Wednesday, October 4, 2023

37th MAXI Fair gets underway at XLRI

Himalayan Paths

Jamshedpur, Jan. 16: The 37th edition of MAXI Fair got underway at the XLRI grounds on Saturday. The marketing saga of MAXI was jointly flagged off by Prof. Sharad Sarin and Fr. Ozzie Mascheranas. The marketing fair, known for its innovation, continued the legacy by providing free Wi-Fi to all visitors.

Sponsored by Bank of Baroda, MAXI Fair 2016 had the entire event covered with a drone, which is one of its prime attractions this year. Research teams from HUL, PepsiCo, Mondelez, TCIL and Marico received substantial data points on the first morning highlighting that disguised marketing pioneered by MAXI is still relevant.

One of the biggest attractions of MAXI Fair 2016 is the highly anticipated show of Raju Srivastava, which is scheduled on Sunday at 6:30 p.m. Dettol�s �Banega Swachh India Campaign� kick started in style with an unique activation of demographic map along with a hand print activation. The RC Car track race also drew significant crowds. However, it was Babban Khan, the popular street magician who stole the show, with a huge crowd always surrounding his stall.

MAXI Fair this year has installed awe-inspiring setups which look fascinating from a bird�s eye view; this was another key attraction, as a �Selfie Spot� for visitors with the drone hovering above their heads. �We are expecting a lot more crowd tomorrow,� said Vasudevan L, a senior executive member of MAXI.

The disguised marketing research fair, organized by the Marketing Association of XLRI, also known as MAXI, is one of the biggest events in Jamshedpur attracting footfalls of over 7,000 people from all sections of society last year.

Despite this being the 37th Edition, this two-day marketing extravaganza shows no signs of a midlife crisis and continues to carry on the legacy and promises to build on the innovations it has introduced over the years.
Conceptualized by XLRI faculty Dr. Sharad Sarin in 1979, MAXI Fair gives students an opportunity to learn the fundamentals of market research hands-on and enables them to come up with insights.

With a mission to popularize the discipline of marketing at the institution, the event will witness students conducting research in disguise for various firms to study trends in market and consumer behavior. The research will be conducted on a sample size of more than 5000+ people through elaborate games designed by the students.

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