Delhi-NCR, Mar 06: XLRI Delhi-NCR, a premier management institution recognised for academic excellence, industry engagement, and policy-focused research, successfully concluded its flagship marketing initiative, MAXI Mela 2026, at DLF CyberHub. Organised by the Marketing Association of XLRI (MAXI), the two-day event brought together over 1.5 lakh attendees, establishing itself as one of the largest student-led marketing activities in the National Capital Region.
MAXI Mela 2026 was conceptualised as a live marketing laboratory, carrying forward the four-decade legacy of “Disguised Market Research.” Centred around an Indie Pop Art theme, the event blended entertainment with academic rigour, enabling students to apply classroom marketing frameworks within a real-world consumer environment. Moving beyond conventional survey methods, the initiative employed immersive and gamified engagement formats to capture authentic consumer insights. A key highlight was student collaboration with leading organisations such as Mahindra Group, AB InBev, and Procter & Gamble, allowing brands to gather organic insights into evolving Gen Z preferences, lifestyle aspirations, and consumption behaviour in a naturalistic setting.
Beyond its research focus, the Mela evolved into a vibrant cultural showcase. The event featured “Taal,” an inter-college dance competition with participation from institutions across Delhi University and the NCR region, alongside live musical performances by Aayushi Sharma, Rocknaama, and Project Dnox. A curated Commercial Bazaar further enriched the experience by bringing together local businesses, IEV startups, and lifestyle brands, collectively transforming the Amphitheatre into an energetic experiential space that seamlessly integrated large-scale public engagement with data-driven marketing insights.
Speaking on the successful conclusion of the event, Fr. Nelson A. D’Silva, S.J., Acting Director, XLRI Delhi-NCR said,
“MAXI Mela reflects XLRI’s commitment to experiential learning and industry collaboration. By enabling students to conceptualise and execute large-scale consumer research projects for leading organisations, we bridge the gap between academic theory and market realities. The overwhelming public participation demonstrates that research, when innovatively designed, can be both insightful and engaging.”
With the successful completion of its third Delhi-NCR edition, MAXI Mela 2026 reinforces XLRI Delhi-NCR’s growing regional footprint and sets a strong benchmark for student-driven industry engagement initiatives.