It covers both rural and urban areas. Utsaha is the biggest annual marketing fest of Central India conducted by the students of Indian Institute of Management Indore. People who come to the fest enjoy themselves while playing games conducted by the student team. The Marketing workshop conducted under the Utsaha banner marks the commencement of the fest. Every usual year, Utsaha takes place in two
versions of Urban and Rural Utsaha. Urban Utsaha takes place during the eventful Navratri festival at Pankhida in Indore. Rural Utsaha, on the other hand, is conducted at Janapav Kuti on the auspicious occasion of Kartik Purnima as a festive mela. This year, however, as the circumstances change, plans will change too! The fest uses concealed marketing survey techniques to take customer feedback about various products, companies and services. The team work on ‘gamification’ of questionnaires to gauge preferences of customers in natural settings eliminating various biases, thereby providing authentic insights to the partner companies. In addition, client-custom projects are taken by the team to produce syndicate reports which provide an overview of the industry data. The Utsaha team has expertise in understanding consumer behaviour, brand management, rural marketing, qualitative market research, along with various analytical tools used for generating customer insights. We have partnered with 25+ associations and executed over 60 projects so far. Our major clients include companies like Cadbury, Unilever, Vodafone, HSBC, Airtel, Sony, Dabur, Wipro, Tech Mahindra, Yellow Diamond, Pidilite and many more. A key part of the fest is the social engagement with villages and communities in and around Indore. Ummeed successfully conducted workshops in rural government schools impacting 500+ students through imparting various educational sessions, career counselling sessions & providing basic water facilities. Their ultimate goal is to understand the issues people face and help in the upliftment of the society as a whole.
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