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Brand games at XLRI fair

Jamshedpur, Jan. 21: XLRI’s MAXI Fair, an annual survey of corporate brands and consumer behaviour to determine what clicks and what does not, was inaugurated at the biz school’s ground here today.

The 33rd edition of the fair, which is organised by XLRI’s marketing association and is considered a respected brand in itself, will be a two-day affair as usual with students from the cradle going into gaming mode to ferret out information about people’s insight.

The prestigious ISO 9001-2000 certified fair, which was inaugurated by East Singhbhum deputy commissioner Himani Pande earlier today, has decided to provide a helping hand to Jharkhand’s local tribes this year by promoting their traditional art and culture. The partner companies for this year’s fair include Hindustan Unilever, ITC, Glaxo Smith Kline, Johnson and Johnson and Steel Authority of India Limited.

The kiosks, which will display and sell products crafted by various self-help groups working for the betterment of indigenous tribes of the state, have been put up under the banner of Jharkhand haat.

Apart from stalls showcasing tribal works like dokra arts and pyatkar paintings, the fair this year also has a kiosk by Jeevika, a city-based training school that caters to special children.

Speaking to The Telegraph later, MAXI secretary Amlan Mathur said the gaming options they had organised for the general public was an attempt to understand brand preferences, which are affected by many factors.

The gaming options this year, with names like ‘snow white for the day’ for market research on beauty products, ‘jo dar gaya samjho mar gaya’ for research on health food and diet, ‘bring on the men’ for research on grooming products for men, among others, aims at surrogating actual research questions and eliciting accurate information about consumer perceptions.

The MAXI fair was conceptualised 33 years ago by marketing professor and visionary Sharad Sarin and has since been replicated elsewhere.

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