Brands
Visit Dubai’s new campaign says ‘Yeh Bhi Dubai Hai, Bro!’ with Bassi & Harsh Gujral
MUMBAI: Dubai is cracking jokes and breaking travel clichés. Visit Dubai has rolled out its latest campaign, ‘Yeh Bhi Dubai Hai, Bro!’, starring Indian stand-up favourites Anubhav Singh Bassi and Harsh Gujral. The campaign takes a playful spin on discovery, showing that just when you think you’ve seen it all, Dubai pulls another surprise.
Targeted at India’s comedy-loving audience, the campaign follows the two comics as they swap punchlines for adventures. Bassi introduces Harsh to the serene mountain landscapes of Hatta, while Harsh straps Bassi in for a heart-thumping ride across the world’s longest urban zipline at Xline Dubai Marina. Along the way, they plunge into the world’s deepest pool at Deep Dive Dubai, play chess in a sunken city, admire vintage bikes, indulge at Asia Asia in Pier 7, take a yacht ride across the Marina, and unwind at Koko Bay.
The campaign taps into India’s love for stand-up comedy, a genre that’s exploded in popularity over the past decade. Bassi and Harsh, household names for their relatable humour, bring a touch of authenticity and friendship to the narrative. Their banter feels less like a marketing film and more like a comedy sketch-turned-travel diary.
Dubai’s Department of Economy and Tourism, regional director of proximity markets, Bader Ali Habib, said the idea was to capture the blend of fun, spontaneity and discovery that resonates with Indian travellers. “Their journey shows Dubai is full of moments that spark excitement, from thrilling adventures to hidden gems, all wrapped up in the city’s unbeatable energy,” he added.
For Bassi, the project was a reunion with a friend in one of his favourite cities. “Working on something that didn’t feel like typical marketing but more like two friends exploring and having fun was amazing,” he said. Harsh echoed the sentiment, laughing about Bassi’s reaction to the zipline and reflecting on Dubai’s ability to surprise him even after multiple visits.
With its short flight time, seamless connectivity and ever-expanding list of experiences, from adventure sports to shopping, food, culture and iconic landmarks, Dubai continues to position itself as India’s go-to getaway. And as Bassi and Harsh prove, there’s always a new punchline waiting around the corner.
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.
