MAM
Social Donut acquires publisher first network Traffic Venue
Mumbai: A performance-driven network, Traffic Venue, has been acquired by Social Donut for an undisclosed amount. Traffic Venue will become part of Social Donut, a global digital marketing and performance agency. From now on, the network will be known as Traffic Venue, a Social Donut Company.
With marketers demanding increased accountability for their marketing spend and building brands through performance marketing channels, Social Donut’s continued growth strategy will be supported by the acquisition of Traffic Venue. In addition, it extends Social Donut’s suite of performance marketing solutions for marketers.
With a vision that creativity and marketing should combine in an era of digital transformation, Social Donut was established in 2018. Besides emphasising creativity, the firm develops data-driven concepts targeted at new-age clients, as well as outreach skills to influencers and talent. This acquisition will provide Social Donuts clients with better access to new data-driven solutions, and the existing clientele of Traffic Venue will benefit from the overall creative emphasis in marketing.
“Creating brands online through smart targeting, engaging creative, and seamless experiences is what advertisers care about, and Traffic Venue is the leading solution provider in this hyper-growth category. The combination of their expertise in this segment and our experience working with large portfolio enterprises and global performance marketers has enabled us to offer clients at all stages of their growth a full suite of performance marketing solutions,” said Social Donut co-founder and head of performance marketing Himanshu Pandey.
Traffic Venue was founded by Anurag Kalra and combines expertise in digital performance and ad platforms.
“We truly share the same DNA. Together with Social Donut, Traffic Venue serves the leading brands on a global scale, extending our capabilities and offerings to provide solutions beyond traditional solutions,” said Kalra.
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.
