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.