Brands
Airbnb’s Varun Raina elaborates on marketing plans for India
MUMBAI: Airbnb, the America-based marketplace and hospitality service brokerage company recently announced its intent to double market spends in India for better visibility. Airbnb Asia-Pacific regional director Siew Kum Hong mentioned that one of the prime reasons behind this move is the increasing number of listings within the country, which went up by 150 per cent the last year.
Speaking to Indiantelevision.com, Airbnb India marketing lead Varun Raina said that tourism in emerging economies is expected to increase at twice the rate as compared to other global markets and India is playing a crucial role in this growth, making it important for the company to expand its footprints here.
He said, “Airbnb’s growth in India has been phenomenal on all fronts – the number of listings, hosts and the travellers choosing the service in India. There are approximately 50,000 Airbnb homes and more than 250 unique Airbnb Experiences across the country.”
Quoting Airbnb CEO Brian Chesky, Raina shared that the aim is to get over 1 billion people to join the platform by 2027 and India is expected to be a huge contributor to this number owing to its huge millennial demographic and growing middle class.
He added, “The dominant segment of Indian consumers is led by 410 million millennials who have a very progressive travel mindset.” Raina went on to reveal that India has been performing phenomenally good for the platform. He mentioned that over two million Indian guests travelled using Airbnb globally in 2018. “Our Host community has welcomed more than 1.25 million travellers since 2016, over 60 per cent of which occurred in 2018. That growth isn’t just limited to foreign travellers; domestic travel on Airbnb in India has increased by 78 per cent in 2018.”
The focus of India’s marketing communication will be about Airbnb’s availability for all. With every communication the goal is to highlight that with Airbnb, one can get unprecedented access to travel on one’s own terms. The media are chosen based on its target audience. Its latest campaign, “That’s Why We Airbnb” is running across TV (music, news, GEC impact, sports) outdoor, airports, digital, and social media.
Elaborating more on the campaign, Raina noted, “Our newest campaign highlights real travellers discovering real places solely while in an Airbnb home. With their Airbnb as an anchor, the brand aims to guide travellers through their new environments and experience what truly interests them in and around the home. Given that there is an Airbnb for everyone, it’s only natural that our campaigns relate to every type of traveller-whether it’s a couple, a family, movie stars or workgroups.”
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.
