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Urban Utsaha 2017 Held by IIM Indore

By : Guest on 02 October 2017 E-mail Print Report Abuse

On 28th September 2017, history was in the making. IIM Indore’s rural marketing fest, Utsaha, organised its first urban edition.


A nine-year-old tradition, Utsaha was a rural marketing fest, with the aim of 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 is being held at the Pankhida Navratri celebrations, which is based out of Basketball Court, Indore. The venue witnesses a footfall of 15,000 per day, and Utsaha has been 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. On day 1, even if one does not discount 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.


Day two is scheduled to happen today, 29th September, and the team is expecting a better response.  

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