Date
2022 - 2025
Project
Event communication, collateral and branding
Client
IIM Bangalore Alumni Association
Duration
4 years
Building Alumni Energy Through Theme-Led Event Storytelling
Client Overview
IIM Bangalore Alumni Association – Mumbai Chapter is one of the most active alumni chapters of IIM Bangalore, bringing together professionals across industries for learning, networking and community-led engagement through annual flagship events and curated sessions.
About Project
Umanshi has been the creative and communication partner for IIMBAA Mumbai for over four years. Our mandate spans end-to-end event communication for Anusmaran—from theme creation and teasers to invites, follow-ups, on-ground branding and post-event communication—reinvented every year.
Challenge
Same Event. New Energy. Every Year.
Anusmaran is a recurring annual event.
The challenge was to avoid creative fatigue while still retaining the familiarity alumni expect—making each edition feel fresh without losing its emotional anchor.
A Highly Aware Audience
This was not mass communication.
The audience comprised IIMB alumni—sharp, opinionated and design-aware. Anything generic, over-polished or gimmicky would be ignored instantly.
Driving Attendance, Not Just Awareness
Attendance is earned, not assumed.
The communication had to cut through busy professional lives and market noise, and make alumni want to show up—not just register.
Our Strategy
Theme Before Design
Every year started with a strong idea.
We anchored each edition around a central theme that reflected the alumni mood—Golden Anusmaran during IIMB’s 50th year, or market-linked humour and resilience when volatility was top of mind.
Personas, Not Posters
We humanised the audience.
One year, we created distinct alumni personas, each representing a different reason people attend—networking, learning, laughter or nostalgia—so every invite felt personally relevant.
A Full Communication Arc
We didn’t stop at invitations.
Teasers built curiosity, main creatives delivered context, follow-up mailers nudged attendance and on-ground branding ensured the experience felt cohesive from inbox to venue.
Testimonial
Creative Partner Who Delivers Consistently
Umanshi Marketing consistently delivers superb, original campaigns on time and within budget. Their understanding of our alumni audience, ability to translate themes into compelling communication, and seamless execution across invites, teasers, and on-ground branding has been invaluable. Over four years, they’ve become more than an agency—they’re a trusted creative partner ensuring every Anusmaran edition feels fresh, engaging, and memorable.
Ashok Ekbote
Director, Mumbai Chapter, IIM Bangalore Alumni Association
Built for Business Outcomes
Sustained Attendance
0
%
Consistently strong turnout across editions.
Trust Earned Over Time
4+ years as retained creative partner.
Higher Recall
0
%
Each Anusmaran remembered by its theme.
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