Indore: Indian Institute of Management Indore’s rural marketing fest, Utsaha, organised its first urban edition at Basketball Court on Thursday.
The nine-year-old tradition of the premier B-school, Utsaha was a rural marketing fest aimed at producing market research and other research oriented projects like profiling a new product launch, brand analysis and validating marketing strategy. However, this year, the event was decided to have an urban edition as well.
Urban Utsaha was held at the Pankhida Navratri celebrations at the Basketball Court, Indore, which witnessed a footfall of 15,000 visitors per day, helping institute professionals and scholars tap into the rich source of data. Nestlé and Policybazaar choose to be the first research partners of Urban Utsaha, which will certainly benefit the companies, as they will receive key insights and grassroots level data under the project.
Utsaha traditionally consists of two activities: crowd pulling through games and fun activities like photoshoots, and research based games. Performance on the first day was commendable, despite the fact that the organising team had to deal with urban crowd for the first time.
“With a unique and interesting series of events, Utsaha was well received by the crowd, as a large number of participants spending more time playing the games and activities on offer,” said Utsaha-2017 media coordinator Mathan Kumar.
