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XLRI Hosts 40th MAXI Fair

25th January, 2019

The Marketing Association of XLRI (MAXI) recently celebrated 40 years of its flagship event - MAXI Fair with great fervor. Marking a very special anniversary of its enduring tradition, the 40th MAXI Fair hosted on-ground research projects from Havells, ITC, Coca-Cola & Nestle, and carried out its first-ever digital research project with HUL.

The Fair saw a host of events and competitions, attracting a footfall of over 10,000 people from Jamshedpur. Families flocked to the fairground to participate enthusiastically in events such as Healthy Jamshedpur Happy Jamshedpur and Jamshedpur's Favourite Family. Children of all ages displayed their talent with 104 participants in Kids' Dance, 113 in Kids' Fashion Show and 223 kids in Art Attack. The exciting line-up also included Ms. & Mrs. Jamshedpur that sought 26 participants and a cooking workshop and contest with the executive chef of Golden Leaf Resort in MasterChef event that saw attendance from 78 cooking enthusiasts. Youngsters brought their friends to enjoy the gaming arena, food court, KTM bike riding zone and Neeraj Shridhar's Bollywood performance which marked the finale of the grand event.

In addition to the fairground activities, MAXI also invited eminent alumni and speakers to address Apogaeum, XLRI's Inaugural edition of Marketing Conclave, held on the 12th of January. The conclave commenced with a key note speech by Mr. CVL Srinivas, Country Manager of WPP, the parent company of GroupM, Ogilvy & Mather, on The Connected Marketing Value Chain, who demonstrated how digital marketing is implemented by various brands and highlighted advantages of the same.

This was followed by a panel discussion and round table conference, the theme of which was 'Emerging Trends in Digital Marketing'. The panel discussion was moderated by Dr. Ramendra Singh, Associate Professor, IIM Calcutta. The other panellists were Mr. Puneet Krishna, Writer of Amazon Prime series Mirzapur, Founder Golden Wheat Consultants; Sagar Khetiya, Digital Marketing and Sales, Tata Steel; Sujith Sudhakaran Nair, Senior Director, Brand Marketing, Myntra, and CVL Srinivas. The discussion shed light on the recall value of digital campaigns, ease of consumer targeting, relevance of digital marketing in both B2B and B2C segments, and more. The audience too enthusiastically engaged with the panellists and made the most of the conclave by raising thought- provoking questions ranging from leveraging digital marketing to make advertisements more consumer-specific, to engaging the end users in purchasing the product/service offered.

The Fair had the honour to be associated with a host of corporate and local sponsors including Havells as the Associate Sponsor, LearnQuest as the Knowledge Partner, HPCL and PowerGrid as the PSU Partners and, PNB as the Banking Partner.

About MAXI:

MAXI-The Marketing Association of XLRI is one of the oldest Marketing committees in India and a pioneer in the field of marketing. MAXI Fair was started in the year 1979 which is the oldest disguised marketing fair conducted in a B-school. The Fair attracts upwards of 8000 people for primary data collection for disguised market research, across various SEC levels.

About XLRI:

XLRI-Xavier School of Management, Jamshedpur is a premier, private management institute in India founded in 1949 by Fr Quinn Enright, S.J. in the 'steel city' of Jamshedpur (www.xlri.ac.in). Over the last six decades, the institute has grown into a top-ranking business management school of international repute with a wide portfolio of management programs and research publications. Its alumni are spread around the globe and have demonstrated responsible business leadership in their organizations. XLRI continually strives to contribute its mite to the professional growth and management of numerous organizations and institutions across industry sectors. XLRI has been awarded two prestigious International Accreditations, viz., AACSB - The Association to Advance Collegiate Schools of Business and AMBA - Association of MBAs. XLRI has also earned the National Board of Accreditation (NBA) accreditation.

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