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The second case study contest on BusinessLine on Campus ( www.bloncampus.com ) asks students to take on the role of a copywriter and write smart lines for an ad for Kurl-On mattresses.
The case is written by faculty of IBS Hyderabad and presented by Hidesign, the premium leather goods brand. The best entry stands to win ₹25,000 in gift vouchers from Hidesign. The case focuses on the controversial ad campaign for Kurl-On in May 2014, that featured Nobel Prize winner Malala Yousafzai.
Contestants have to come up with an alternative campaign for Kurl-On that highlights the ‘bounce’ attribute of the mattress. B-schoolers should present a concept note they would give for a print advertisement.
This case has been written exclusively for BLoC by Debapratim Purkayastha, Associate Dean, IBS, and Syeda Maseeha Qumer, a consultant. B-schoolers can log on to www.bloncampus.com/case-studies/ to read the case challenge and entry rules. The last date is November 28. Two-member teams from B-schools can enter the contest.
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