2010

Jugaad – The
Street Smart way
of Engineering

8th – 9th October, 2010

Tech Arête is the annual Technical Festival of MGM’s CET which is conducted on a
national scale inviting participation and viewership from many premier
Engineering Institutes all over India.

Mahatma Gandhi Mission’s

College of Engineering & Technology
www.mgmmumbai.ac.in
 October 8, 2010 [TECHARETE SPONSORSHIP AND MARKETING PROPOSAL]

Mahatma Gandhi Mission’s

College of Engineering and Technology
Navi Mumbai, Maharashtra

The Mahatma Gandhi Mission was established in December 1982 and has 38 institutes under
its fold providing education in a wide variety of disciplines like Law, Fine Arts, Music, Bio-
informatics Medicine, Management, Journalism, and Engineering & Technology. These
institutes are located all over India, including Mumbai, Noida, Aurangabad and Nanded. The
mission also manages hospitals in Navi Mumbai and other areas.

Mahatma Gandhi Mission’s College of Engineering

and Technology, Kamothe which celebrates its Silver
Jubilee this year, is located on the junction of Mumbai-
Pune Expressway and Sion-Panvel Highway, and shares a
campus of over 8 hectares with other institutes including
the College of Physiotherapy, the Dental College and
Hospital, the Institute of Management studies and
Research, the College of Nursing Education and others.

The college is ISO 9001:2000 certified and holds degree courses on 7 core branches of
Engineering at under-graduate, post-graduate & PHD level. It is affiliated to the University of
Mumbai and approved by the All India Council for Technical Education (AICTE).

Tech Arête is a two day annual technical festival of the college and serves a platform for the
young engineers to foster their skills with the aim of enhancing their interest levels in the
practical aspect of creating & developing new technology & services. There are a total of twenty
events planned, which include competitions, workshops, talks, lectures and exhibitions.

Tech Arête 2010 – 2011 has Jugaad – The street smart way of Engineering set as its theme for
the event this year. Harvard Business Review defines Jugaad as “overcoming harsh constraints
by improvising an effective solution using limited resources”. To simplify, it is the art of
Creative Improvisation when lacking resources. An example would be decorating your dirty
walls with large photos instead of getting the entire house repainted at huge costs.

Jugaad is also the name for a vehicle that runs in towns of Punjab. It is called so because it
replaces the standard motor vehicle engine with the water pump used in farms.

MGM’s College of Engineering and Technology 2

 October 8, 2010 [TECHARETE SPONSORSHIP AND MARKETING PROPOSAL]

Statistics from Tech Arête 2009 – 2010 held on the 26th and 27th of February:
• The event was organized at a University-level, and a footfall of roughly 1500 participants
was experienced.
• 20 engineering colleges from Mumbai University participated in the event making it one
of the biggest in the circle.
• Posters and brochures sent to every engineering college in Mumbai, providing huge
impressions opportunity to sponsors and good ROI.
• Festival website attracted 500 unique visitors during the festival week, again providing
impressions for sponsor logo/name.
• Web analysis shows more than 200 mentions of Tech Arête in blogs and Social
networking sites.
• Festival banner put up outside campus gate had possible impressions from an average
4000 visitors each day entering the campus during the festival.

Media Partners for Tech Arête 2009 – 2010:

• Air media: Radio Mirchi 98.3 FM.
• Print media: The Times of Navi Mumbai, Hindustan Times, Loksatta and Prahar CCD.
• Television media: Drishti, a local news channel.

Prospects for Tech Arête 2010 – 2011:

• Target Audience:
o Students from Local and National Engineering colleges.
o Students from Local Colleges for Non-Technical events.
o Parents of Local Students
• Expected Footfalls:
o Approximately 3000 Students
o Approximately 300 Parents
• Marketing Range:
o Posters promoting the event shall be sent to Local and National Engineering
colleges, which will bear sponsor’s branding.

MGM’s College of Engineering and Technology 3