Malaysia Airlines continues its multi-city India Mall Activation Tour with a high-visibility showcase in Hyderabad, strengthening direct engagement with outbound travellers in one of its key growth markets.
As airlines look to build stronger brand recall in high-potential outbound markets, experiential, retail-led activations are becoming an effective tool to influence travel decisions at the planning stage. Malaysia Airlines’ latest mall activation in Hyderabad reflects this strategy, allowing the carrier to engage directly with consumers while reinforcing Malaysia’s appeal as a leisure and transit destination.
The three-day showcase takes place at Sarath City Capital Mall from 28 to 30 November 2025, marking the second leg of the airline’s India Mall Activation Tour following its opening chapter in Mumbai.
The Hyderabad activation records strong footfall across all three days, with families, young travellers and holiday planners engaging across interactive zones, destination displays and consultation desks. The presence of leading travel partners — including Akbar Holidays, Riya Tours & Travels, SOTC, Thomas Cook and Kesari Tours — allows visitors to explore packaged holidays and customised itineraries supported by Malaysia Airlines’ network via Kuala Lumpur.
The format enables consumers to access destination information, promotional offers and booking advice in a single setting, strengthening the airline’s visibility in a city that continues to show growing outbound demand.
Dersenish Aresandiran, Chief Commercial Officer of Airline Business, Malaysia Aviation Group, says the Hyderabad activation reinforces India’s importance within the airline’s commercial strategy.
“Our presence in Hyderabad reaffirmed the strong potential of India as an outbound travel market. The enthusiasm we witnessed reflects a growing desire among travellers to explore newer experiences supported by convenience and value,” he says, adding that such initiatives help the airline connect with more travellers across the country.
The Hyderabad showcase features multiple activity zones designed to appeal to different traveller segments. Families gravitate toward the LEGOLAND® zone, where children participate in a LEGO® Ferrari ‘Build & Race’ challenge across timed sessions. Football fans engage with a Manchester United-themed zone, reflecting Malaysia Airlines’ role as the club’s Official Commercial Airline Partner, with interactive experiences and photo opportunities bringing the partnership to life.
Giveaways, exclusive promotions and on-ground engagement add to the activation’s appeal, positioning travel planning as an immersive experience rather than a transactional exercise.
Following Hyderabad, the Malaysia Airlines Mall Activation Tour continues in:
• Phoenix Mall of Asia, Bengaluru (5–7 December 2025)
• Ambience Mall, Gurugram, Delhi (12–14 December 2025)
• South City Mall, Kolkata (19–21 December 2025)
For the trade, the tour underlines Malaysia Airlines’ sustained investment in the Indian market, blending consumer-facing engagement with partner-led selling to drive leisure travel and network utilisation in the months ahead.
