Brands
Western Union signs Shah Rukh Khan as brand ambassador
MUMBAI: Western Union, a global payment services company, has announced its association with the ‘King of Bollywood’ – Shah Rukh Khan, as its brand ambassador. With a massive fan following across the world, Khan will now represent Western Union and its quick, convenient and reliable money transfer services, offered across 200 countries and territories.
Western Union salutes ‘global’ citizens who cross borders to work and live. Many of these people trust Western Union services to send regular financial support to their families and stay connected with their loved ones back home. According to research carried out by Western Union, watching movies from their native country is one of most common things that connect migrants to their homeland. The survey also revealed that for Indian diaspora who are living and working outside the country, Bollywood ranked second in terms of platforms helping them to remain connected to their homeland.
Khan’s popularity, his remarkable ability to connect with his audiences across all age groups around the world, especially the connections he builds for the South Asian diaspora to their home countries, resonates with the Western Union brand promise of bringing families closer to their loved ones.
Western Union regional VP & managing director- India & South Asia Kiran Shetty said, “We are very excited to have Shah Rukh Khan as a Western Union ambassador, as he truly symbolizes our ability to create connections for families around the world with their loved ones back home. We are certain, that with this association, our consumers across the globe will feel even closer to home.”
Western Union consumers in the US and UK have already started to experience the charisma of Khan as he features in campaigns that remind Indian diaspora of the ease and reliability that Western Union provides when sending money to loved ones back home.
“I am extremely thrilled to be part of the Western Union family. Via their services they connect people around the world with their loved ones, like I do with my films. Western Union’s reliable, fast and convenient service is what makes Western Union popular amongst consumers across the globe – Transferring money, is fat-a-fat, or quick and easy,” said Khan.
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.
