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IIM Indore’s rural marketing fest, Utsaha, conducted its first ever urban edition this year on September 28-29, 2017.
The nine-year-old tradition, Utsaha is a rural marketing fest, which aims at providing market research and other research oriented projects like profiling a new product launch, brand analysis and validating marketing strategy. However, this year, the team decided to have an urban edition as well.
Urban Utsaha was held at the Pankhida Navratri celebrations, which is based near of Basketball Complex, Indore. The venue witnesses a footfall of 15,000 per day, and Utsaha was able to tap into this rich source of data. Nestlé and Policybazaar choose to be the first research partners of Urban Utsaha, and this bold decision will benefit the companies, as they will receive key insights and grassroot level data.
Utsaha traditionally consists of two activities: crowd pulling through games and fun activities like photoshoots, and the research based games. Gamification is used to make surveys and questionnaires interesting and facilitate more accurate data collection. Despite the fact that team Utsaha was dealing with urban crowds for the first time, the performance was commendable.
With a unique and interesting offering, Utsaha was well received by the crowd, and several participants spent time going through the games and activities offered. Due the urban fest being a success, team spirits are high, and everyone is excited about organising the rural event, later in November.