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Press Release - 14th February, 2004 An event that segregates MEN from boys and WOMEN from girls. With battle lines drawn between them, Friends, Companions and Brothers turn into Foes, Rivals and Competitors, to capture the most sought-after crown and rise to glory. The battleground witnesses survival of the mightiest and debacle of the weakest. So the "Leaders Yell At Top Of The Voice" while "Voice Of The Voiceless" stays SHUT!! That is MAXINATIONS - the intra-college Marketing competition of XIMB. Every year, MAXIM, the marketing association of XIMB, shoulders and delivers on the responsibility of organizing the event in a professional and fair manner, both in letter and spirit. Here the 6 hostel blocks fight a fierce battle, which tests the wits, acumen, tenacity, and strategy and above all the teamwork. Rest assured only the best team wins. The players target the same market segment with a similar "PRODUCT", the difference being in their branding, promoting and advertising strategies. This exercise is interpersed with various nail-biting competitions. This year, Maxinations was flagged off on January 27th. The build up to the event was the donning of each of the 4 men's hostel blocks, the ladies hostel and the rural management hostel as corporate entity. The blocks spent the second day popularizing the corporate name in different styles. The ladies took everybody for a spin, with spirals tattooed on their faces, for they where the "firkis", the A-Blockers were audible by their presence, for they used the music mantra - "A-Raju", the B-blockers took to Brahmacharya for the event, for they were the "Brahmacharis", the C-Bockers had something spicy cooking up, for they were promoting "Masala", the D-Blockers were conspicuous by their bhai-like attire, for they were the "D-Company" gangsters and finally the colorful rural management students, for they were the "Rangeela". On 29th Jan, arrived the big day. In an elaborate after dinner ceremony, MAXIM unveiled the product. This time we had quite a handful or rather a landful. The product was a group of six islands in the Pacific. Each block had a fictitious island to market. The blocks were required to prepare and implement the entire marketing mix for the island. They had to name the island, design a national emblem and provide a slug line. All this was to be marketed by an advertising agency, which was waiting to be created in the discussion rooms in each of the hostel blocks. The blocks were to promote the island in the next three days. They were to be evaluated on the aided and unaided recall of the name, slug line of the island and agency name of the block and the overall marketing concept. To lend the touch of reality, various walls and other visible spaces on campus were auctioned for advertising, the meal slots for live ads and the breaks during competitions for sponsorships. A virtual sum of Rs. 2.5 crores was allotted to each block to buy the most popular walls and ad spots. Contributed by - |
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