In order to showcase the understanding of students in domain of Brand Management, Amity Business School organized “Strech it up – Brand Extension” for all of its PG and UG students. The event comprised of two elimination rounds namely, Quiz Round where teams were asked 10 common questions which they had to answer in an answer sheet and a Visual Round where teams had to identify the product with help of an incomplete advertisement clipping. In total, 7 teams, from MBA – General, MBA – M&S and BBA participated in the first round where 3 teams were eliminated. In second round, one more team was eliminated. The final round consisted of brand extension activity where they were required to extend product portfolio of an existing company and give a presentation for rationale of their decision. Team of Madan, Gaurav and Ujjwal from MBA – G (2nd Semester) was announced as winners. Maj. Gen. (Retd.) B. N. Kaul, Offg. Director, ABS, congratulated the winners and praised all the participants. He specially praised the efforts of event organizers and congratulated them for conducting the event in and effective and planned manner. The event was organized under guidance of Dr. Shahsi Singhal, faculty ABS.