Illumina, the disguised market research festival organised by MDI has been providing companies the unique opportunity to study consumer behaviour through creative disguised market research, designed by the students of MDI, under the guidance of faculty. With a successful track record of 21 years, Illumina is a cost effective medium of research conducted in the heart of Gurgaon attracting a footfall in excess of 8000. Illumina consists of four different formats. Urban Illumina is celebrated as a "Diwali Mela" in the MDI grounds with glimmering lights and huge fanfare. With an aim to gauge the mind-set of the rural consumer, Rural Illumina is conducted at the Dussehra Mela in the village of Pataudi. The other two formats, Expressions and Indulge target children and mall going audience respectively.