I posted this last year. I still stand by it. Another round of silly games. I wonder how can anyone assume that the public is that stupid to not see through the 'disguised' market research; and worse assume that the corporates who approve budgets for things like this are equally stupid. I dont know of any corporate who has made a corporate decision committing hundreds of crores of rupees in future investments to projects based on a market research conducted on a sample size of 50-100 people.
I admit, HLL did launch Bru sachets last year. Did Illumina play a major role? I have serious doubts. I have explained it in last year's post. Read it. I won't repeat the stuff. The bottomline is that it is plain bullshitting. You bullshit sponsers to fund your fun and frolic. They bullshit by claiming to fund Market Research while in fact they are just trying to maintain relationships or satisfy an alumnus within their organisation who is pushing for the event. It's just a matter of whose shit stinks more! But people tend to get into self confirming biases. Since they put the effort it must be meaningful and good. Has the world moved on? We don't know. We designed the games, we drew and painted it all, the corporate (who since he's committed a few lakhs pretty well approve something!) has approved it. It is good! Ain't we the next big thing in MR?!
I am not here to bash my institute nor am I downplaying the effort put in by my batchmates and juniors. But I am against blatant following of traditions. Could the concept be changed? Can we do some real market research by actually going to different places in and around NCR. Can we actually identify socio-economic-classes and conduct research in villages, towns, cities, etc.? Can't we research different regions and their buying behaviour? Can't we build a repository of information which will become the motherlode of market research? Can't we conduct the research beforehand and then invite corporates to a grand finale cum diwali fair? For all this we have to start much earlier and get proposals atleast 3-4 months before the final event. No, such things won't happen. Radical thoughts are difficult to implement. Following traditions is easier. However, I feel the current trend is unsustainable. Both for learning and for the institute's reputation.
I stand to become unpopular with comments like these and people will raise issues like the 'spirit of Illumina' and the like. But won't the entire exercise become more meaningful? Won't you be actually helping the clients who sponser the event? Wouldn't you be learning more? Won't that make you as a marketeer stand out in the crowd. Yes, it will take out the fun of making props and being awake all night. But won't you have fun actually working as a team and researching different kinds of consumers across regions? Is Illumina just about its spirit? Is it just the fun of making props? I think Illumina means much more than that.
PS: I helped out in drawing and painting of the props too. Not because I'm a hypocrite but because my friends had gotten into it and as a friend I thought it my duty to stand by them when they needed me.
Alternative opinion here