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MICAns take over snapchat

By : Guest on 13 July 2017 E-mail Print Report Abuse

Over the summers, first year MICAns embarked on internships in various parts of the country, hoping to find exposure, learn crucial marketing skills and understand how corporate culture works. This year, the student-led community aimed to take it a notch higher by documenting their experiences extensively to help the industry and aspirants understand how MICAns work. While social media was leveraged through the standard blog posts, photographs with the ubiquitous hashtag #MICAnsAtWork, this year was a year of experimentation too. The students took a leap of faith and started doing takeovers on the MICA Snapchat handle: mica_ahmedabad. This is the first time a campaign like this has been run on Snapchat in India, and the results were tremendous. MICA is the only premier management institute in India that has successfully leveraged Snapchat, which caters to 100 million daily users, 77 percent of which are college students globally.

Takeovers are a form of transient social media wherein people can create storylines based on their everyday lives. The students saw the opportunity in this and categorized the internships, holding industry specific takeovers featuring companies like Google, Sony Pictures Network, Amazon, L’Oreal, Star India, Group M, DY Works etc. to help aspirants and the incoming batch understand what kind of internships MICAns do.


The students documented their roles in their respective organizations, followed their mentors (usually MICAns) around for a day, explained what tools and resources were most popular in the industry and showcased client perspective.  

Once students realized how well these internship takeovers were doing, they extended the campaign to include alumni as well. Recent graduates, PGP 22 stepped in, documenting their exciting first jobs. One alum, placed at Sportoid LLP, a sports marketing consultancy, did a takeover while working at the ICC Champions League Trophy and captured marketing activities at the England vs Pakistan semi- finals match held in Cardiff.


Another alum, PreshitKarandikar, currently placed in Sony Pictures Network, spoke about the takeovers, appreciating the idea. He said, “The objective is three fold- to portray an honest picture of what the contemporary industry ecosystem looks like, to engage stakeholders like recent passouts and third, to strike a partnership with respective organisations. The visual medium makes it easier to show people around and be rather candid about our day to day work.”

The idea behind using Snapchat was to create engaging content that doesn’t get tied down by too much text. In a world that’s rapidly moving towards a digital interface, a move like this proved that MICA knows its marketing, especially as it’s a student-run community. In the future too, students hope to use Snapchat to leverage on-ground and virtual events, thereby keeping the MICA community close-knit.


About MICA

Established in 1991, MICA is the first residential institute in the country and perhaps in the Asia-Pacific region, dedicated to creating Leadership in Strategic Marketing and Communication. 

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