The next and the flagship event of the club, Urban Illumina was held on 20th October with Corporation Bank as the title sponsor. Other notable sponsors included HUL, Spykar, Monster, Zoomcar, Smaash, Indian Bank, Bank of Baroda, PNB, Fresca, Zebronics and many more. The main event or the Diwali Mela saw a plethora of food and entertainment stalls with the melodies of Astitva band in the background and an energetic performance by Ritviz that made the campus dance to its beats. The campus was lit with fairy lights and decorated with photographic memories of the batch hanging along the event venue capturing the essence of this year’s theme “Life in Pixels” perfectly. The Mela was attended by students, faculty and administration of MDI along with a large number of guests from across Gurgaon and Delhi. In between the hustle and bustle of the festival, team Illumina conducted disguised market research for various corporate partners imitating to be entertainment stalls.
The research was designed in the form of various fun games through which the team captured unbiased consumer insights. The presence of varied category of respondents ranging from children to elderly, businessmen to professors and students made all the researches even richer. Some of the notable projects revolved around food preferences and perceptions of consumers in appetizers and desserts. Games like play of darts, Insta star, battleship and paper toss were tweaked and designed in order to understand the consumers in the most unbiased and fun way. Another project aimed to gain insights for improving the company app by mapping consumer preferences with present product offering. Apart from being a part of these activities the attendees also enjoyed live entertainment like the giant wheel, hoola-hoop performers, and stilt man that have become a part of the Urban Illumina legacy. Overall the event was a great success as it had something for everyone to enjoy and engage in.
2019 was one of the best years for Illumina with numerous success stories and engagements, with some of the best corporate brands. The senior and junior team together put their heart and soul into making all these events a great experience for the attendees alongside also providing a great learning experience for everyone involved in the research projects. A list of satisfied, happy sponsors and project partners at the end of the year was just another feather in the hat for the team.
Write-up credits: Shivani Aggarwal (PGPM 2019-2021), Senior Member, Illumina, MDI
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