MI Impact

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Rural and Urabn Immerson reports prepared by students

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1. FPM Video Marketing / 2.Hopper
(MICA, 2018) Jain, Ashi; Subramanian, Rama; Ramu, Riy
Hopper is a micro-mobility service to be introduced in the city of Mumbai aiming to provide the last mile commute solution to its consumers. It provides dockless service to the consumers employing e-bikes primarily aiming at metro stations within a radius of 5 kms who are charged on a per-hour basis. This is achieved through an app where the availability of bikes are shown as well as helps users to start the bike by providing a unique code. The Fellow Programme at MICA is the first Programme of its kind in the country. It is an AICTE approved doctoral level interdisciplinary programme. Through this programme, MICA aims to encourage both fundamental and applied research in the communication and marketing domain. It aims to Integrate understanding of different theoretical perspectives in the disciplines of communication and marketing and develop a holistic understanding of this area by making significant intellectual contributions to the body of knowledge in the field of communication and marketing. The selection criteria to the Programme is based on the performance in the FPM Admission Test, consistent academic performance from 10+2 onwards and professional work/research experience in media and communication.
Agent penguin
(MICA, 2018) Shukla, Divyansh; Gavande, Jayesh; Agrawal , Raghav; Roy, Sreyoshi; Akhil
MICA Merchandising- MICA Merchandising is a whole line of products that we wish to launch along with T-shirts which is our primary offering. These are products which will be customized specifically for MICAns and we as a home-grown brand will do it for the MICAns. Given the budgetary constraints, MVP allows us to develop AGENT PENGUIN in an iterative way i.e any significant trends could be well adopted to develop product functionality and deliver upon consumer needs over time.
Ahmedabad City Police
(MICA, 2019) Garg, Aditi; Gambhir, Bharat; Veer, Karam; Prasad, Kshitij
The project involves a lot of stakeholders hence the primary objective was to identify stakeholders and target such stakeholders who have high impact and high involvement. In stages other stakeholders were covered in stages to not only provide corrective but also preventive solution. The nature of the project prevented the group from targeting all stakeholders at once rather a more trickling approach was used to come to a solution. Based on the guidelines given by the client the project did not include instances of domestic violence in the intervention points identified. An Overview The intervention suggestions though are based on qualitative and quantitative study of a single geographic location, jurisdiction area of satellite police station, yet can be generalized to the entire city of Ahmedabad. The team has relied heavily on evolving technology to come with solutions. The project is limited to safety of women in Ahmedabad at public places and does not include domestic violence against women as per the brief given by the client. The are under the project is Satellite police station and specifically the SHE team. The team did identify mind set change as an important aspect to improve safety, but since it is a continuous process the team could not achieve desired result.
Ahmedabad Police : Study On Perception Of Women Safety In Ahmedabad
(MICA, 2018) Sharma, Keha; Andharia, Manthan; Chidambaram, Dhananjay; Shah, Harsh
Ahmedabad has since long carried an image of being a safe city for women. It comes in the top 3 safest cities in India based on the crime and safety index. Though the perception of Ahmedabad being safe remains, A research paper co-authored by Mr. Darshini Mahadevia showed that 52% of the women using the riverfront and 57% of the women using Lal Darwaja bus terminus having experienced sexual harassment mainly verbal, visual and stalking. Keeping the mission and vision of the Ahmedabad City Police in mind, which is “Service, Security, and Belief”, a team dedicated specifically towards the safety of women was formed, named “SHE Teams”. This was done with the aim of instilling confidence among women and to enhance safety. Ahmedabad police have also launched a 181-women safety mobile application called “Abhayam” on February 01, 2014, and over four lakh women have availed the service since, while over 82,000 women were rescued from a dangerous situation.” It is critical to understand the current awareness and experience of Ahmedabad citizens regarding these initiatives by Ahmedabad police and also to take stock of their notion of safety”
Allevents.in
(MICA, 2018) Mulla, Aftabahmed; Srivastava, Utkarsh; Jain, Yashika
The major problem that Allevents.in faces is that they don’t enjoy brand awareness among Indian consumers as they can among the foreign consumers. The problem statement that we are dealing with is about how to increase the brand awareness of All Events among consumers of Mumbai. The information that we had gathered till now points us in the direction that Allevents.in has strong competition with the likes of Events high, Bookmyshow when it comes consumer purchasing tickets for an event. Allevents.in also don’t possess significant amount of event organizers that sell their tickets through Allevents website. Allevents website faces also the challenge of high bounce rate as well the low average time spent on their website by the consumer.
Alliance Française d’Ahmedabad
(MICA, 2018) Pattanayak, Milind; Tripathi, Nachiketa; Naik, Nishtha
Alliance Française d’Ahmedabad (AFA) is an Indian association that aims at developing bonds between France and India by promoting French Language, Culture, Science & Technology exchanges. It had been established in 1981 by a group of local eminent personalities; among them Ms. Mrinalini Sarabhai, Mr. B. V. Doshi and Mrs. Devi Mangaldas just to mention a few of them. Since then, AFA has gained recognition from the French Embassy in India, which supports its activities, from the Alliance Française network in India and from the Foundation Alliance Française in Paris.
AMC Volunteer force : Ahmedabad Municipal Corporation
(MICA, 2023-02) Talati, Heratkumar; Agarwal, Aviral; Karanjawala, Rohan
“How to Develop the Ahmedabad city's ward-level volunteer program?” Above problem can be further divided.
Baker’s Point Bakery and Cafe
(MICA, 2018) Ghotikar, Shivani; Chugh, Shivanshi; Varma, Tushar
This project was for the client Hearty Mart, a Gujarat-based conglomerate operating in the fields of supermarket retail, HoReCa, spices, packaging solutions, logistics, beverages, and agriculture. This 16-year old company, having stood the test of time, offered numerous learning opportunities. However, with its recent foray into the HoReCa sector with its bakery and café under the name Baker’s Point stood out as an opportunity to create a lasting impact. As a one-of-its-kind offering for the rural and urban populace, it had tremendous scope to be scaled up, and provide an ideal platform for application of classroom learnings.
Blind people association’s ‘Vision in the dark’
(MICA, 2018) Bharatwal, Vakul; Garg, Nikita; Mishra, Utkarsh
BPA has been working extensively in Ahmedabad since 1984.Consistent with the philosophy, it works for providing education, employment opportunities, equal rights and quality of life for them. BPA, understands that gainful employment plays an essential part in the life of a person because it gives him status and binds him to society. Acceptance of disabled persons at work can be viewed as society's acceptance of these Persons without discrimination. The work done by the association is at par with other blind schools and NGOs, what we think as a team which needs to be replenished is the website and to increase BPAs influence circle to national level so that everyone (nationwide) should be familiar with the mission and values of BPA. Blind People's Association achieves and aims at achieving its mission through an array of initiatives that it has undertaken. The steps being taken to bridge the gap between its mission and vision are as follows:
Branding and RP for KJSS (Kutchi Jain Sewa Samaj)
(MICA, 2023-02) Singhal, Priyanshi; Gupta, Bhavya; Mehra, Anusha; Jain, Aman
The report explores the problem of KJSS current awareness and brand perception, which our team plans to solve throughout this project. The main issues that came up during the immersions were people building a religious association with the organization due to its name, the logistical and staff issues, and other wrong perceptions due to highly affordable rates of the services.
Branding for Shreyas Foundation
(MICA, 2018) Deogharia, Swaraj; Gaur, Smriti; Dulera, Neha; Mishra, Sameeksha
Shreyas foundation has had some exemplary leaders from respective fields as their alumni. The foundation of Shreyas is based on to create an ecosystem for learning that enables its students to explore their heritage, discover their true potential, understand their responsibility as global citizens, ignite in them creativity and curiosity to question boundaries, and instills in them the desire, capability and self-confidence to pursue excellence. Need/Importance for the project - Shreyas as a brand is perceived as a school of holistic education. As per the project assigned to the group, there is a requirement of umbrella branding for Shreyas foundation. The “Shreyas” brand should communicate the strong philosophy of Experiential Learning that the institute stands for. The group’s aim is to establish Shreyas as a global village for students with respect to experiential learning. To build a successful and authentic brand, we will have to start with their values.
Business case for foraying into the nutraceuticals/health supplements segment Tupperware
(MICA, 2023-02) Chakravorty, Antara; Bhagat, Saksham; Agarwal, Harshika; Guha, Avirup
Plastic products are durables, whereas nutritional supplements are consumables. Through them, Plastic products are durables, whereas nutritional supplements are consumables. Through them, Tupperware would be able to enter a category that facilitates repeat purchases. Further, the sales in the category are to be made solely through direct selling channels by utilizing their large and robust network of salespersons. would be able to enter a category that facilitates repeat purchases. Further, the sales in the category are to be made solely through direct selling channels by utilizing their large and robust network of salespersons.
Ceating awareness and educating people about menstruation through ‘menstrupedia
(MICA, 2018) Chitra, Sruthi; Chhatwal, Tanya; Goel, Vanshaj
The project’s core requirement is to improve the effectiveness of Menstrupedia. We further broke this rather large issue into smaller and sizable chunks to work on. In order to further understand it better, the team had conducted exploratory interview with the client and conducted secondary research in order to have a better understanding about the project. For the live project of Urban Impact Project 2019, we were given Menstrupedia as our client. Menstrupedia is a comic book which aims to provide education about periods to girls in the age group of 9-14 years. Menstrupedia is a friendly guide to periods which helps girls and women to stay healthy and active during their periods. Menstrupedia’s mission is to deliver informative and entertaining content through different media. Menstrupedia is a small but definitive step to shatter the myths and misunderstandings surrounding menstruation for ages. The book is Used by more than 7500 schools, 270 NGOs and 1.2 Million girls across India. Used in 18 different countries.
Climate-resilient sustainable tribal livelihood: IBRAD
(MICA, 2023-02) Sharma, Adit; Iyer, Diksha; Reddy, Nisha Challa; Sengupta, Shounak; Bhanja, Niyati; Roy, S B; Mukhopadhyay, Raktima
The project was focused on generating awareness and collaborating with tribal groups. Considering all of our backgrounds were from an urban perspective with no prior knowledge of research and fieldwork from the rural perspective, it was essential for us to have training sessions to understand the communities better, learn ways to form a seamless two way communication with them, learn scientific methods like the eco chain for creating awareness and the PRA (Participatory Rural Appraisal) for participatory planning and implementation by involving the community. Through digital ethnography, during our training sessions, we also had the opportunity to connect with the Lodha tribal community members of Nedam village under the same district and observe their livelihood and the village.
Conceptualization of a Financial aid & Financial literacy portal to connect those in need of help with those who want to help
(MICA, 2021) Kasera, Aishwarya; Caleb, David; Gaidhane, Lola; Arora, Rhea; Jha, Sakshi; Mittal, Yashashwani
To find solutions to some of the toughest marketing challenges today Bright Angles Consulting has designed market research led innovative tools and techniques. These tools help their clients find meaningful insights and actionable solutions to grow their business. The founder, Nisha Sampath, is an alumnus of MICA, who with her specialization in Market Research has an immense interest to pursue consumer insight in the digital space, and in the context of changing technologies. This led her and Vineeta to use their platform to drive change in society via a non-profit app that helps get finance in the right and deserving hands. Bright Angels Consulting aims to create a platform that provides migrant workers and domestic help technical knowledge and aid required to enable them financially. Currently, it is at the ideation stage and needs to be developed before a formal launch. The project requires market research and customer insights to develop the final platform.
Creating a Comprehensive Audit Report for The Digital Assets
(MICA, 2024) Nair, Abhinand; Tripathi, Divya; Dwivedi, Tanya; Vankayalapati, Tejasvi
A well-designed website is a crucial online platform for healthcare businesses to showcase their services, expertise, and credibility. It allows them to reach a broader audience, facilitate appointment bookings, and provide essential information to clients. Moreover, a professional website builds trust and confidence in potential customers, giving the lab a competitive edge in the market. This particular MI-IMPACT project aims to identify the strengths and weaknesses of Sterling Accuris Wellness's digital assets and suggest potential improvement areas for enhancing the website's overall effectiveness and online presence.
Creating a marketing plan for SVP Hospital
(MICA, 2023-02) Mehta, Janhavi; Shah, Harshi; Shah, Mihir; Rathore, Rukhman Singh; Malodia, Suresh; Patel, Parimal
In order to create a marketing plan for SVP Hospital, we conducted on ground research in a very extensive manner and talked to a lot of stakeholders to have a comprehensive understanding of the project. We have successfully completed two immersions during the course of this project, conducted extensive secondary research and brainstormed campaigns and marketing strategy to best achieve the results for our client.
Creating A Thorough And Relevant Marketing Plan: Happy Cultures
(MICA, 2023-02) Kakasaniya, Harsh; Dhamecha, Nihir; Holani, Saumya; Rawal, Shivansh; Mathur, Mini; Agarwal, Piyush
According to our PSP, which is generating awareness for the brand and its products through various e-commerce platforms and campaigning through digital marketing on various digital and social media platforms. We have started the campaign of #rekindling the cultures. The campaign is live on Instagram. Also, we have made 20+ products live on various e-commerce websites, which are the new upcoming winter collection of Happy Cultures consisting of mufflers and shawls. We have also planned to create and launch new products. We are currently working on marketing, content writing, product development and establishing the brand.
Develop a Brand Collaboration Strategy for an Organic Honey Brand
(MICA, 2023-02) Rawat, Aryaman; Dave, Bansari; Pinge, Shubhranshu; Singh, Swastika; Simha, R M; Shah, Rishabh
Over the course of our research, communication with our client mentor and the faculty mentor, and our first jury feedback, Team Outliers decided to recalibrate their strategy and approach to reaching solutions for this Problem Statement. Earlier, we had reached out to a single segment of brand categories, i.e., Restaurants or Cafes, and their customers. We conducted primary research to investigate their perceptions, preferences, and buying behavior concerning honey. We got an understanding of honey's perception.
Develop branding for the new French fries division with Wholesome Foods
(MICA, 2024) Ashtaputre, Kruti; Bhattacharjee, Maitreyi; Nandi, Suraj; Paliwal, Ramya; Mathur, Mini; Hirpara, Jeet
Since Wholesome Foods is starting a new line of French fries, it needs to develop a new identity for that division. The line of French fries needs a new and fresh identity. Marketing for frozen foods is done very differently as compared to the one done for regular food items. Wholesome Foods wants to maintain the quality and uphold the reputation of its products and at the same time develop a new identity for the French fries division,keeping in mind the different target groups, and positioning in mind.

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