Brandscan

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BrandScan is India's largest and most unique B-School market research fair, organized by the students of T.A. Pai Management Institute (TAPMI), Manipal annually. This year (2011) saw the 19^th edition of BrandScan. The buzz for BrandScan started in the end of October with the launch of the new T-Shirt. The T-shirt was released by our Director Prof. Vasudev Rao along with Dr. Simon George (Father of BrandScan) and Prof. K J Jaims (Faculty Coordinator BrandScan’11). The T-Shirt was launched as a part of Abhudaya, The Health Care Conclave, on 28^th of October 2011.  This year BrandScan touched new heights by being the first research fair to venture into both the formats of data collection. The two formats were Mall Format and Fair Format.

The mall format of BrandScan was held in association with City Centre Mall, Mangalore on 12^th & 13^th Of November 2011. It was for the first time in the history of BrandScan, that the event was held outside Manipal. The most unique feature about BrandScan in Mangalore was the new innovative ways used to market the event and attracting the right target audience in sufficient numbers. BrandScan collaborated with Radio Mirchi, V4 Channel, The Hindu, and Udayvani to get coverage in various media. Radio Mirchi had done constant advertising for BrandScan from 8^th -14^th November along with a 1 hour program THAMASFACTORY on 11^th November. We also had advertisement and paper insertions in The Hindu, Udayvani, TOI in Mangalore. The biggest attraction for the crowd in Mangalore was the free prizes to be won.

There were three types of prizes which could be won by people who played the various games in the stalls. The first one was the discount coupons which were distributed generously to each and every one who participated. The second was the free product samples and gift vouchers from shops like Pizza Hut, Vodafone, etc. The third were the hourly lucky draws which were distributed after the luck dip from the pool of respondents. In total there were around 10,000 discount coupons, 3000 sample gifts and 25 lucky draw gifts distributed to the people visiting the stalls. The gifts were distributed generously and the audience also cheered for TAPMI by shouting constantly, “BrandScan Rocks”, “TAPMI Rocks” and “Manipal Rocks”.

The two days in Mangalore saw tremendous response from the crowd. The main attraction of BrandScan is its unique disguised games which were appreciated by one and all participating in the event. There were eight projects which were conducted in Mangalore. These were from GCMMF, ITC Ltd., Fastrack, Vodafone, Mahindra 2 Wheelers, Piramal Health care, Perfetti Van Melle and Corporation Bank. These projects were led by Mr. Neel Jadhav, Ms. Srilakshmi Chodavarapu, Mr. Abhiram Swayambhatla, Ms. Bhargavi Kulkarni, Mr. Shaurya Sharma, Ms. Nishaat Farheen, Ms. Sheila Roy Choudhry, and Mr. Abdesh Kumar respectively.

These Project Leads were selected from a total pool of 26 applicants after successful completion of pilot research project assigned to them. They fared as the top 8 candidates and in total 15 candidates were selected to handle the various projects in BrandScan 2011. In the two day event at Mangalore all the projects received an average response of around 500 people. This itself was a tremendous figure and has helped in generating real market insights for the respective companies.

The successful completion of Mangalore event was just a small part of things to come in BrandScan 2011. BrandScan in Manipal (Fair Format) was held on 19^th and 20^th of November. On 18^th of November we had a guest lecture from our Alumnus Mr. Somprabh Singh, who talked about the history of Brand TITAN to the students of TAPMI. This was followed by a discussion with the faculty members of TAPMI. The interactive sessions were a pre cursor and were informative session for the marketing enthusiast at TAPMI. On 19^th of November BrandScan was jointly inaugurated by Mr. Devendra Shinde (VP Marketing, Mahindra 2 Wheelers) and Mr Anup (Regional Head, Vodafone). In his speech as the chief guest Mr. Shinde told the students about the way Mahindra 2 wheelers has built itself and its plan for the future.  

BrandScan in Manipal has a history of 18 years. The legacy was continued in the 19^th year with fifteen projects and its cultural events. The eight projects which were carried out in Mangalore were also done in Manipal. The other seven projects were from John Players, Adani Wilmar, Nikon, Reebok, Spykar, The Nielsen and Campco Chocolates. These were headed by Mr. Shriram Moorthy, Mr. Suyash Saboo, Mr. Kailash Goel, Ms. Preetha D, Mr. Anant Srivastava, Mr. Kaza Sreeramprasad and Avinash K respectively. There were various events for the people in Manipal and Udupi which included Mr. Biker, Zest (Dance Competition), Panache (Fashion Show), Mosh (Rock Concert), Kids Got Talent, Kalakriti (Painting Competition for Kids),etc. The additional attraction for the crowd this year was The Hero Impulse Bike; this bike was displayed for the first time in Manipal, even before the ads started and The 30 feet Vodafone Super Zoo Zoo. People came, enjoyed and also clicked a lot of photographs with the same.

BrandScan in Manipal saw a footfall of around 4800 people and an average response of 200 people per project. Overall, BrandScan touched new heights this year under the leadership of Mr. Ankit Maheshwari (Convenor, BrandScan) and Mr. Amit Kumar Sindhupe (Co-Convenor, BrandScan). They were constantly supported and guided by Prof. K J Jaims. This is just the beginning of a new era in the history of BrandScan and as they have called it all through, this has been “The year of CHANGE.”

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