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.
E-Illumina 2020 - Illumina was conducted on 22nd November 2020 and was the first event to be conducted for the academic year 2020-21, although in online mode.
The 24th edition of Illumina, E-Illumina, had 4 big highlights; Expressions, followed by a market research workshop conducted by Hansa market research, the largest Indian consumer research firm. Post these two events, a virtual pet show, powered by Pedigree, Whiskas and IAMS, was hosted for all the pet-lovers across the country who dressed up their pets and won amazing prizes. The event ended with giggles and laughter as Aakash Gupta, a renowned stand-up comedy artist performed live for the students of MDI
Live projects - Illumina brings in live projects for students partnering with big brands. Last year, brands like Amul, HCL, Tata power trading gave live projects to students of MDI to help them understand the real world business problems.