STOLEN - Embrace the Truth!

19 Pages Posted: 7 Dec 2013

See all articles by Anita Goyal

Anita Goyal

Indian Institute of Management (IIM), Lucknow

Vivek Astvansh

McGill University; Luddy School of Informatics, Computing, and Engineering

Date Written: December 3, 2013

Abstract

The case presents a real life campaign called STOLEN run by Sapient India with the objective of brand building and recruitment marketing. The case explains the formulation, executive of STOLEN through communication-mix tools and the results of the campaign. STOLEN illustrates a unique example of building and strengthening the brand, and also attracting talent for the company. The case aims to bring forth the discussion on the dual role of STOLEN for brand building and recruitment through blend of traditional media with social media tools. This will help to understand the use and application of integrated marketing communication. The case requires deliberating on the future prospects of leveraging the STOLEN.

Keywords: Brand building, Integrated marketing communication, STOLEN, Sapient, India

Suggested Citation

Goyal, Anita and Astvansh, Vivek, STOLEN - Embrace the Truth! (December 3, 2013). Available at SSRN: https://ssrn.com/abstract=2363150 or http://dx.doi.org/10.2139/ssrn.2363150

Anita Goyal

Indian Institute of Management (IIM), Lucknow ( email )

Noida Campus
B-1, Institutional Area, Sector 62
Noida, Uttar Pradesh 201307
India

Vivek Astvansh (Contact Author)

McGill University ( email )

1001 Sherbrooke St W
Montreal, Quebec h3A 1G5

Luddy School of Informatics, Computing, and Engineering ( email )

700 N. Woodlawn Avenue
Bloomington, IN 47408
United States

HOME PAGE: http://https://luddy.indiana.edu/contact/profile/index.html?Vivek_Astvansh

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