It makes a lot of sense for the students living in urban areas to reach out to rural areas to know people there and learn about their struggles, aspirations, their attitude towards education, the world around them and how they remain satisfied with resources they have.

   With this idea in mind, Ahmedabad-based leading communication school MICA, the School of Ideas, organises the Rural Immersion Program every year to expose its students to the rural environs and people there to enhance their awareness and to sensitize them about struggles faced by the rural people.

    Says professor Kallol Das of MICA who heads the Immersion Programme, “The programme aims at understanding and refining marketing strategies to improve the efficacy of interventions in rural markets. This is the second year of our conducting this programme digitally and we are overwhelmed by the kind of response we have received from our partner....