Brands
OYO and Unilever partner to lead the way on hotel cleanliness
New Delhi: OYO Hotels & Homes, one of the world’s leading hotel chains has partnered with Unilever, the global consumer goods company, to enhance OYO’s ‘Sanitised Stays’ initiative with the help of Unilever’s leading home and personal hygiene brands which will be used in the cleaning and disinfecting of OYO properties.
With higher hygiene standards, minimal-touch services, and enhanced credibility topping the list of customer requirements, Unilever’s R&D team will work with OYO to co-create Standard Operating Procedures for cleaning to maximise the positive effects of Unilever products. OYO properties where these operating procedures are used will display a tag on booking pages to show Unilever products have been used in cleaning services. This global partnership will begin in India and then go live across Indonesia, Vietnam, the US, LATAM and Europe.
Through this partnership, select OYO properties will have Unilever hygiene kits for guests and cleaning supplies for staff, including products from brands such as Lifebuoy, Domex, Sunlight and Cif. To provide a cleaner and more hygienic experience to guests right from check-in to check-out, OYO has upgraded its cleanliness and hygiene protocols to suit the ‘new normal’ with ‘OYO Sanitised Stays’.
OYO founder & group CEO Ritesh Agarwal added, “As the world begins to travel again, we must all collectively ensure that health and safety remain the absolute priority. The scientific expertise of Unilever and assurance of their brands Lifebuoy, Domex, Sunlight and Cif are second to none and we are confident that our guests will have a quality and stress-free experience with ‘OYO Sanitised Stays’ with Unilever’s leading home and personal hygiene products. We’re pleased that by partnering with Unilever and providing their trusted products, we are able to help customers, as well as our staff, stay as safe as possible. With our committed asset owners, we are ready to host consumers across the world and we promise to give our customers the confidence to enjoy the OYO experience as we help drive higher standards in hygiene”
Hindustan Unilever chairman and MD Sanjiv Mehta said, “With Hindustan Unilever’s long history in India, we are determined to do our part to protect lives and livelihoods and are glad to have found a strong partner in OYO who shares this vision. Through this partnership, Unilever is pleased to be able to help, through our known and trusted home and personal hygiene brands and education on correct use. We remain committed to improving the health and wellbeing of millions across the globe, and keeping our communities safe during these times.”
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.
