Marketing Research Festival 'Ulhaas 2009' Held at IIM Calcutta

Marketing Research Festival 'Ulhaas 2009' Held at IIM Calcutta

Camac Street was electrifying with activities, filled with fun, masti and complete family entertainment made possible by the students of Indian Institute of Management, Calcutta (IIM-C). Are you wondering why these would-be-managers were

entertaining people of Kolkata? Are you thinking that you will hear some management concept or some management session was going on? The answer is a firm NO. While a large group of 1200-odd Kolkatans were participating in games and having fun, the way in which they responded and made choices during the course of the game gave the IIMCians enough information to read their consumer behaviour.

Yes, whoever thought that reading consumer's mind is impossible, were proved wrong and Team Census, under its flagship event 'Ulhaas' unravelled the minds of the motley group of Kolkatans. More than 150 students of IIM-C burnt their midnight oil, designed, devised and built strategic games to read the consumer behaviour and characteristics, with fun as an experience, they subtly gathered information about their attitudes, beliefs or opinions to any proposition.

Kolkatans Participating in Marketing Research Festival "Ulhaas '09" Organized by IIM Calcutta

The event strategically held at a place that naturally generates a strong foot-fall had more than 1500 participants ranging from 8 years to 60 years playing games based on themes like Kolkata Knight Riders, Rock Anna, Rab Ne Bana Di Jodi, etc. Even while they were waiting for their turn to play the games, the audience were entertained with quizzes, tambola and antakshari contests happening on stage.

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* Contributed by -
Paul Savio & Rohan Mahajan,
External Relations Secretaries,
IIM Calcutta.

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