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Illumina, the disguised market research festival organised by MDI has been providing companies the unique opportunity to study consumer behaviour through creative disguised market research, designed by the students of MDI, under the guidance of faculty. With a successful track record of 23 years, Illumina is a cost effective medium of research conducted in the heart of Gurgaon attracting a footfall in excess of 8000. In past, we have also hosted sponsors like Pepsi, HUL, IOCL, OYO Rooms, HP, Decathlon, Tetra Pack, Nielsen, Lava, Corporation Bank, Union Bank of India etc. Illumina consists of four different formats which are as follows:

  • Urban Illumina - Market Research under the guise of a Diwali fun 'n food mela is conducted on the campus of MDI, Gurgaon during the Diwali time to study the behaviour of urban consumers.
  • Indulge - Indulge is held at malls to target the affluent mall going crowd under the guise of talent hunt and fashion shows.
  • Rural Illumina - Market research is conducted in a Dussehra Mela in Pataudi village, Haryana to study the rural folks.
  • Expressions - In this format of Illumina it conducts disguised market research exclusively for kids aged 6-16. This event attracts the participation of over 500 children with activities like extempore, painting and essay writing.

Urban Illumina 2019 saw a plethora of food and entertainment stalls with the melodies of Astitva band in the background and an energetic performance by Ritviz that made the campus dance to its beats. The campus was lit with fairy lights and decorated with photographic memories of the batch hanging along the event venue capturing the essence of the theme “Life in Pixels” perfectly.


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