Written by: Karnil Pancholi, PGDM Student, AMA

The buzz was palpable as the audience gathered for the very first session of the Impact Series 2023-24, a platform where industry experts converge to share their experiences and insights with an engaging audience. The topic for the evening was “Storytelling in Advertising: Creating Emotional Connections with Consumers,” and the anticipation was electric.

Storytelling appeals to emotions, establishing a bond between the brand and the audience. Emotional encounters last longer and can impact consumer impressions and loyalty.

Date: 1st December

Time: 6:30 PM

The stage was set, and the audience was eagerly awaiting the wisdom that was about to be imparted. The evening’s speakers, Rohan Shah and Chetan Chauhan, are stalwarts in their respective fields who promised a rich tapestry of insights.

Rohan Shah, the founder of Hedweeg Innovations, brought with him over 25 years of industry experience. His expertise lies not only in the realm of UI/UX design but also as a design thinking maestro.

Chetan Chauhan, on the other hand, is a luminary in the film fraternity and is recognized for founding the Ahmedabad International Children’s Film Festival. His drive to promote exceptional children’s cinema has earned him awards, and the festival, which recently closed on December 10th at AMA, is proof of his dedication to the arts.

Trends in Advertising and Emotional Resonance

As the session commenced, Rohan Shah and Chetan Chauhan took the stage, weaving a narrative that transcended the conventional boundaries of advertising. The crux of their talk centered around identifying both current and future trends in advertising and branding, urging the audience to always think of something out of the conventions.

Rohan Shah, with his extensive background in UI/UX design, delved into the visual aspects of storytelling. He highlighted the value of employing design thinking while crafting narratives that captivate audiences and have a lasting impression on them. Shah demonstrated how careful design may elevate a brand’s storytelling game to create stronger relationships by using case studies and real-world examples.

Chetan Chauhan, on the other hand, brought a cinematic perspective to the discourse. He emphasized the requirement of deep, emotionally evocative, and engaging storytelling, drawing comparisons between filmmaking and advertising.  He related stories from the ​movie industry to show ​how emotionally charged stories that are skillfully written may have a significant effect on viewers.

The Genesis of Impact Series 2023-24

The session wasn’t just an isolated event; it marked the inauguration of the Impact Series for the academic year 2023-24.  This series aims to bring together specialists from multiple fields to share their experiences and views with an eager audience. To promote a culture of constant growth and innovation, the goal is to establish a melting pot of ideas.

In the upcoming sessions, the Impact Series promises to delve into various facets of business, technology, and creativity, providing a holistic understanding of the ever-evolving professional landscape.

A Prelude to Future Insights

As the curtains fell on the first session of the Impact Series 2023-24, the audience departed with their minds buzzing with newfound knowledge and inspiration. The amalgamation of Rohan Shah’s design thinking expertise and Chetan Chauhan’s cinematic wisdom created a symphony of ideas that resonated with everyone present.

The Impact Series is poised to be a beacon of knowledge, guiding professionals and enthusiasts alike through the dynamic landscape of their respective industries. As we reflect on the inaugural session, the anticipation for what the future holds is transient.

Stay tuned for more as the Impact Series unfolds, promising to be a transformative journey for all who embark on it.