MDI’s Mela-cum-Market Research Event
‘Illumina 2010’ Concludes Successfully
thMore than 10,000 enjoy the fun and festivities at the 14 edition
th1November 2010: Illumina ’10 – The 14 edition of the Disguised Market Research
Festival of the Management Development Institute (MDI), Gurgaon – was held
successfully on 31 October, with more than 10,000 people from Gurgaon and Delhi NCR (National Capital Region) attending the daylong Diwali Mela. MDI students and corporates (Airtel, Pepsi, ITC, Spencer’s Retail, Kellogg’s, HUL, Aviva, Bank of Baroda,
Gillette, Dabur, Red FM, and others) participated in large numbers to tap into the spontaneous feedback of the captive audience, who were unaware their responses at the Diwali Mela were being noted and mined for critical, unbiased views.
Said Ms Gita Bajaj, Associate Professor, MDI: “The audience participation and response
was tremendous. Over the next few days, MDI students, sponsors and associates will mine this data to draw unbiased insights about their products and services that would not be possible through regular undisguised market surveys. Besides being a tremendous learning experience for MDI students, the event provides invaluable insights for our associates, since they receive a first-hand account about the target audience’s perceptions regarding their products or services, which helps in improving offerings.”
There were 30 stalls at the venue, which included five Market Research (MR) stalls that were innovatively themed. Red FM’s MR stall had names such as ‘Gabbar Ka Chulbul
Munna’, with characters from hit movies like Sholay, Dabangg and Munnabhai MBBS.
Spencer’s Retail’s MR was themed ‘Kyunki Saas bhi Kabhi Shopper Thi’. The Bollywood
and television connection drew shoppers in droves to these stalls.
Speaking on the occasion, Ms Neelu Bhullar, Associate Professor, MDI, said: “The
annual Diwali Mela initiative involves market research designed with inputs from IMRB (Indian Market Research Bureau) International. Moreover, this year the event had a green theme, which will help raise carbon consciousness and environment-friendliness among all citizens who visited the mela.”
Delhi University colleges – Shri Ram College of Commerce, Lady Shri Ram College, and IP University, among others – performed street plays based on issues such as a secular India and women’s empowerment. With more than 50 schools having been invited to
participate in a session called ‘Expressions’, there were dozens of school children at the
venue. The school children excitedly participated in activities like the ‘1-minute talent
show’, ‘Math Buddy’ (highlighting the fun element in mathematics) and a painting contest based on the theme, ‘Gurgaon of my dreams’.
Behind the fun and games, though, the serious intent was apparent, with MDI students imparting a “Go Green” theme to Illumina 2010. As part of this initiative, a software
developed by the NGO NCREF was used to track the carbon footprint of the entire event. To make the event Carbon Neutral, an appropriate number of trees will be planted later to offset the carbon trail.
Said Raghu Poorie, Secretary, Illumina: “The innovative games and perceptive queries
framed by MDI students helps corporates better understand consumer psyche, thereby improving the chances of easier market access and higher penetration. Given the event’s urban and rural connect, corporates could leverage these insights to test perceptions in other similar markets.”
About MDI Gurgaon
One of India’s top B-Schools, MDI is known for academic excellence, high quality research, high-end executive education and internationalization. It has the distinction of being the first internationally accredited Indian B-School by Association of MBA (AMBA) and by South Asian Quality Standards (SAQS). For more information visit www.mdi.ac.in
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