium comes from heavy usage of the medium itself, so if you don’t see yourself attracted by Facebook, Twitter, Youtube, Instagram or Pinterest then surely you can’t use them to successfully market your client’s products.

Q. What are the trends for 2013 in the digital media space in India?

A. 2013 is a very exciting year for digital space, it’s a year when 1/4^th of the marketer are awaking to the possibility that it won’t be Digital Marketing anymore it will be just Marketing; in short Digital will be the centre space of almost every marketing activity, be it through use of the medium or use of the technology. Some of the emerging trends are –

Moving beyond likes – It will no more be the number of people I have on my fanpage, it will be more about the number of people interacting with me, giving me input about my products and evangelising my brand.

Mobile – Future of digital space, social space and marketing space is mobile. People cannot live without their mobiles and if marketers reap it intelligently they will have first mover’s advantage.

Analytics – Analytics tools will become more and more essential for marketers to understand and leverage. These tools will aid understand consumers activities and consumption and will drive the future campaigns.

Your Mother Is On Facebook – No more can it be argued that social and digital space can cater to a limited audience. We help brands to reach audience up to age of 40 with through Fcaebook. Marketers will have to wake-up and break the traditional mind-set.

Experiential Marketing – Everything will be virtual and it will be quite essential for marketers to mix digital and real world marketing coupes to impact their audience. May it be Coke Australia’s Coke fairy vending machine or closer to home Foodhall’s  Christmas campaign to merge digital and real world. It’s the future and its inevitable, come on terms and create.

General Gyaan

5 Must-Do tips/activities that future social media managers can follow:

1. Learn what the core identity of your client’s brand. Understand what it stands for and translate it to digital and social.
2. Read articles and reports, learn what your target audience wants, what are their touch points and use the knowledge wisely.
3. Use social media extensively, if you don’t know what the medium is all about you can hardly make it profitable for your client.
4. Think out of the box, there is huge clutter on digital due to lack of entry barriers. So be creative think as absurd as you can and then go back and link it with the brand you have to work on.
5. Never let anyone tell you that digital and social are just fad and they will go away. Like TV, Newspaper and Internet, Digital and Social are tectonic shift and they will remain and grow exponentially for decades to come.

Some top blogs to follow are –

1. www.mashable.com
2. www.techcrunch.com
3. www.lighthouseinsights.com
4. www.socialmediaexaminer.com
5. www.digitalbuzzblog.com

Top 3 digital media companies (in India), according to you are:

Hunagama

WebChutney

iContract

PS: Never forget to read Marketing White book for the current year

Introduction

My Name is:  Shruthi Rajendran

BMM College: Jai Hind College

BMM Specialisation: Journalism (Batch of 2010)

Currently Working at: Gulf News Broadcasting (UAE) – News Presenter for Josh FM

Shruti R

Shruti’s Take

Q. Does being a BMMite give you an edge over others in the field of media?

A. It certainly does. I did my Masters immediately after BMM and everything I learnt in theory while studying BMM helped me do the practical bit of the Masters. Even as I did odd freelance jobs as a student, I was still ahead of people who had done non-media related courses.

Q. Do the subjects in BMM help you know the reality of the job? Is there any place for theory in the creative world?

A. Learning the theory is what enables you to apply it in the practical world. BMM subjects aren’t like algebraic formulas where you’re almost certain you’re never going to use it. Simple things like even knowing the correct terms in TV and Radio helps when you go out there. Creativity is great but if you don’t have the discipline to channel it then it’s all just a waste.

Q. BMM or BMM from a particular college? Does it make a difference?

A. I’d like to think so. The brand name matters. But in the end it boils down to how much scope you have to express your ideas, how far you can think outside the box, and how much of it can you apply when you’re put in the situation. You need to learn the minute details for the exam but the facts that you retain which you can use in the real world makes the difference – irrespective of the college.

Q. Internships during colleges – are they relevant in the long run?

A. YES. Absolutely. No experience is irrelevant. Even something as silly as a local newsletter or a community radio is great experience because it shows you have some knowledge of the work. I know it is difficult to manage odd hours of BMM and internships but the vacations are a brilliant time to get whatever experience you can get your hands on.

Q. Work Experience or Higher Studies? What’s your pick? Why?

A. I chose the path of higher studies – as mentioned before – but I also worked while I was doing my MA. I used to help out at a local radio station in England with uploading content on their website from 6 am to 9 am then head off to Uni for my lectures at 10. It was something basic as content but it helped me make contacts, gave me the feel of working in an actual radio station, and even helped me build my skills as a reporter. But the education bit helped as well – it was easier to get work experience opportunities because I had mentioned I was doing my Masters. In the end getting a job was fairly simple – I had a world load of experience and a Masters degree in Broadcast Journalism.

Tips for BMMBoxers

BMM is… a great building block

Your favourite subjects in BMM: Editing – nothing has helped me more after I graduated

5 Must-Follow Tips for BMMites:

• Experiment – it is the best time to try new things
• Create a style or identity for yourself – make sure that style is reflected in everything you do. You will be instantly recognised
• Learn as many softwares as you can while you’re doing your bachelors. People will be amazed
• Have fun – once you get sucked into the adult life – as much fun as media is – you can not make mistakes as often and you will definitely be held responsible for them
• If you have a certain field or specialisation that you’re particularly interested in – don’t give up until you get into that and don’t settle for the next best. You’ll end up doing the thing you started as part-time while you could pursue your dreams, for the rest of your life. Don’t give up

Current BMM students can connect with you on:

On twitter @ShruthiR11 or on email @shruthi.rg11@gmail.com

In our final interview (in a series of 3), we interview Prof. Deepak Kumar Tiwari, the co-ordinator of BMM at Thakur College. He shares his thoughts on the course, on what sets BMM apart and how withing 3 years, Thakur BMM has managed to gain a strong foothold.

Prof. Deepak Kumar Tiwari

1. What according to you sets BMM apart from other graduation courses?

I think BMM is a versatile course. We have leadership and management skills being taught which gradually develops the student’s innate ability to excel. With the variety of subjects you can call it the ‘Master of All’.  It is also an extremely flexible course.  Also, it opens a number of options for the students to choose from.

2. What skill sets must a student have if he/she wishes to take up BMM after 12^th?

Good communication skills. He/she should have reading habits. Good command over languages is a must. One should be interested in consuming media as much as possible. He/she has to be an extrovert and must be able to convince people, because at the end of the day they will have to work for an audience.

3. How do BMM students seeking entry into the professional media world benefit from this course?

BMM, being a combination of all the subjects, enables the students to explore their potential to be future media professionals. Subjects ranging from Public Relations to Creative Writing help the students to understand what they’re good at.

4. How much weightage would you place on fests, extra curriculars and academics in the BMM course structure?

This course was started with a belief of it being a practical as well as a theoretical course. One should be enthusiastic about the extra-curricular activites as well because just studying won’t take any BMM student anywhere. This is because we are trying to develop certain skill sets. And skill sets cannot be mugged.

5. Some BMM myths you would like to break?

You don’t have to study. It becomes very easy for other departments to state so, at times. But it’s absolutely false. Coping up with 36 subjects in 3 years is not an easy deal.

6. What sets BMM as offered by Thakur College apart from BMM as offered by other colleges?

Keeping in mind that we are just three years old, I think the level of interaction and understanding between the students and the faculty is extremely strong. And in these 3 years we have been successful enough to pull off an international short film festival. Plus we are soon going to have our own editing studio!

I always encourage my students to put themselves at the fore front as I feel being a confident person is extremely important in this field. I wish and hope all my students get enough opportunities to showcase their talents and thus excel.

Enjoyed reading Prof. Tiwari’s views? If you’d like us to interview your college co-ordinator and highlight the efforts of the BMM department of your college on BMMBox.com, then drop us an email at connect@bmmbox.com. Do mention the following details in the email: Co-ordinator’s Name, College, Subject taught, Co-ordinator’s email address/mobile number.

In our second faculty (BMM co-ordinators) interview in a series of three, we conversed with the direct and stern, Mr. Sudhakar, co-ordinator of Wilson BMM. Known as the man who seldom smiles and who mentors his students with unmatched dedication, in this interview he sheds light on the things that set BMM apart from other courses and tell us how academics go beyond books. Read on!

Mr. Sudhakar

1. What according to you sets BMM apart from other graduation courses?

The one thing that sets BMM apart is the quality and quantity of projects that students are required to undertake and the range of subjects they study. Right from psychology to marketing to sociology and television even, students are introduced to and required to study these varied subject. Also, the kind of projects and the interpretations they are required to draw from what they learn sets BMM apart.

2. What skill sets must a student have if he/she wishes to take up BMM after standard 12?

Any student interested in BMM must be open to possibilities, to ideas. What happens many times is that we become creatures of habit. So much so, that we ignore ideas. This is something that must be avoided at all costs. Students, individuals must be open and curious, they must be willing to observe, learn and harbour a different kind of attitude.

3. How do BMM students who seek entry into the professional media world benefit from this course?

I think the varied subjects, a thorough understanding of them and the resultant strong theoretical base is what helps BMM students in the professional world. However, it is imperative that they are taught these subjects well and that they learn these with utmost attention.

4. How much weightage would you place on fests and academics in the BMM course structure?

Ultimately, it is all about balance. A thorough academic and theoretical understanding of the subject is a must, though. Also, theory is not just about syllabus. Attending lectures, participating in discussions, sharing your point-of-views, raising issues is a great way to learn.

5. What sets Wilson BMM apart from BMM as offered by other colleges?

We have a rigorous course structure. We don’t simply stick to the syllabus designed by the university. We use material from Harvard Business Review (HBR), The Economist, etc. to get a holistic view of the current events/trends. The projects are rigorous too and they demand much of the students.

Enjoyed reading Prof. Sudhakar’s views? If you’d like us to interview your college co-ordinator and highlight the efforts of the BMM department of your college on BMMBox.com, then drop us an email at connect@bmmbox.com. Do mention the following details in the email: Co-ordinator’s Name, College, Subject taught, Co-ordinator’s email address/mobile number.