MICANVAS 2023: Celestial Echoes of Creativity and Connection at MICA.

MICA, located on the outskirts of Ahmedabad and surrounded by a verdant campus, has always made it a priority to differentiate itself from traditional business schools, sometimes known as b-schools, by putting a significant emphasis on creativity and innovation. Having produced some of the most talented marketing and communications professionals in the country, the institute has truly lived up to the tagline "The School of Ideas." This focus is seen through various facets of MICAn culture - be it the numerous displays of graffiti across walls on campus, the infamous “Chhota” wall, the host of entirely student-run clubs and their events and activities, or the myriad experiences that students get to live out here, the institute makes a sincere attempt to leave no stone unturned in creating dynamic, creative and sensible professionals of today, and leaders of tomorrow.

MICANVAS, which is MICA's annual marketing festival, is an event that draws inspiration from the organisation's rich past. This event, which has been around for more than twenty years and is packed with history, is coordinated every year by its eponymous committee, which is exclusively comprised of students during the intersection of fall and winter, typically in the month of November. Every year, members of the committee choose a topic for the festival that will take place that year, and they work towards incorporating that subject throughout the festival's activities, decorations, communications, and imagery. Taking things to a higher level than the "Level Up" concept used in 2022, the "Celeste" theme this year attempted to make things celestial, promising a galaxy of experiences for every watcher, attendee, and festival-participating individual. In the same way that every participant and concept, like heavenly bodies, come together to create a fabulous event, the theme "Celeste" reflects the harmony that exists throughout the cosmos. Everyone's participation, no matter how insignificant it may have been, was an essential component of the vast cosmic show that MICANVAS 2023 was able to produce. This included everyone from the planners to the spectators and the attendees to each participant. In the case of 'Celeste,' the festival honoured the tremendous potential within every one of us. Just as the universe is filled with unfathomable mysteries, so is our capacity to create, inspire, and investigate. Participants were encouraged to work together to realise their full potential in the cosmos and start on a trip that went beyond the typical.

At this year's rendition of the renowned festival, no fewer than seventeen different events were open to college students and professionals from all over the country. These events showcased a fittingly cosmic variety of avenues for participants to try their hand at and win thrilling prizes in the form of cash and other awards. In addition to the traditional competitions, such as "Last Manager Standing," which offered a cash prize of one lakh Indian rupees, there were also new competitions, such as the "Galactic Getaway," which was centred around space and required the teams who participated to develop and promote items that would make space travel more convenient and fun for their clients. In the same vein, there were also events that were performed in conjunction with other MICAn clubs. For example, "RJ Wars" was performed in conjunction with MICAVAANI, which is MICA's very own radio station. Participants had the opportunity to compete in this one-of-a-kind legacy contest and experience what it is like to be a radio jockey for a day. In contrast, several competitions were staged in conjunction with partners. One example of this is the "Nexus Marketing Saga," which was a one-of-a-kind marketing competition with a planet-based theme that was presented in conjunction with HDFC, who was also the title partner for this year's tournament. Contestants were invited to the campus once they had qualified for the finals of each competition, and the majority of the competitions were held in a hybrid style, in which the first few rounds of each competition were held online. The fact that some of them were hosted comepletely online, on the other hand, ensures that travel and logistics need not necessarily become a barrier between interested participants and their opportunity to have a celestial experience. At these competitions, MICAn and non-MICAn participants displayed an extraordinary level of dexterity, ingenuity, and conviction to compete and win prizes that they had worked very hard to acquire. Winners, judges and other stakeholders also got hampers filled with exciting goodies from partners like Plum Body Works, Lovechild, and Curlin - along with delicious offerings from Tagz, Unibic, Ultrapop and BRB snacks, which everybody feasted on. Effervescent tablets from Enerzal kept energy levels high throughout the fest, while Spicta products made sure that each participant was greeted with a fresh smile every morning.

At the "Silver-Oak" hostel block on campus, participants were greeted with a warm welcome upon their arrival. The "Soak Night" event, which has been going on for decades, featured a variety of entertaining activities, including football freestylers, a live band, and a central campfire around which individuals could sit on comfortable mattresses and get to know one another. Additionally, this event proved to be a fantastic venue for MICAns and guests to bond over complimentary snacks, entertainment, and, of course, some seriously groovy music. Throughout the three days of the festival, attendees were privy to a diverse selection of curated experiences and activities, ranging from shopping to eating. Partners like Farzi Originals - an Indian streetwear label, had set up shop on campus and attracted a large amount of visitors, who flocked to see the trendy new designs on sale. Similarly, a set-up by popular local joint “PocoLoco” attracted a stream of hungry and eager attendees, who definitely found the delicious food worth braving the stormy weather for.

In addition to such experiences, MICANVAS also proved to be a truly starry affair for all attendees, as eminent professionals from different sectors, ranging from Banking wherein Mr. Suny Kurapa - Verticle head - Marketing at HDFC, along with other senior members of the industry attended events, to FMCG (Fast-Moving Consumer Goods) where Ms. Nidhi Laddha - Head of Marketing at Lovechild by Masaba, graced the events as well. These professionals acted as judges to help provide an unparalleled and impartial competitive experience to all participants. It was also a moment of “homecoming” for many ex-MICAns such as Ms. Priyanka Neelakantan - Brand Manager at Lovechild by Masaba, who were on campus as guests, judges, or representatives from the various companies onboarded as partners for the three-day-long extravaganza. A hilarious “comic night” featuring young and talented comedian Karthik P.K. left the audience at the densely-packed Mani Ayer auditorium in splits, as they were privy to some relatable yet hilarious jokes crafted out of mundane situations. The highlight of the 3-day event was the climax, via a speaker session by eminent actor, director and media personality Mr Saurabh Shukla - who was invited to engage the audience in collaboration with the MLS - MICA’s Marketing and Leadership Series. The audience was left enraptured as such proximity to such a famous and erudite personality who was personally answering every question that he was asked proved to be a surreal experience.

MICANVAS 2023 wasn't just an event; it was an echo of MICA's spirit. It reaffirmed the institute's dedication to creativity, the belief in human potential, and the power of connections forged under the shared celestial canopy. In true "School of Ideas" fashion, Day 3 of MICANVAS wasn't just the end of a festival; it was the beginning of infinite possibilities, a constellation of memories forever etched in the hearts of participants, forever reminding them that they, too, are capable of shining brightly in their unique orbit. Team MICANVAS aims to grow even more extensive and break all limits with the next rendition of the festival in 2024. To a galaxy of possibilities!