Management Development Institute (MDI) Gurgaon celebrated its flagship event, Urban Illumina 2024, on November 9, with a Bollywood-themed extravaganza that combined vibrant festivities and cutting-edge consumer insights. Hosted by the renowned Illumina Club, the 28-year-old student-run market research initiative, the event attracted over 2,250 participants, setting a new milestone in engagement and research-driven interaction. The event is renowned for its vibrant mix of marketing competitions, star nights, market research games, and lively gatherings. This year’s theme, “Dil Se Illumina,” with the tagline “Lights! Camera! Illumina!” was a tribute to Bollywood, engaging a diverse audience through an immersive exploration of consumer insights.

Apply to any top 250 B Schools from one window. Shortlist, save. CLICK

The night’s highlight was a captivating performance by Bollywood singer Monali Thakur, whose soulful voice added glamour and excitement, truly embodying the theme of Bollywood celebration.

But beyond the blitzkrieg and the Bollywood sensation lied a carefully planned disguised market research, gathering authentic insights.

For over 28 years, Illumina has pioneered disguised market research, in a festive environment with multiple formats:

Urban Illumina: MDI’s marquee event during Diwali, blending festivity with consumer insight collection on campus.
Indulge: Held in malls, targeting urban shoppers through talent hunts and fashion shows.
Rural Illumina: Conducted in Pataudi village, bringing market research to rural consumers as a social initiative and understanding the market of mass brands.
Expressions: Tailored for children aged 6-16, with activities like painting and essay writing, drawing over 1,000 young participants the objective is to conduct research on certain topics centered around innovation in education at school level.
E-Illumina: Workshops led by industry veterans from top market research agencies like Nielsen, preparing students with skills in data-driven decision-making.
Live Projects: Real-world challenges with brands like Swiggy, Amul, HCL, Airtel India allowing students to experience business dynamics first-hand.

Prof. Avinash Kapoor, Dean-Graduate Programs said, “When student enthusiasm meets corporate partnership, a disguised research mela becomes more than data collection—it transforms into a shared journey of discovery, insights, and lasting impact. Through creativity and a festive atmosphere, Urban Illumina beautifully captures real world consumer insights which help companies shape their strategies”

Professor Vidhu Gaur, Student Affairs Chairperson captured the essence of the event and stated, “Urban Illumina is more than a Market Research Event. It is its ability to make it feel like a festival, where every interaction unfolds naturally, and every participant leaves with more than they came for. It’s about transforming research into celebration, where authentic insights emerge from joyful engagement. The companies that have partnered with us in this initiative with their projects are a clear symbol of the fact that academic excellence is at the heart of our event.”

Corporate Partnerships and Event Highlights:

The event offered corporate brands an authentic, cost-effective way to capture consumer preferences across age groups, ranging from 20 to 55 years, using interactive, bias-free games.

This year, MDI’s Illumina partnered with industry leaders including Philips India Ltd., EaseMyTrip Ltd., Mars Inc., Dabur India Ltd., Bira 91, O’Cean Beverages, Creya Learning & Research, and Happilo International Pvt. Ltd., showcasing their latest offerings.

Urban Illumina 2024 reinforced MDI Gurgaon’s academic excellence and solidified its standing as a leader in experiential, disguised market research and innovative student engagement.

MDI Gurgaon Admission 2025: Management Development Institute Gurgaon (MDI Gurgaon or MDI G), the premier business School located in Delhi NCR will open applications for the batch of 2025 -27 for the PGDM; PGDM-HRM; PGDM-IB and PGDM Business Analytics. It is a 50 years old Business School which is AMBA and AACSB Accredited. Online Application will be available till Friday, 22th Nov 2024 (till 5:00 PM).

MDI Placement 2024: Management Development Institute, Gurgaon (MDI G) released its final Placement Report for the PGDM, PGDM-IB and PGDM-HRM Batch of 2022-24. Overall highest salary offered is Rs. 63.3 Lakh per annum and average salary offered is Rs. 25.5 LPA. A total of 155 companies have recruited students from various fields, which is a testament to the diversity, work experience, academic backgrounds, and increased batch size. Notably, 89 new recruiters were attracted to offer placement opportunities.