Reputation Dialogues@DSC

‘Ache din’, the winning narrative that still reverberates in the ears of Indians and is a major throwback to the historic 2014 Parliamentary elections, was developed from the insights generated by the extensive research that was undertaken by the BJP to understand the ‘hearts and minds’ of the voters. Mr. Ashwani Singla, Founding Managing Partner, Astrum and formerly the Asia MD of Penn Schoen Berland led the polling team that generated the insights. The deep understanding of the voters was extensively used in the 360-degree communication campaign to persuade the voters that the “Modi Sarkar” would be the best choice to lead the nation.

Department of Management Studies, IIT Delhi organizes its flagship Business Leader Lecture series and Mr. Singla was of one our eminent guests as a part of this series. He was with us to deliver his viewpoints on the topic “Using Science to Persuade” and interacted with the students.

Talking about a career in public relations and communications, Ashwani said, “Working in Public relations can be very rewarding as it allows you to combine science & art, offering a truly remarkable working experience and grow professionally.” He added, “There is always a lot of excitement & opportunities just waiting to be explored if you are willing to take the first step.”

This is what the students had to say about their experience of the session with Ashwani.

Aeyman Pasha, who is also perusing her masters in Journalism & Mass communication said “We appreciate the way the basics of Public relations were moulded with combination of scientific research, insight generation and simplicity of a message”.

Apeksha Bajaj, “The session gave great insights about how Public Relations could bridge the need of reputation management”. Tanya Bansal a volunteer at People for Animals and Helpage India,“It was a great learning experience and the session with Ashwani Sir was very lively & interactive”.

Somya Singh, “The experience was phenomenal and very persuasive in terms of learning, also an opportunity to know how simple ideas can be extremely useful with the blending of science in it”.

About Delhi School of Communication

The Marketing Communication programme at DSC is a Post Graduate Diploma Programme in Communication (PGDPC) + Masters in Mass Communication. It integrates areas of Advertising, Public Relations, Entertainment Management, Digital Communication and Marketing & Strategy to create communication leaders. DSC has been a first in many domains. It pioneered the concept of Integrated Marketing Communication training, also bridging the theory-practice gap through its Apprenticeships and Internships. It is a 22 year old legacy that has contributed towards the growth of many professionals and the communication industry at large.