Post by Manheer Kaur

"Persuasion is not about convincing, it’s about connecting.” As part of our Managerial Communication course, we had an insightful session with Prof. Sriparna Basu on Strategies for Persuasive Communication. We explored Cialdini’s six principles of influence—reciprocation, social proof, commitment & consistency, liking, authority, and scarcity through campaigns like: Positive persuasion: Coca-Cola’s Drinkable Billboard (2015) that turned ads into free Coke Zero samples via Shazam, driving 150,000+ trials. Negative persuasion: LIC’s life insurance ads, framing financial insecurity to push action through responsibility. Contrast persuasion: Lifebuoy’s Roti Reminder "Lifebuoy se haath dhoye kya?" at the Kumbh Mela, stamping hygiene cues on 2.5M chapatis at the moment of eating. We were also evaluated on sales pitches for innovative products like a herbal energy drink and chocolate-flavored Hajmola where we: ✔ Defined target audience ✔ Built messages with logos, ethos, and pathos ✔ Considered logistics ✔ Used a network hotshot for credibility ✔ Delivered a strong CTA Key takeaway: A good pitch thrives on a strong hook, relatability, creative storytelling and CTA. #FORESchoolOfManagement #ManagerialCommunication #Persuasion #Marketing #SalesPitch