The Customer and Media Insights Lab was recently inaugurated by Pancham Endlaw from BARC India, an industry expert from the media and entertainment sector. An initiative by Dr Raman Ramachandran, Dean and Director, K J Somaiya Institute of Management, the lab provides access to leading tools such as BARC YUMI, Altair AI Studio and SPSS, helping students gain practical exposure. A key part of this learning experience is BARC—India’s television viewership data. As part of the Marketing Intelligence and Metrics course at KJSIM, students engage with BARC data to better decipher concepts such as TRP trends, brand placements and media consumption patterns. The Institute prepares its students for the future by including advanced tools and industry insights into the academic curriculum, contributing to business growth in an increasingly digital world.