MAM
AR Rahman joins JBL’s new campaign
MUMBAI: Manufacturer of audio solutions, Harman International India, has roped in AR Rahman, as the India brand ambassador for JBL by Harman‘s “Hear the truth” – a multi-year campaign featuring an evolving roster of international musicians.
In the coming weeks and months, Harman will launch its advertising campaign, social media engagement, intended to challenge listeners to “Hear the truth,” a campaign designed to resonate with JBL‘s long-time fans and music lovers, through the artists and songs they adore.
Musicians across genres around the world will be inducted throughout this multi-year campaign. Harman will also re-launch the JBL website (JBL.com) featuring the brand tagline and introduce expanded e-commerce and multilingual capabilities.
Rahman will feature in the campaign highlighting “How AR Rahman listens to AR Rahman”. He joins Grammy Award-winning rock band Maroon 5, rock bands Styx and Night Ranger.
During the course of the campaign, JBL aims to utilise social media channels to share unique behind-the-scenes video content and video shoots with the featured artists.
These engaging clips will showcase the commitment, artistry and vision that the musicians bring to their craft so listeners and fans can “hear the truth.”
Rahman said, “The ‘Hear the truth‘ message from JBL is what I strive to achieve every day and I am proud to be part of this campaign. I‘m very fortunate to have passionate fans who expect exciting music from me – and I sincerely believe music should be heard the way every musician intends the audience to experience it. For me, that means it should be heard on JBL equipment.”
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.
