MAM
Nmacc presents India’s first ice ballet, Nutcracker on Ice
MUMBAI: Mumbai’s festive calendar has found a new showstopper. The Nita Mukesh Ambani Cultural Centre has unveiled Nutcracker on Ice, India’s first full-scale ice ballet, bringing the world’s most loved Christmas story to life on a gleaming rink inside The Grand Theatre.
For the first time in the country, a purpose-built ice stage has been created within a theatre, hosting 23 international figure skaters of Olympic calibre. Set to Tchaikovsky’s timeless score, the production blends classical storytelling with high-adrenaline athleticism, transforming the familiar tale into a spectacle that feels both grand and surprisingly intimate.
Positioned as a limited-season Christmas tradition exclusive to Mumbai, Nutcracker on Ice aims to offer audiences something beyond the usual festive fare. Hand-crafted costumes designed for ice performance add visual flourish, while the choreography balances elegance with jaw-dropping speed and precision. The result is a show that appeals as much to families and first-time theatre-goers as it does to culture enthusiasts.
To build anticipation, the promotional campaign leaned into social-first storytelling, spotlighting the scale of the production and its once-a-year appeal. An influencer-led activation, conceptualised by Schbang and executed by the Nmacc brand team, added a playful twist. Popular food creators reimagined the Nutcracker in dessert form, including a festive hot chocolate recipe by baker Shivesh, drawing younger audiences into the narrative.
The buzz was further amplified through outdoor hoardings across key city locations, reinforcing the show’s status as a seasonal must-see.
Schbang president brand solutions Jitto George, said the focus was clear. The aim was to position the production not simply as another performance, but as the Christmas experience of the year. The novelty of watching elite skaters perform on real ice inside a theatre was central to making it part of people’s festive plans.
With Nutcracker on Ice, Nmacc adds another cultural milestone to its growing repertoire, proving that global-scale productions can feel right at home when crafted with imagination, spectacle and a touch of Christmas wonder.
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.
