MAXI Fair kicks off at XLRI, students to study consumer behaviour
The 41st MAXI Fair was inaugurated in XLRI by Father director P Christie, Father Jerome Cutinha, Prof. Ashish K Pani, Prof. Sanjeev Varshney, and Prof. Israel, in a ceremony hosted by the Marketing Association of XLRI (MAXI).
Throughout the day, the fairgrounds thronged with excited participants, saw Maxi Fair as a lively and entertaining breather.
XLRI became a pioneer in the field of disguised marketing research when Fr. Oswald Mascarenhas conceptualized the research and Prof. Sharad Sarin scaled it up to include the entire city of Jamshedpur in the format of MAXI Fair for the first time. Building on that formidable legacy of 40 years, MAXI Fair has stood the test of time, grown, and constantly evolved with changing trends in marketing and research.
MAXI Fair is a one of a kind concept, where disguised marketing research is conducted through gamification by students, in association with partner companies. In the past, insights from MAXI Fair have been implemented by some of the biggest names in the marketing industry such as Hindustan Unilever, ITC, Mondelez, and others in their marketing endeavours.
This year, MAXI Fair once again has five research problems from among the biggest names from diverse industries — ITC, Allied Blenders & Distillers, Polycab, Perfetti Van Melle, and Hindustan Unilever.
The team at MAXI has always striven to break the frontiers of market research and as a part of its attempt to go big with the 41st MAXI Fair, it would be undertaking its very first B2B off-ground research project in partnership with Hindustan Unilever that will be carried out for a duration of two months by the Research Analytics and Web wing of the Marketing Association of XLRI in collaboration with Nielsen and the XLRI marketing faculty.
Given MAXI’s rich history and the special place it holds in Jamshedpur’s heart, every year the city flocks to the XLRI grounds to play these games that are used for research, and also to enjoy the numerous other attractions that the fair offers.
This year, MAXI Fair would be hosting not one but two renowned comedians, Sorabh Pant, from East India Comedy label, and Kumar Varun from the Canvas Laughter Club label on Sunday. From Masterchef to Art Attack, Miss Jamshedpur to Kids Dance Show, big or small, there is something for everyone at MAXI Fair.
