Brands
Bags of cheer Marriott Bonvoy unwraps Christmas at Mumbai airport
MUMBAI: Christmas came rolling in on the baggage belt at Marriott Bonvoy, as the hospitality brand transformed arrivals at Mumbai International Airport Terminal 2 into an unexpected festive celebration.
During the peak holiday travel period, passengers stepping into Terminal 2 were greeted with a reimagined arrivals conveyor belt delivering personalised Christmas hampers. Each gift was tagged with the traveller’s seat number, adding a thoughtful, individual touch that turned a functional airport moment into something far more personal and joyful.
The experience was brought to life with brand ushers guiding guests through the activation, a live Christmas choir filling the space with seasonal music, and Santa Claus himself making appearances for cheerful meet-and-greets. What is usually a hurried, forgettable arrival became a moment of pause, delight and festive warmth.
The activation reflected Marriott Bonvoy’s belief that hospitality extends beyond hotel lobbies and destinations, beginning the moment a journey ends. By reimagining a familiar travel touchpoint, the brand leaned into the spirit of giving and emotional connection that defines the Christmas season.
Actor and digital creator Namrata Seth, who experienced the activation first-hand, said the surprise added an instant sense of celebration to her arrival, turning the conveyor belt into a joyful reminder that the festive spirit can show up in the most unexpected places.
The airport experience also tied into Marriott Bonvoy’s wider festive offering. Its Celebrate Christmas with Marriott Bonvoy collection features handcrafted cakes, cookies, hampers and DIY treats curated by culinary teams across participating Marriott hotels in India, extending the same sense of care and craftsmanship into homes and gatherings throughout the season.
With this Christmas activation, Marriott Bonvoy once again demonstrated how everyday moments can be transformed into memorable experiences, reinforcing its focus on celebrating journeys as much as the destinations they lead to.
Brands
Malaika Arora launches accessories brand Maejoy
The Bollywood star’s lifestyle brand, built with Myntra and Exceed Entertainment, promises aspirational fashion without the high price tag
MUMBAI: Malaika Arora is not the first Bollywood star to put her name on a brand, and she will not be the last. But Maejoy, the accessories label she has launched in partnership with Myntra Jabong India Private Limited (MJIPL) and talent outfit Exceed Entertainment, at least has a sharper pitch than most. The brand drops with 250-plus styles spanning handbags and lab-grown diamond jewellery, two categories that sit squarely in the sweet spot between aspiration and affordability, and lands on Myntra’s platform from day one, putting it in front of millions of shoppers without breaking a sweat.
The handbag range covers the full gamut: crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks and clutches, rendered in synthetic leather, raffia, braids, satin, rhinestone and metallic finishes. The jewellery line runs to rings, earrings, pendants, bracelets and tennis bracelets in silver, gold and rose-gold tones, set in 925 sterling silver with IGI and GCI certified lab-grown diamonds. The brand’s guiding philosophy, “The Joy of Being Me,” stakes its claim on individuality and self-expression; its three brand pillars, Authentic, Empowering, Accessible, are the usual suspects, though the lab-grown diamond bet is savvier than it sounds. Lab-grown stones now sell at a fraction of the price of mined ones, and the category is growing fast in India as younger buyers wise up to the arbitrage.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business, or through my personal style, I’ve championed the idea that fashion should be empowering yet effortless. The brand aims to democratise global fashion trends while offering women something that extends the feeling of luxury every day, be it a lab-grown diamond or a perfectly crafted handbag,” said Malaika Arora, founder of Maejoy
MJIPL, the B2B wholesale arm of Myntra, is putting its design and brand-building muscle behind the venture. Suman Saha, chief experience officer and head of house of brands at MJIPL, was bullish on the tie-up.
“Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space. We believe the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers.”
Suman Saha, chief experience officer, head of house of brands, MJIPL
Afsar Zaidi, chief executive of Exceed Entertainment, the talent management firm that helped broker the deal, has worked with MJIPL before and was characteristically direct about what makes Arora an unusually bankable partner.
“Building celebrity-led brands requires a delicate balance of authenticity and market viability. Malaika is a rare talent who commands equal respect as a fashion icon and a savvy businesswoman. We are proud to facilitate this partnership that brings together her creative clout and Myntra’s brand-building excellence,” said Zaidi
Celebrity fashion brands live or die on one question: does the star actually wear it, or is the cheque the only thing they signed? Arora, who has spent three decades as one of Bollywood’s most-watched style references, has at least built a plausible case. Maejoy is live now on www.myntra.com and the Myntra app. The real test, whether shoppers buy the handbag or just the hype, starts today.
