22 Jan 2018 19:51 IST

XLRI celebrates MAXI Fair 2018

The event is an opportunity for corporates to carry out disguised marketing research

The 39th XLRI MAXI Fair, the annual market and consumer behaviour research fair conducted by the Marketing Association at XLRI (MAXI), concluded recently with great fanfare at XLRI-Xavier School of Management. The event was held on January 13 and 14 at the XLRI campus, Jamshedpur.

This year had a footfall of more than 8,000 people. The various events conducted included 'Masterchef' and kids’ fashion show on day one. Two new events were introduced this year: ‘Jamshedpur's Favourite Family’ and ‘Healthy Jamshedpur, Happy Jamshedpur’, which were held on day two. Both the events were received enthusiastically. ‘Healthy Jamshedpur, Happy Jamshedpur’ comprised a yoga, zumba and fitness session. This early-morning affair was well-attended by people of all age groups.

'Art Attack', the drawing competition, had more than 150 Picassos queuing up to showcase their prowess. A dance competition was also held for children. ‘Jamshedpur’s Favourite Family’ event had families unite and fight it out against other clans in a bid to win not just the title but the bumper offers such as washing machines and mobile handsets.

One of the biggest attractions of the two-day extravaganza was the comedy night with comedian-actor-poet Shailesh Lodha of Taarak Mehta ka Oolta Chashma fame. Lodha had the crowd in splits with his relatable accounts of everyday life interspersed with thought-provoking poetry.

At the heart of it all, MAXI Fair is an opportunity for corporates to carry out disguised marketing research.