The IIMs A, B, C and L have joined hands to come up with the first ever PAN- IIM marketing Digest, ‘The Looking Glass’. The digest was launched online on December 2 with the aim of connecting marketing enthusiasts and providing some useful insights into the world of marketing. It will be made available to the industry and various B-schools across the country and abroad.

The 49-page digest covers a wide variety of interesting topics ranging from humor in Indian advertising to valuation of TV Advertising to the impact of the Fake IPL Player on brand Kolkata Knight Riders. The articles include contributions from students of the four IIMs besides the industry. The first issue includes an article by Prakash Bagri, Director of Marketing, Intel South Asia.

Mayank Jain, one of the digest editors from IIM Calcutta says, The initial co-ordination was tough no doubt, given the tight schedules at IIMs, but then as things picked up, it became quite smooth. We intend to continue this on a regular basis, rolling out the digest semi-annually with greater contributions from industry in the coming issues.