28 Jan 2019 16:38 IST

XLRI hosts 40th MAXI Fair

In addition, XLRI’s marketing association hosted a marketing conclave called Apogaeum

The marketing association of XLRI (MAXI) recently celebrated 40 years of its flagship event, MAXI Fair. The event hosted on-ground research projects from Havells, ITC, Coca-Cola and Nestle, and carried out its first-ever digital research project with HUL.

The fair saw a host of events and competitions and attracted a footfall of over 10,000 people from Jamshedpur. Families flocked to the fairground to participate in events such as Healthy Jamshedpur Happy Jamshedpur and Jamshedpur’s Favourite Family. Children of all ages displayed their talent, with 104 participants in the kids’ dance, 113 in kids’ fashion show and 223 kids in ‘Art Attack’. The exciting line-up included ‘Ms & Mrs Jamshedpur’ and a cooking workshop and contest with the executive chef of Golden Leaf Resort. Youngsters brought their friends to enjoy the gaming arena, food court, KTM bike riding zone and Neeraj Shridhar’s Bollywood performance.

In addition to the fairground activities, MAXI invited eminent alumni and speakers to address Apogaeum, XLRI’s inaugural edition of its marketing conclave. The conclave commenced with a key note speech by CVL Srinivas, Country Manager of WPP, on ‘The connected marketing value chain’. He 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, on the theme ‘Emerging trends in digital marketing’. The panel discussion was moderated by Ramendra Singh, Associate Professor, IIM Calcutta. The panellists were Puneet Krishna, writer of the Amazon Prime series Mirzapur; 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 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.

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