Team Ghaziabadis’ Secret Formula


Secret formula is the brand strategy building marketing competition of Intaglio, the annual management festival of IIM- Calcutta. Among 250 registrations in the first round, an online quiz, around 36 teams made it to the second round. The 2nd round was a live case study on Lifebuoy brand of Unilever. The teams were asked to submit a 2 page write up on how to promote the Help a child reach 5 campaign of the lifebuoy brand along with some other deliverables. Team Ghaziabadis consisting of three first year marketing students, Rahul Singh, Siddhartha Gupta and Adit Grover from IMT- Ghaziabad made it to the second round. The trio successfully crossed this hurdle and got a chance to present their ideas in front of the HUL team in the campus of IIM-Calcutta.

The finalists were from IIM-Ahmedabad, IIM- Calcutta, MDI, and SCMHRD along with the team from IMT-Ghaziabad. The judges for the event were the Indian Brand manager and the Global Brand Manager of Lifebuoy. All the teams were given a time span of 15 minutes to present their cases and the next 5 minutes were for Q & A. The presentations tested not only the presentation skills but also the analytical as well the imagination skills of the contestants. Team Ghaziabadis were declared as the 2nd runners up. The thing that impressed the judges most was the originality and the creativity the team had put into their presentation. The first two positions went to the teams from SCMHRD and MDI.

When asked about the experience the team said, “Winning and losing is a part of the game but getting an opportunity to present his/her case in front of such an esteemed panel of judges and earning appreciation for the same was more than what a student can ever demand”.