Final-year students from Taylor’s University School of Media and Communication’s Advertising and Brand Management programme recently brought classroom concepts to life, transforming them into market-ready products through an exciting collaboration with renowned brands DASHING and Enchanteur. This initiative was part of the Advertising and Brand Management Collaborative Project module, led by Dr. Fahizah Shamsuddin. Over 14 weeks, students engaged directly with live client briefs, operating as a mock advertising agency to develop innovative branding solutions. Their dedication and creativity culminated in a final showcase, where industry experts evaluated their work.
One standout project involved six students, Iris, Mei Jing, Avelyn, Grace, Mung Roo, and Pei Ni, who introduced the “blind box” concept to revamp DASHING and Enchanteur Pocket Perfumes for a younger audience. This fresh and innovative approach resonated strongly with the brands that it was incorporated into their Gifting Campaign from December 2024 to January 2025. Marketing Manager for DASHING and Enchanteur, Devarshi Dalmia praised the students, stating: "Their energy and fresh take on consumer trends have truly inspired us. They didn’t just meet the brief; they redefined it."
To commemorate their achievements, Wipro Unza (M) Sdn. Bhd., hosted a recognition ceremony at their Subang office, attended by Ms. Jessica Loretta, Senior General Manager – HR, Wipro Unza, Mr. Philip Gan Chee Keat, Programme Director, Bachelor of Mass Communication, and Dr. Fahizah Shamsuddin, Programme Director, Advertising and Brand Management. As part of the collaboration, students received mentorship, resources, and industry guidance from partnering brands, along with support from their lecturers. Their outstanding efforts were rewarded with invaluable industry insights and a collective cash prize of RM10,000.
Head of the School of Media and Communication, Ms. Prema Ponnudurai, emphasized the initiative’s significance: "This collaboration bridges the gap between education and industry. By working with leading brands like DASHING and Enchanteur, our students gain real-world experiences that prepare them for success in advertising and brand management." This partnership exemplifies how fresh perspectives drive innovation, setting a benchmark for future collaborations between academia and industry.