The Hindu Business Line : <I> Marketing fest at IIM-Indore </I>

Organised by MercurI, the marketing club of the institution, in association with Reliance Smart Telecom, the various events conducted at the festival simulated the real-world marketplace.

To get hands-on experience at marketing and to learn the trade, one has to get their hands dirty, therefore this fest, said a press release.

The festival had over 50,000 visitors and was open to the local population as well. There was significant participation by corporate houses.

The huge volume of on-field consumer insight generated through Utsaha down the years has been instrumental in launching several products, the press release said.

Every year, the data generated is analysed extensively by the students for a thorough understanding of the consumer's mind.

The process is also accentuated by the fact that Indore is a microcosm of the entire consumer population in the country, and has played test market to a number of product launches.

As part of its CSR initiative, the fest had stalls put up by People for Ethical Treatment of Animals (PETA) and the Cancer Hospital at Indore to spread awareness about social causes.

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