Nagpur: Students of the Brand Management course at the Indian Institute of Management (IIM), Nagpur, turned classroom concepts into innovative “phygital” models, blending physical structures with digital and interactive elements as part of an experiential learning exercise.Guided by Prof Rahul Kumar Sett, the activity saw students creatively present concepts such as brand identity, positioning, personality, storytelling and consumer perception. The models also drew on art, cinema, music and theatre to demonstrate how brands communicate values and build distinctive identities.Among the exhibits was a rotating stage inspired by Japanese Kabuki theatre, used to explain filmmaker Sergei Eisenstein’s montage theory. Another model demonstrated the Kuleshov effect, showing how the juxtaposition of images can alter meaning. A third explored the concept of a brand as ‘apta’ — a trustworthy authority — drawing from classical Indian thought.IIM-Nagpur director Dr Bhimaraya Metri visited the exhibition and interacted with the students, appreciating the creativity, research and conceptual understanding reflected in their work.
