B-school XLRI is gearing up for the 44th edition of the much-awaited MAXI Fair, fondly known as ‘The Jamshedpur Mela.’ This year's extravaganza is set to take place on January 20 and 21, 2024, at the football ground of XLRI Jamshedpur. The MAXI Fair is not just an event; it's a tradition, a celebration that unites the people of Jamshedpur.
Spanning two days, the Mela promises a diverse range of events catering to all age groups. From engaging games for children to a shopping paradise for adults, the MAXI Fair aims to create lasting memories for families and friends. Attendees can look forward to a Bollywood concert featuring the renowned Shaan and Nakash Aziz, promising a night of musical enchantment on January 21.
“ This year's theme, 'Marketing Mohalla,' infuses the entire fair with the magic of marketing. The event's decorations, activities, and ambiance will transform the fairground into a mini-town celebrating the wonders of marketing that have shaped our world,” said an official.
As XLRI approaches its Platinum Jubilee year, the 44th MAXI Fair is poised to be bigger and better than ever before. The fair boasts a lineup of guest speaker sessions, food stalls offering delectable treats, thrilling rides for adventure enthusiasts, and a chance to win exciting gifts and prizes.
To ensure a memorable experience for every member of the family, the MAXI Fair organizers are dedicated to providing detailed information about tickets and schedules.
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 more than 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.
