MAM
FCB Ulka campaign for Candyman Jellicious’ new flavor, Orange
Having entered the fruit based jelly confectionery segment with Jellicious Strawberry,Candyman has introduced its second flavor, Jellicious Orange.
Taking the ‘wiggle-wobble’ property forward, FCB Ulka has given a fresh twist to the brand idea, much to the merriment of kids all around.
The film revolves around a boy visiting a natural history museum along with his parents. When his dad’s camera is taken away by the overtly stern curator, the boy decides to take things into his own hands. He tosses a few Jellicious Orange candies into the mouths of the artifacts, causing the T-Rex, a mummy and finally the curator himself, to do the wiggle-wobble dance.
Speaking about the new film, FCB Ulka Vice President – Bangalore Dennis Koshy said “The Jellicious promise has always been that of being a fun starter. The category demands that the commercial not only appeal to the tween, but also to the adult. The unusual setting adds to the fun image the brand has created for itself”.
FCB Ulka Bangalore Creative Director Dharmesh Shah adds, “Our attempt was to make an entertaining and clutter-breaking ad. The T-Rex and the mummy dancing is sure to catch your attention. Also, the wiggle-wobble jingle is very catchy and complements the dance beautifully.”
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.
