XLRI Delhi-NCR is set to host the second edition of MAXI Mela, a student-led initiative on February 8th and 9th, 2025, at DLF CyberHub, Gurugram. Organized by the Marketing Association of XLRI (MAXI), the oldest co-curricular committee of XLRI, MAXI Mela has established itself as a premier platform for marketing innovation and consumer engagement.
The event, which debuted in 2024 to an overwhelming response, returns this year with an expanded scope, promising an even more experience for brands and visitors alike. The inauguration will be graced by Father P.T. Joseph, Dean of Accounts and Finance, and Dr. Sharad Sarin, the pioneering force behind the very first MAXI Mela at XLRI Jamshedpur over four decades ago.
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This year, MAXI Mela will feature a lineup of activities designed to create an engaging experience for visitors. Attendees can look forward to a range of interactive games and competitions, where participants of all age groups can immerse themselves in fun and skill-based challenges.
The event will also showcase performances by Kapow! band adding to the vibrancy of the festival. A special photography contest will encourage attendees to capture the spirit of MAXI Mela, while a dedicated arcade and gaming zone will offer a mix of nostalgic and modern gaming experiences.
Fr. Dr. K.S. Casimir, Director of XLRI Delhi-NCR, said, “MAXI Mela is a testament to XLRI’s commitment to innovation, research, and industry engagement. It not only bridges the gap between academia and industry but also empowers brands with deep consumer insights gathered in an organic, real-world setting. We are proud to host the second edition of MAXI Mela and look forward to strengthening its legacy as a premier marketing and entertainment experience.”
Over the years, MAXI Mela has played a role in shaping product strategies for several corporations like Kia, Dabur, and Noise, with the past edition contributing to the development of consumer brands.
Beyond entertainment, MAXI Mela continues to serve as a hub for brand innovation and consumer engagement, with companies such as Aditya Birla Group, Budweiser, Torque, and Bikano set to showcase their latest offerings. These brands will leverage the event as a platform to connect with consumers in an organic and engaging manner, gaining valuable insights that drive future marketing strategies.
MAXI Mela 2025 is poised to be a landmark event, bringing together businesses, marketers, and consumers in an environment that blends experiential marketing with entertainment. The event will provide an opportunity for brands to test new concepts, interact directly with their target audience, and gain a deeper understanding of market trends. MAXI Mela continues to grow fostering collaborations between brands and consumers while setting new benchmarks for experiential marketing.
