The Ahmedabad-based Mudra Institute of Communication (MICA) recently concluded its annual International Communication Management Conference 2015 (ICMC 2015) on 'Digital future: content, community & communication'. 

The last day of the three-day event started with a special session for emerging scholars to interact and network with senior colleagues. Additionally, the day saw Ajai Kumar S. of UNDP-India present a paper on Effective Branding for Better Social Impact: A study on the need for effective branding of schemes implemented by the Ministry of Rural Development and Ministry of Health and Family Welfare was also presented. 

Neil Patel, Co-Founder and CEO of Awaaz.De, presented a paper on mobile connectivity for India's last mile. 

The plenary session panels featured leading practitioners of digital branding. The speakers included Vidhya Sankarnarayan, Co-CEO of Flamingo, India; Vishal Chinchankar, Digital Head of MEC Global India; Kulwinder Singh, Director of Global Marketing & Communication, Synechron Technologies India; Rishi Dogra, Head of Digital, Po1 at PepsiCo India; and Kanika  Mittal, Head, Marketing and Brand Communications, Reebok India.

Speaking on the evolution of the audience Sankarnarayan said, "The digital medium is opening up possibilities for both the brand and the consumers, empowering them in the process. The audience that consumes digital content is an evolved one that has access to the best content from around the world. They are no longer a target audience but are participative in nature."

Another panelist Mittal of Reebok India added, "Students and practitioners of digital communication should be willing to study the latest trends and literature. They must be tech savvy and passionate and they need to keep themselves updated." 

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