Saturday, September 30, 2023

MAXI Fair from Jan 16, comedian Raju Srivastav to perform

Himalayan Paths

Jamshedpur : Xavier School of Business (XLRI), the city-based B-School is all set to host the 37th edition of MAXI Fair, one of the biggest and most respected marketing events in the B-school circuit, on January 16 and 17.

With key attractions this year like ace comedian Raju Srivasatav, drone show, a street magic show by Babban Khan and for the very first time in Jamshedpur � Laser Tag, the 37th edition promises to the biggest and grandest MAXI Fair ever.

The disguised marketing research fair, organised by the Marketing Association of XLRI, also known as MAXI is one of the biggest events in Jamshedpur attracting footfalls of over 7000 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.

Conceptualised 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 popularise 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 behaviour. The research will be conducted on a sample size of more than 5000+ people through elaborate games designed by the students.

So far, corporate giants like Hindustan Unilever, P&G, Cadbury, Nestl�, Coca-Cola, Pepsi, ITC, the Tata Group, Star TV etc. have presented their problems to XLRI at previous editions of the fair with the solutions going on to set corporate strategies for these behemoths. This year, PepsiCo, Hindustan Unilever, Marico, Cadbury and The Tinplate Company of India will be partnering MAXI Fair for conducting consumer research.

An official of AXI informed that for the very first time, the global Market Research giant- Nielsen has agreed to be the official market research advisor for the event this year and will be working closely with the students on the research. The association with Nielsen, a first in this country, adds immense credibility to the analytics and also provides tremendous learning opportunity for the students.

V K Saraswat, former head of the DRDO and current Member, NITI Aayog and shall also witness a first-of- its-kind drone show in Jamshedpur.

After having achieved the Guinness World Record last year, Team MAXI plans to provide free internet to all fair visitors via Wi-Fi this year, keeping in mind this year�s theme, Digital India.

The Marketing Association at XLRI was established in 1971 under the Societies Act of India and is one of the oldest student committees in India.

It is a student committee that annually organises an annual digital marketing event (Legalize), a number of marketing talks, interactive sessions and events and MAXI Fair. It also has a place in the Limca Book of Records for its outstanding online presence.

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