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Ixigo finds Goa to be popular monsoon destination
MUMBAI: Ixigo, a travel marketplace reveals that the upcoming monsoon travel trend amongst millennials is taking a “bae-cation”. A bae-cation is the new-age term used for taking a vacation as a couple.
According to Ixigo, some of the most popular couple destinations this monsoon are Port Blair, Shillong, Guwahati, Kodaikanal and Puducherry, which are ideal for an extended weekend getaway.
Commenting on the findings, Ixigo CEO and co-founder Aloke Bajpai said, “Travel becomes far more affordable during the monsoon as it is a lean season in comparison to summer and winter. Major Indian airlines have announced their monsoon sales, offering big discounts on flights, reducing fares by almost 20 per cent. Goa remains to be the most popular destination showing an eight per cent increase in flight and 16 per cent increase in hotel searches. It is great to note, how owing to improved infrastructure and better flight connectivity, north-eastern destinations like Shillong and Guwahati are also becoming crowd favourites.”
Ixigo’s research data reveals that 39 per cent Indians, travelling during the monsoon, are planning to travel as couples, followed by 24 per cent with family and 18 per cent solo. Couples are planning short-stays that extend to about three or four days. Hotel searches for Goa show the maximum spike of 16 per cent from previous months, while Shillong and Guwahati follow with 11 per cent and nine per cent spikes respectively.
While about 25 per cent couples from Chennai and 18 per cent from Bangalore are booking a short vacation to Puducherry, about 14 per cent couples are travelling from Mumbai to Goa via train.
Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
