MAM
Emirates launches global ad campaign for Fifa World Cup
MUMBAI: Emirates Airline has launched its worldwide advertisement campaign to mark its Official Partner status of the 2006 Fifa World Cup. As had been reported earlier by Indiantelevision.com ESPN Star Sports has bagged the broadcast rights for the event in the Indian subcontinent.
Based on Emirates’ successful and award-winning Keep discovering campaign, the advertisements speak the language of the fans and the passion of football in a truly international and global context. The message of the campaign is that wherever you go and whatever cultural background you have, you’ll find people all around the world who have one thing in common: We all speak one language: Football.
The campaign has been developed by Saatchi & Saatchi in Germany. The multi-million dollar advertising campaign comprises TV, cinema, print, outdoor and online. The endeavour sought to tap into the fans’ passion for football as well as reinforcing the nature of Emirates as a global airline through clever and original visuals.
The television ads can be seen across the globe on CNN, BBC World, Discovery Channel, National Geographic, Euronews and Eurosport, among others, and will run from now until the end of March. The print campaign which runs in conjunction with the TV ads will be seen in target publications around the world including ‘The Sunday Times’, ‘The Daily Telegraph’, ‘The Sydney Morning Herald’ and other major international newspapers.
The advertisements, which are set in four different destinations which Emirates flies to and were rolled out through Emirates’ impressive global network of agencies, represent key regions including Dubai, South Africa, Hong Kong and Italy. In each case the story revolves around travellers discovering they have one thing in common which unites them with the locals in each destination – a love of football.
Emirates claims that fans in online polls across Europe have responded well. Readers of Italy’s W&V – a marketing, advertising and media publication and Germany’s TV Spielfilm which provides dope on TV programmes have both voted the advertisement as among their favourites on air.
The ads are themed around the image of a person running with his arms outstretched, mimicking an aircraft, which cleverly combines the culture of football with the awareness of Emirates Airline. The company’s corporate communications department is working closely with more than 100 PR and advertising agencies around our network to optimise the investment made in the sponsorship of the World Cup.
Emirates’ sponsorship of the 2006 Fifa World Cup is a major part of the airline’s ongoing marketing focus of using sports sponsorship as a way to reach to its passengers and to connect directly with them. The aim is to get the message across that Emirates is a truly global brand.
Emirates’ chairman Sheikh Ahmed bin Saeed Al-Maktoum said, “For Emirates, sponsorship is an important means of reaching out to our passengers worldwide, through sharing and supporting their interests. Our massive investment in football underscores our confidence in the continued international growth of Emirates, and in the growth of Dubai as a regional hub for business, tourism and sports.”
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.
