MAM
Zee TV unleashes pre-launch campaign for new 9:30 pm soap
MUMBAI: Interactive soap! That is what Zee TV calls its upcoming soap Saath Phere which replaces Kareena Kareena in the Monday to Friday 9:30 pm slot, starting 17 October. Prior to the launch, the channel has now kicked off a teaser campaign focusing on the outdoors.
Without naming the show, the hoardings ask the public to send in their viewpoints on certain issues which touch a woman’s life. The public is asked to send in their inputs through SMS to 7575. Also, the channel will be asking the viewers to send in their ideas about how they would want a certain plot to progress in the soap, at the end of each episode.
“The idea is to build intrigue around the questions. Saat Phere is going to be an interactive soap as it will be incorporating some of the best viewer feedback in its storyline. The soap will progress the way the viewers want,” states Zee TV marketing head Tarun Mehra.
Speaking on the campaign, Mehra adds, “The present campaign is the first stage of a broad marketing activity we are planning for the soap. Since Saat Phere is targeting the mass audience, the stress will be on on-ground activities. We will be tapping occasions like the Durga Pooja festival in Kolkata and the upcoming Delhi Marathon.”
Commenting on the decision to wind up Kareena Kareena, Mehra says, “The show was targeted at a specific audience and it has achieved its goal. The soap has contributed significantly to the channel in terms of sales, perception and image. Now it is time to move on.”
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.
