The Telegraph
Monday , February 25 , 2013
Since 1st March, 1999
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A Game to gauge at Ulhaas 2013

THEY ARE Game! Mall hoppers joined Team Census for an afternoon of games, fun, surprises and goodies. With Balance the Ball (above) and Hit the Balloon without Bursting it (below), many opted for more than one round at the games! Pictures: Arnab Mondal

What: Ulhaas 2013, the annual experiential marketing event by Team Census of the Indian Institute of Management, Calcutta, in association with The Telegraph.

When: February 16-17.

Where: Mani Square.

Market The Concept: Ulhaas, organised annually by Team Census, IIMC’s experiential marketing club, deals with the application of consumer-oriented marketing techniques. The two-day event was all about conducting consumer research through fun and innovative games devised by the students, like Dartboard, Guess the Cold Drink and more. And that’s not all... people returned home with lots and lots of goodies!

Conducting market surveys for three companies — ABP Pvt Ltd, PepsiCo and ITC — the students came up with creative ideas. As crowds slowly gathered around the makeshift stalls, games like Hit the Right Wicket (to show one’s preferred mode of communication) or Identify the Brand caught their attention.

The IIM students took note of all the choices made by the consumers, for that helped them to generate answers and formulate their survey reports. “This is disguised marketing. We did not tell the participants why we were playing these games. This way we get to know their choices, uninfluenced by brand preferences,” said Karan Arora, a second year MBA student and member of Team Census.

Final Report: “Doing market research can be a very boring process. If we had to hang around and conduct a normal survey, most of the people wouldn’t have answered properly. Through innovative games, we not only caught their attention, but also got to know their first choices,” explained Karan.

The collected data will be tabulated and a report will be prepared, which will then be sent to the respective companies.