MAM
Tripadvisor launches $1.5 million creative ad challenge
NEW DELHI: Travel site TripAdvisor has launched a new creative ad challenge for travel brands and advertising agencies to design a creative ad campaign that will run on TripAdvisor websites.
The company has set aside a total prize fund of $1.5 million, and the winning entry on the TripAdvisor India site will receive $100,000 in equivalent CPM (cost per mille).
The 2012 TripAdvisor Creative Ad Challenge gives the industry an opportunity to showcase their creativity and talent through the highly interactive medium of online ad display and the chance to impact a global audience of travellers, who are looking for inspiration while planning their next trip.
TripAdvisor VP Display Sales EMEA Martin Verdon-Roe said, “The 2012 Creative Challenge gives travel brands the freedom to develop an engaging media campaign that tells a story and shows what their brand really stands for, rather than just focusing on the more traditional ROI price point creative that is so common online. Following the success of our last challenge which was hosted in UK last year, this year it‘s even bigger and provides multiple opportunities for travel brands to win specific market campaigns.”
This year the challenge has been expanded to include 11 markets across Europe and APAC. From the Europe market UK, Denmark, France, Italy, Spain and Turkey are part of the challenge while in APAC, India, Australia, Singapore, China and Japan are included. All travel brands and advertising agencies from the respective countries are entitled to participate in the challenge.
All entries must be submitted by 31 May – the winning campaigns will run on TripAdvisor between August and October.
The campaigns will be judged by a panel of TripAdvisor sales and marketing experts, as well as representatives from the Internet & Mobile Association of India (IAMAI).
Brands
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
