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

2010

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Introduction: Tech Arête is to be held on 8th & 9th October, 2010 and is formulated under this year’s distinctive theme of JUGAAD – the Street Smart way of Engineering, which we believe will diversify young minds to go out of the books and innovate, overcoming resource constraints. Improvising on the current technology to overcome adverse conditions is undoubtedly the need of the hour.

It gives us immense pleasure to lay before you the aspects & potentials of the festival so that you can partner or support the cause by being associated with Tech Arête.

The Institution:

The institution with 25 years of dignified past, to match up to the creative and all-round development of its students organizes Arête. It is the trademarked annual festival of MGMCET’s Navi Mumbai campus which heads three festivals:

• Action Arête promising excellence in sports. • Fun Arête for cultural extravaganza. • Tech Arête to satiate the technological and creative urge of students.

The geographic location of the college, located at the junction of NH-4 (Mumbai-Pune Expressway) and the Sion - Panvel Highway with a campus of over 8 hectares provides for ample space and opportunities to the organizers and the partners. Over 8000 people visit the multi utility campus everyday (has a General Hospital with one medical college & 4 other major educational institutes) which provides a large scale opportunity for advertisements and public reach.

Our Vision:

Technology creates progressive society and with 45,000 technocrats alone in the Education Corridor (Thane to Pune), we desire to create a platform for them to come together and showcase their talents.

Confident by • Over 1500 students participated in the previous University-level Tech Arête

(Academic Year 2009-10) • Increasing demand for a bigger platform • Silver Jubilee of our Institute

We believe Tech Arête is well positioned to consider an expansion plan and build itself national to elicit responses from not only students but also from the technical and non technical teaching faculty members.

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The Event:

Spread over 2 days or 48 hours of unending technical exposure, Tech Arête 2010 will host plethora of events, exhibitions, lectures and shows for the palate of every technically inclined person. For the technically naïve we have a fun rail waiting to churn the coal and burp out surprises.

Core technical events on the national level would include Jugaad oriented variants of Robotics, National level paper/project presentations, Quizzes, Creative Designing (Poster/Web), Chemical synthesis, Biotechnology principles and Green engineering. It also includes various adjoining events in the non-technical category like Games - On-line and On-campus along with a series of workshops, lectures and exhibitions.

Tech Arête thus promises to be a platform for over 3000 students

participating in about 35 events (at national & local level) and an even higher number of viewers.

The support of ZAPAK is considered key to this vision and we believe it is partnership that you value.

Ours is an event that promotes development and innovation of issues at the grass root level and partnering with us would help foster the corporate social responsibilities of your company.

Key components of our proposal to ZAPAK:

• The name of the festival would change from Tech Arête 2010 to ZAPAK presents Tech Arête 2010.

• Mention of ZAPAK name/logo on all fest banners, posters, letterheads, signage, certificates, T-shirts and event venues henceforth.

• Sponsor name/logo on all media advertisements and pre-event promotion. • Advertisement air balloon (8ft) bearing ZAPAK name/logo to be put up on college

building for 7 days of the festival week. • Rights to use the event for product sampling. • One event designed for ZAPAK to be headed and collaborated by the company officials.

(Would help generate smart solutions for current issues faced by the company.) • Product exhibition space at a strategic location around the venue. • ZAPAK name/logo on festival website/blogs/social networking profiles/software for the

current year and as previous sponsor for the next year. • There will be a speech by the S.P of the company at the opening ceremony.

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ZAPAK Investment:

We are confident that these sponsorship opportunities would create thousands of impressions for the company and many positive mentions in the local and national media. In addition to these opportunities we believe the sales of ZAPAK would increase in proportion with the exposure it receives. Also, ZAPAK benefits by identifying itself as a socially active and talent oriented company by partnering with Students’ events.

In exchange of the above detailed opportunities we expect ZAPAK to consider an investment of the maximum possible sum that will be required to generate prizes for the participants and thereby promote innovation and talent.

Please find attachments for further details stating following information:

• About the Institution. • The festival Tech Arête. • Marketing Prospects. • Sponsorship Opportunities.

All queries are welcome & appreciated. We expect a positive response & privilege of association in near future.

Thanks in anticipation.

If you feel your organization can help us realize this vision of creating a platform for Smart Engineering by helping us promote this event to a wider audience or by sponsoring the event, kindly contact us by the ways given below…

Name: Mr. Aakash Bansal Name: Mr.Sreejith Menon

E-mail: marketing@mgmarete.com Email: sreejith@mgmarete.com

Telephone: +91 9920893079 Telephone: +91-9320473440

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Mahatma Gandhi Mission’s

College of Engineering and Technology Navi Mumbai, Maharashtra

The institution is situated in Navi Mumbai at the centre of the Education Corridor of Maharashtra (Thane to Pune). Located on the junction of Mumbai-Pune Expressway and Sion-Panvel Highway, MGMCET has a campus of over 8 hectares.

The college holds degree courses on 7 core branches of Engineering at under-graduate, post-graduate & PHD level. The institute is affiliated to the University of Mumbai and approved by the All India Council for Technical Education (AICTE), a statutory body of the Government of India. The ISO 9001:2000 certified institute has a 4 storied building for engineering courses apart from other disciplines like Medical College, Dental College, MBA College etc with a total built up area of 60,000.00 sq.m.

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OUR VISION: • To develop substantial global standards in the field

of technology and strive towards making Navi Mumbai the Educational Hub of India.

OUR ACTION: Endeavoring to enrich students with the multidisciplinary knowledge of engineering principles to create an intellectually stimulating environment & develop strong relationships with the outside competitive world.

Considering the amount of people involved in the education process in the corridor spanning Thane to Pune alone, MGMCET has been a pioneer in bringing together influential minds and creating a Forum of Technology Educationists consisting of premier Educational institutions and Technology companies.

• College strength: 2500 students at UG & PG level

Facts:

• The campus has one of the most sought-after General Hospital and super specialty health centre in Navi Mumbai along with the following colleges – Physiotherapy, Dental, Medical, Nursing and Management.

• Close proximity from Panvel, Khandeshwar and Mansarovar railway stations on the Harbour line of Mumbai local trains.

• On-campus hostel for students, staff and resident doctors. • The college has tied up with IBM as the Student Excellence centre. • Eminent General hospital, Central library, super specialty clinic, bank and security

services on campus.

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Tech Arête is the annual technical festival of MGM’s CET, Kamothe. It serves a platform for the young engineers to foster their skills. It aims at enhancing their interest levels in the practical aspect of creating & developing new technology and services.

This two day event involves miscellaneous formal & informal activities at inter-collegiate level. Organized by the student & teacher council of MGMCET, it is supported by other international groups like the IEEE.

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Tech Arête 2010-11

This time the event is being held at the national level, eliciting response from students not pertaining just to the engineering/science background but also from non-science backgrounds (Commerce & Arts) welcoming pure-talent to flow from all directions!

The event will see its duration from 8th to the 9th of October, 2010 at the MGM’s College of Engineering & Technology, Navi Mumbai campus.

Event overlook:

Major events from over 7 core branches of engineering will be broadly categorized under four broad divisions:

• Hardware • Software • Gaming • Online-events.

Some of the traditional technical events been planned are

• Robotics • Paper Presentation • Industry Defined problems • Open Hardware • Coding/ Debugging • LAN Gaming • Model Designing • Green technology ideas etc

All planned events are being redesigned with unique parameters. They encourage participants to espouse innovative thinking and overcome harsh constraints.

• Informative workshops • Lectures • Exhibitions will comprise of the learning/socializing aspect of the event.

The above events would be supported by the number of non technical events that help develop personality, team spirit and leadership qualities.

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The theme of Tech Arête 2010 is – JUGAAD - the Street Smart way of Engineering.

Theme for the fest:

Jugaad, a Hindi term, doesn’t exist in the English dictionary but its use and references can be found widespread in both eastern and the western worlds, present and medieval society. A recent Harvard Business Review states Jugaad as “overcoming harsh constraints by improvising an effective solution using limited resources”; we call it the art of Creative Improvisation - within a framework of deep knowledge and experience.

Definition

Breaking the terms and jargons into layman’s language, Jugaad simply defines the actions one needs to take when resources decimate but the demand persists. Under such circumstances the existing models and technologies fail or prove efficient. The solution? Jugaad. Yes, the age old method of improvising on existing technology to overcome unprecedented situations.

Explanation

What did McCormick do when the situation of scarce food supply aroused in the late 1800? He improvised on the existing technology to invent the Mechanical Grain Reaper. What did Sir James Watt do when asked to pump millions of gallons of water in medieval Europe? He improved on the existing Atmospheric Steam Engine to invent the condenser for Watt Steam Engines. From the old days to the modern India, Jugaad has been one of the promoting factors for major start-ups both in technology and business.

A classic Example? In the towns on Punjab, even currently runs a public transport vehicle called Jugaad! However strange the name might sound, it beholds a strong and inspiring history; the tractor lookalike getting its name from the fact that it was made completely out of improvisation. How? A water pump used in farms was smartly modified to power the wheel train.

** Image courtesy www.en.wikipedia.org. Only for representative purpose.

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We believe that for the Developing India, Jugaad is the need of the hour. History suggests that almost every technology being used currently has at some point of its development experienced Jugaad.

Why Jugaad?

Case Studies:

• We lack infrastructure and technology to generate enough power but the demand for it is increasing exponentially. What is needed is some Jugaad to come out with a more efficient region-specific power generation technology.

• Gas and petroleum resources are reducing but the demand for Petrol has gone up. The hour calls for some Jugaad to convert the IC engines to Hybrids and Battery powered Motors economically.

• Open spaces have virtually been crossed out of our maps but the need to accommodate the increasing population remains. Urgently needed is some street smart engineering to accommodate maximum possible population within minimum possible surface area.

Basically, we at Tech Arête 2010 wish to instill into the minds of young engineers the need to think smartly and develop technologies that benefit the masses. The human mind works the fastest when it’s invoked and by cutting down on resources and means, yet demanding comparable outputs, we test its ultimate talent – innovation.

Jugaad means to improvise and produce favorable outcomes in tough situations. Though the idea seems clear and inspiring, one wonders what path has to be followed to efficiently and successfully achieve improvisation?

The Tagline?

Different success stories of people depict different ways in which this idea was implemented. But closer review of these sagas reveals that until a certain stage of development, every innovation carves a common path, particularly, the start.

Every technology expert would more or less agree on the fact that to innovate one must think out of the book. To jump out of the instruction manuals and put on Einstein’s Cap. In our words, to be smart, street smart! We say the opposite of being Textbook is being Street Smart and being street smart is the way to think ahead of the nerds and succeed. And so comes the tagline for our theme, a call for being Smart –

“The Street Smart Way of Engineering…”

P.S. – For the cinematically inclined, we consider Mr. Aamir Khan’s character of Rancho in the movie ‘3 Idiots’ an ideal portrayal of a street smart engineer!

(Although we do not intend to relate the idea to every scene depicted in the movie on fictional terms.)

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Previous Success Tech Arête 2009-10

26th & 27th February, 2010 at the MGM’s college of Engineering & Technology, Navi Mumbai campus.

Held on:

Events conducted:

Over 30 technical & in-formal events for all branches of Engineering – Chemical, Civil, Electronics & Telecommunication, Computer Science, Information Technology & Bio-medical department.

In addition, dynamic workshops like ‘Model Rocketry’, Free and Open Source Software, Robotics with seminar conducted by IIT-Mumbai researchers on ‘Aerodynamics’ enjoyed success.

Marketing Success

:

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• Though the event was organized at a University-level, a decent footfall of around 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.

• Festival banner put up on 14m service road opposite NH-4, viewable to cars passing by.

Media partners:

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

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Marketing Prospects 2010-11

• Previous fest analysis and early response shows an expected footfall of above 3500 for the festival as participants.

• Crowd Demography:

With over 15 national events & 30 others planned, response from engineering & non- engineering under-graduates from most of the neighboring colleges of Mumbai University & nation-wide is expected.

In addition, Commerce & Arts crowd to be attracted to national level gaming events.

Professors & lecturers participation open for national level events like Technical Paper Presentation.

• Publicity vistas:

o Festival posters with sponsor name/logo to be sent to around 50 colleges in Mumbai

and 35 colleges nationwide. o Banners and signage’s to be put throughout the MGM Navi Mumbai campus bearing

sponsor name/logo.

o Advertisement balloon to be displayed on college building with sponsor name/logo viewable from NH4 and Mumbai-Pune Expressway and JNPT Highway

.

o Posters, banners to be put up outside Mc Donald’s, a premier eatery opposite the campus.

o Sponsor name/logo on all festival related documents including letterheads, receipts, circulars, signage’s.

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o Event schedule put be put up inside the venue to have sponsor name/logo. o Live feed of events to be relayed on large screen at strategic location to have sponsor

name/logo o Mention of sponsor name/logo on

the festival website with facility to have a hyperlink to the sponsor website. Individual page for title sponsor.

o All online promotions, blog

mentions, social networking profiles to have sponsor name/logo towards the buildup to the festival.

o Name/logo to be retained on the website for 2011-12 as previous sponsors.

o Sponsor volunteers to be given 15 minutes of PA time on campus for advertisement and/or PR events.

o Rights for product sampling inside the campus during the event.

o Availability of stalls at premium locations with advertisement space and electric connection.

o Exhibition space inside campus for title sponsor for product advertisement. o Pre-fest publicity in electronic and air media to have sponsor mention.

o Facility to provide database collection as per sponsors request during event registration both online and on desk.

o Auditorium seat-backs, volunteer T-shirts, certificates, cash envelopes, ID’s to have sponsor name/logo.

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•

Location of college:

o Located at 5km from Kharghar, the upscale residential node of the Millennium City, MGMCET has more than 13 engineering colleges within 30km.

o Lies along the only road way leading to major cities of Pune, Goa, Lonavala and Bangalore.

o Placed in the close proximity of NH- 4, Mumbai Pune expressway, and the JNPT Highway it serves as a vantage point from publicity & advertising viewpoint.

o With a high-grade medical hospital in the campus, the number of general people using the campus escalates at least by 4200 people per day.

o Other crowd pulling beneficiaries: Renowned medical college; Physiotherapy, Dental & Management hubs.

• One of the most successfully running food outlets, located on the neck of NH-4,

McDonalds, Kamothe is across the road from the institution. This is no less an opportunity to enhance the brand equity since the area is a stop-over point for more than 1500 people (per day)

• MGM is a proud member of the Forum of Technology Educationists consisting of premier colleges and Tech companies in Mumbai. One of the pioneers in the formation of this community is Dr.Chelpa Lingam, Principal, MGM’s CET, Navi Mumbai.

which include corporate, industrialists, company professionals, students & other general crowd.

o This means that MGM’s CET, Kamothe is successfully linked with the over 20 colleges of Navi Mumbai, Thane & Mumbai region.

o Apart from colleges, companies like IBM, Cyberoam, Microtechnology and DirectI are a part of the venture of maintaining a positive spiral bound way of training the aspiring engineers at par the market level & then providing them with the experience of serving these tech giants.

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SPONSORSHIP OPPORTUNITIES

• Title Sponsor Event name changes to ____ presents Tech Arête 2010. Exclusive exhibition space and advertisement balloon on college building. 1 event to be designed as per sponsor requirement. Adequate banner space and stalls for product sampling. Exclusive sponsor page on festival website. Name/logo on T-shirt. Name/logo on all event publicity and related documents. Exclusive name/logo on event schedule put up online and on campus. Entrance canopy to be put up during event to exclusively have sponsor banner Company official to speak at the festival opening ceremony.

• Co- Sponsor

Event name changes to Title Sponsor presents Tech Arête 2010 in association with _____

1 event to be designed as per sponsor requirement. Adequate banner space and stalls for product sampling. Name/logo on festival website. Name/logo on poster, T-shirt. Name/logo on all event publicity and related documents.

• Event Sponsor

1 event to have sponsor name/logo with adequate banner space and advertisement space.

Sponsor has right for product sampling and database collection at event venue. Event prizes/ gift vouchers to have sponsor mention. Name/logo on festival website. Name logo on poster and event related documents. Mid event advertisement time to sponsor volunteers.

• Apparel Partner Sponsor name/logo on festival T-shirts Sponsor name/logo on festival website for the current and next years. Sponsor name/logo on all publicity coverage and related documents.

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• Media Partner Exclusive rights to cover the entire event. Rights for commercial use of select festival images/recordings/quotes in future. All media mentions to have sponsor name/logo. Name/logo on festival website for the current and next year. Name/logo on festival poster and related documents. Brochures and teasers used in fest publicity to have sponsor name/logo.

• Food & Beverage Partner

Exclusive rights for food and beverage stalls on campus during the event. Adequate space with infrastructural support for stall setup. Sponsor name/logo on festival website for current and next years. Sponsor name/logo on festival poster and related documents.

• Website Partner

Exclusive advertisement space for sponsor on festival website front-page. Sponsor name/logo with link to sponsor website on the sponsor’s page of festival

website. Name/logo on festival poster/banners and related documents. Rights for database collection/ opinion polls for sponsor through festival website. Adequate space for sponsor banners on campus during event.

• Fun Partner

Exclusive rights for managing/ customizing non technical events in the festival. Non technical events can have sponsor goody bags and vouchers for product

sampling. Adequate space for sponsor banners/stalls at event locations. Sponsor name/logo on festival website for current and next years. Name/logo on festival posters, banners and related documents.

• Stalls

Adequate space with infrastructural support for setting up stalls inside campus. Rights for product sampling during the festival. Name/logo on festival website for the current year.

• Live feed Partner

Exclusive rights for advertisement during live feed of events on campus. Large screen for live feed to have sponsor name/logo Name /logo on festival website for current and next years.

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Postal Address

Tech Arête

MGM’s College of Engineering and Technology

Junction NH4 - Sion Panvel Highway

Kamothe, Navi Mumbai – 410209

Email

marketing@mgmarete.com

admin@mgmarete.com

Website

www.tech.mgmarete.com

Phone

Aakash Bansal Surya Sharma Devina Sharma Technical Secretary Marketing Representative Marketing Representative 9920893079 9920482321 9819930888