MAM
Quaker welcomes Kiara Advani and Sidharth Malhotra as brand ambassadors
Mumbai: Quaker, a trusted name and pioneer in the oats segment, proudly announces the addition of celebrity power couple, Kiara Advani and Sidharth Malhotra, as its newest brand ambassadors. This momentous collaboration signifies the fusion of Quaker’s 145-year legacy in advocating the ‘goodness of oats’ worldwide with the contemporary influence and appeal of Kiara and Sidharth.
The brand has been dedicated to delivering their valued promise of bringing oats to more people in more delicious ways and has pioneered innovative ways to uphold this commitment. As a modern nutrition brand offering a diverse range of oats-based options, Quaker continues to redefine how oats are embraced, establishing them not just as a breakfast choice but as versatile ingredients for a variety of tasty and nutritious meals.
Relaying her excitement, Kiara Advani, commented, “Oats have been a constant part of my diet, a delightful addition that I truly love. They’re my morning and evening essential, a wholesome choice with nutritious energy. Partnering with Quaker resonates with my belief in maintaining a balanced lifestyle without compromising on taste. I’m excited to collaborate with Quaker to highlight how oats, with their inherent goodness, effortlessly elevate everyday meals, making conscious eating both convenient and delicious.”
“Teaming up with Quaker feels like the perfect match, as oats have long been my go-to to get an energized start to the day. When it comes to a speedy, wholesome meal, they are my top pick; quick to make and filled with goodness. I look forward to showcasing how these versatile oats seamlessly fit into anyone’s schedule, transforming mindful eating into a delightful journey.” expressed Sidharth Malhotra.
In her remarks on the announcement of Kiara and Sidharth as brand ambassadors, PepsiCo India associate director and category lead – Quaker Sravani Babu said, “With Kiara Advani and Sidharth Malhotra joining the Quaker family, their vibrancy, relatability, and commitment to a balanced lifestyle complement Quaker’s ethos perfectly. Kiara’s vivacious energy and Sidharth’s active lifestyle resonate with today’s generation, making them influential advocates for a wholesome way of living. Their shared values align seamlessly with Quaker’s mission, enhancing the brand’s endeavour to inspire individuals to embrace oats as a delicious and beneficial dietary inclusion. Together, Kiara and Sidharth bring not only star power but also an authentic passion for wellness, making them ideal ambassadors to further champion the ‘goodness of oats’ message.”
The new brand ambassadors will play a pivotal role in forthcoming campaigns and launches, engaging audiences in the oat-a-licious journey.
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.
