On Wednesday, 3 September 2025, the AIUB Business Club (ABC) had the privilege of organizing an exclusive workshop on Experiential Marketing using Augmented Reality and Virtual Reality in collaboration with Tree of Life, a leading tech-based event organizer in Bangladesh. The event took place at the Multipurpose Hall, Annex 7, and served as a powerful platform for students to explore how immersive technologies are transforming brand engagement and consumer experiences.

With the support and encouragement of the Office of Student Affairs (OSA) and the guidance of the club’s mentor, Mr. Soumendra Sankar Das, Associate Professor, Department of Marketing, Faculty of Business Administration, the workshop aimed to help participants understand how AR and VR can redefine marketing strategies for Gen Z and Gen Alpha audiences.

The session was skillfully hosted by Mr. Aman Septimo Molla and Ms. Asma Abul Khair, who set a professional yet engaging tone throughout the event. The workshop was conducted by Mr. Medhad Nasser Chowdhury, Brand and Strategic Marketing Specialist, who led two interactive sessions:

• Session 1: Demonstrated real-world applications of AR and VR in experiential marketing and their impact on modern branding.
• Session 2: Involved a hands-on group activity where seven teams of ten participants each designed creative business models and marketing strategies using AR/VR concepts.

The participants showcased remarkable creativity and strategic thinking, and the top three teams were awarded honorary crests in recognition of their outstanding performance. An interactive Q&A session further enriched the workshop, as students directly engaged with Mr. Chowdhury to clarify concepts and explore future opportunities in experiential marketing.

The event was graced by the presence of distinguished faculty members, including Mr. Soumendra Sankar Das, who shared valuable insights on innovation and the role of technology in shaping modern business practices.

In the closing segment, the AIUB Business Club (ABC) presented a Token of Appreciation to Mr. Medhad Nasser Chowdhury for his invaluable contribution, while Tree of Life presented a Special Award to AIUB Business Club (ABC) as a gesture of partnership and success.

This collaborative workshop attracted many enthusiastic participants from various academic disciplines and offered them a unique opportunity to combine theory with practice. By fostering innovation, creativity, and hands-on learning, the AIUB Business Club (ABC) once again reaffirmed its vision of “Leadership Beyond Practice.”