MAM
Zee TV and Amagi shake hands for geo-targeted advertising
MUMBAI: Getting more money out of advertising-that is always what everyone wants and Amagi Media Labs gives channels and advertisers just what they have been wanting for long in the form of geo-advertising and it is slowly building up its portfolio of clients as well as creating a name for itself in the TV industry.
Recently, the Bengaluru-based innovative ad solution providing company, Nickelodeon and HUL got in bed together to geo target the MNC FMCG‘s brand. Now, going a step further, Amagi has stitched together a partnership with Zee TV to customise ads as per location, making it the first ever deal with a national GEC. A month ago, sister channels Zee News and Zee Business from ZMCL partnered with it to provide regional advertisers inventory according to location. Now, because of this deal, viewers of Zee TV from different locations will get to watch different TVCs based on the area they are located.
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It already boasts of having more than 15 channels to which it offers this service and with a mass caterer like Zee TV on board, Amagi‘s 200 million viewer base is set to shoot up. Now, regional advertisers will have a chance to promote their brands on a national level, albeit locally which will help increase reach. At the same time it’s a win-win for Zee TV as well, because brands catering to local audiences will pull in more viewers.
Commenting on the partnership, Zee TV chief sales officer Ashish Sehgal says, “By partnering with Amagi, we are once again making history. We are very happy to tie up with Amagi and make available a whole new set of targeting options for advertisers. Zee TV is also looking to increase its client base through geo targeting, which will help local clients target their specific markets on a large GEC and shift monies from print to Zee TV.”
Clearly, the aim is to get as many people on board and to make TV the prime medium to advertise. Amagi has been rated as the second fastest growing tech company in India by Deloitte Touche Tohmatsu. Looks like it is racing to be the first in this league.
Amagi business head L S Krishnan says, “Our advertisers have always been on the lookout for targeted offering on a large GEC. We are excited to offer Zee TV- leader in GEC space, to our advertisers. With this tie-up, Amagi continues to deliver on its vision of transforming the TV advertising space.”
One by one, GECs are being pulled in. This, even though some broadcasters have been skeptical about how effective this type of geo-targeted advertising will be. It would also mean selling spots for lower prices. Will Zee TV be fine with it? Seems as much.
Amagi has been created with an investment of Rs 70 crore and its current yearly revenues of about Rs 50 crore rupees seems to be going up the ladder.
It already has a long list of broadcast partners such as TEN sports, Times Now, CNBC Awaaz, IBN7, CNN-IBN, UTV Movies, Maa TV, Zoom, Udaya TV as well as Tata Sky as its DTH partner. Its list of advertiser clients includes Chevrolet, Toyota, Fortuna, Skoda apart from local ones such as Kuberan Silks, YLG, Mysore tarpaulins etc. It’s time to wait and watch who else jumps on the bandwagon.
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.
