MAM
VivaKi Specialist Services launches in India
MUMBAI: VivaKi India has announced the creation of VivaKi Specialist Services (VSS).
This entity will become a hub of several service units that are already part of Starcom MediaVest Group (SMG); they will combine with Solutions Integrated.
Says VivaKi country chair–India Srikant Sastri, “VivaKi is an accelerator and aggregator of the media, digital and marketing services we offer clients.”
The integrated hub will comprise Enhance (experiential and retail/trade marketing); Xpanse Asia (rural marketing); and Navia and Vector (out-of-home units). They will continue to be managed by their respective heads who will currently report to VivaKi country chair–India Srikant Sastri.
Solutions Integrated executive vice president Barinder Bahadur Mathur has moved to the hub and will partner with both Kaushik and Sandip, to develop new businesses and maintain commercial compliance.
Says Starcom MediaVest Group – India chairman CVL Srinivas, “Aggregating and scaling the specialty service structure will benefit clients and help them get closer to consumers in more ways than before. SMG created these units over the years, which are today brands in their own right. This realignment will help these units expand further within the VivaKi community. The mainstream media planning companies will continue to work closely with these units.”
The small town and rural marketing arm [Xpanse Asia] will, continue to be led by Sandip Bansal as its country head.
The retail/trade marketing and experiential marketing unit [Enhance] and out of home companies [Navia and Vector] will continue to be headed by Kaushik Chakravorty as the chief operating officer.
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.
