From music videos to make-up tutorials, everything remotely worth a look goes viral on YouTube. But trust XLRI to crack the infotainment code on YouTube and make a record while doing it.
The biz cradle’s Marketing Association of XLRI (MAXI), which started its annual survey of corporate brands and consumer behaviour way back in the early 1970s, now has entered the Limca Book of Records for the maximum number of YouTube viewers for an academic committee as on June 30, 2012.
The YouTube page http://www.youtube.com/user/maxixlri garnered 4,63,568 hits to get the 2013 crown in its category.
Though XLRI had applied for the record around October 2010, analysis and other formalities took time.
Finally, the biz school received the confirmation and Limca certificate.
The Limca Book of Records, on the lines of Guinness, is a record keeper of Indian origin. Started in 1990, it has had 23 editions till 2012.
“We have uploaded various kinds of advertisement videos on our page. We mainly created our YouTube page so that we not only could project innovative ideas but also analyse marketing drivers and triggers. It’s a new category that’s great fun,” said Shiv Shankar, a senior executive member of MAXI, XLRI.
YouTube addicts can catch up on the MAXI page and get a lot of fun stuff.
There’s information on XLRI students, their activities, MAXI fair nuggets, surrogate ads created by them under Legalize, an event hosted for the third consecutive year in 2012, as well as click on links to mainline ad commercials shown on television.
So far, MAXI has uploaded over 100 videos on YouTube, from their own wacky creations and case studies to, say, the latest Idea Cellular ad where the teenage son swaps the phones of his bickering parents to let them know how hard each one works through the day.
“MAXI was registered in 1971 and since its inception it has been a pioneer in the field of marketing research. MAXI Fair entered its 34th year and is a cult brand in B-school and corporate circles. Legalize 3.0 went global with five foreign participants. There’s MAXI’s behavioural research lab to plumb into the minds of consumers. The Limca record is a great milestone in our journey,” Shankar grinned.