Brands
Myntra M-Now leans on 30-minute gifting for Valentine’s Day
Campaign targets planned and last-minute gifting across key Indian cities
MUMBAI: Myntra has rolled out a Valentine’s Day campaign for its instant delivery service, M-Now, positioning speed and convenience as central to how modern expressions of love are celebrated.
Moving beyond conventional romantic tropes, the campaign centres on four light-hearted films that spotlight friendships, family bonds and everyday gestures, all enabled by deliveries starting in as little as 30 minutes through M-Now.
The Valentine’s storefront on M-Now offers more than 10,000 trend-led styles across over 600 brands, spanning categories including western wear, beauty and personal care, footwear, accessories, décor, loungewear and innerwear sets. The service caters to both planned and last-minute gifting needs.
M-Now continues to see strong traction in tier-1 cities such as Bengaluru, Delhi, Mumbai, Hyderabad, Kolkata and Pune, while adoption is rising in tier-2 markets including Patna, Ahmedabad, Jaipur and Lucknow. High-demand gifting categories include watches, handbags, perfumes, jewellery, gourmet gift boxes, and beauty and fragrance gift sets.
According to Myntra, the films are designed to reflect how love shows up in everyday moments, from bromance and parental intuition to quiet appreciation and togetherness, with M-Now seamlessly supporting these spontaneous gestures.
“Valentine’s Day is a key gifting occasion, and this campaign mirrors how expressions of love are evolving,” said Myntra senior director of brand Abhishek Gour. “M-Now extends our promise of choice and convenience for time-sensitive gifting, backed by warm, relatable storytelling.”
Toaster Insea chief creative officer Ira G, said the campaign leaned into emotion and speed. “With deliveries starting in 30 minutes, M-Now became a vehicle for spreading love across different relationships,” she said.
The campaign reinforces Myntra M-Now’s proposition of instant access to gifting options, anchored by the line “pyaar baantte chalo”, and positions speed as a differentiator in the increasingly competitive quick-commerce fashion space.
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.
