MAM
Scarecrow Communications wins Pentair account
MUMBAI: US-headquartered global water solutions and purification solutions provider company Pentair Water solutions has appointed Scarecrow Communications, Delhi as its advertising agency.
Scarecrow will handle all aspects of Pentair’s communication including creative, strategy, design, activation and media.
Pentair managing director and country head Mukund Vasudevan said “We look forward to work with Scarecrow not only to build our brand in the Indian market, but also increase overall awareness for water-related issues.”
Scarecrow ECD Delhi Anindya Banerjee added, “Water Solutions is an interesting, yet challenging category especially in the Indian context. We look forward to partnering one of the leading water solutions specialists in the world.”
Pentair Water offers water and waste management systems, water flow (pumping) and swimming pool solutions. It is known for technology and the range of products that are used in industrial applications, commercial Installations, municipal requirements and residential water solutions.
The company claims a pan Indian presence with over 600 employs in India. Some of its projects include providing filtration solutions at IGI Airport, New Delhi, Taj Presidency Mumbai, pump packages at Gautam Buddh International circuit (F1 track), GMR Aerospace project in Hyderabad, Michelin Factory, Bhogat Oil Terminal for Cairn Energy and PepsiCo and pool equipment installations at ITC Maurya, Delhi and Taj Hotel Bangalore.
Scarecrow Communications founder director Manish Bhatt added, “Pentair is a global brand. Yet in India, as far as branding goes, it is almost starting from scratch. So there is no baggage. So we can roll out the brand experience in India with maximum freedom.”
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.
