It’s that time of the year again when all roads in Ahmedabad lead to the lush green campus of the Indian Institute of Management in Vastrapur for the Insight fair or as it is popularly known, the Amdavadi IIM mela. This year, Insight, the annual market research festival of IIM Ahmedabad, will be held over a span of two days – October 10 and 11. Insight has an illustrious history stretching back 22 years. So much so, that over the years it has become a tradition and a part of Ahmedabad’s citizens’ psyche to come attend the fair and have a blast.
The first day of the fair will be dedicated to events and workshops which would be attended by students from various colleges across the country. The second day would be the much-anticipated Insight fair, which would get the local Amdavadi crowd to come down to the IIM campus and participate in fun filled activities and games. Every year, this fair turns IIM Ahmedabad’s placid green lawns into a buzzing ground full of activity. In fact, each year, the frenzy becomes so infectious that even the calm and studious atmosphere of IIM Ahmedabad transforms into one of vibrant energy.
Hidden Market Research
This year Insight would involve participation from more than 25 colleges from all over India. The students participating in this two-day event have a plethora of activities to test and hone their marketing skills. Inter-college competitions on the first day like ‘Innovations in Marketing’, Ad making contests, brand quiz, case contests etc. would see students competing with each other based on the three pillars of marketing – branding, distribution and sales. The ‘Innovations in Marketing’ event will test participants’ ability to come up with unique and creative ideas in marketing and advertisement. The participants are supposed to use new creative and emerging channels for promotion of a particular product and come up with a complete strategy to launch a brand new product. On the cards is also a case study contest, where the participants are expected to give concrete recommendations on decision problems in a marketing case. For all the marketing enthusiasts, there will also be a guest lecture on branding. In addition to this, the marketing research that students conduct in co-ordination with the project sponsors will help them apply their learning from marketing in a practical scenario thus taking their understanding to new levels. Also, they would gain a lot in terms of corporate understanding through their interactions with the companies.The way the market research functions is that the IIMA students initially pitch to companies regarding various project proposals for market research. The companies select the projects which would help them analyze the consumer markets in the best possible manner. The selected team would then put up a stall on the day of the fair for people to participate. Based on the responses, the team will collate the information and submit a research result report to the company. It’s a win-win situation for both – the students get a live experience of working on marketing research projects and the companies get valuable insight into consumer behaviour. It also provides the companies with branding and visibility across a vast stratum which includes IIMA and other B-School students as well as the local Amdavadi crowd.
Socially Meaningful Projects
But it’s not just companies and profits that these budding managers from IIMA are targeting. This time the team from Insight will also be taking up some socially relevant projects like microfinance for the housing sector. The highly ambitious rapid transport system, the Ahmedabad BRTS plan would also come under study, where the students would be gauging reactions of locals to the services provided by BRTS and integration of BRTS with AMTS.
Fun @ Insight
Insight’s carnival like atmosphere with its plethora of games, prizes, informal events like magic shows etc. has always been a huge crowd puller for the people of Ahmedabad. This year too, multiple events are planned to enhance the entertainment value of the fair. Apart from the games and prizes at every stall, special events planned this year are a Street play, Treasure hunt, Antakshari competition, Rock Climbing and several informal games.
Adds Gourav Bhattacharya, event secretary of Insight 2009, “With the new 2 day format this year, Insight is going to be much bigger than ever before. We are expecting footfalls of 6000-8000 over the 2 day period. We have confirmed participation from major B-schools across India. It’s an event worth attending since it has something to offer for everyone, right from kids and their parents to students and companies. The energy within the campus is already palpable and the students are waiting with enthusiasm for the carnival atmosphere to begin.”
Meanwhile, for the students involved in the market research work, it’s time to burn the midnight oil once again.
Gurveen (fibbbi) and Glen (maali)
(Inputs: Team Insight)