Brands
Casio turns back time as Vintage AQ-240 ticks with Gen Z attitude
The Never Just One campaign blends retro charm with modern mood for India’s youth.
MUMBAI: If time could shape-shift, it would probably wear a Casio. Casio India has rolled out a fresh campaign for its Vintage series, putting the spotlight on the AQ-240, a watch that leans into nostalgia while keeping pace with modern, ever-evolving identities. Part of Casio’s broader Future Classics line-up, the AQ-240 draws from the brand’s heritage while reinterpreting it for today’s sensibilities. The new campaign is anchored in a simple but telling idea: Never Just One. It mirrors a generation that refuses to be boxed into a single identity fluid in style, mood and self-expression much like the watch itself.
Vintage Casio watches have long enjoyed cult status, particularly among Gen Z and millennials. With this campaign, the brand doubles down on that connection, positioning the AQ-240 as a timepiece that adapts seamlessly to different roles and moments. Set against the pulse of contemporary urban culture, the campaign film captures how young consumers shift effortlessly between personas, styles and settings.
At the centre of the AQ-240 is its defining feature, a dual-display dial that fuses analogue hands with a digital screen. The sun-ray dial finish adds depth and clarity, while the distinctive TV-shaped digital window delivers a strong retro cue. Available in silver, blue and gold variants, the watch balances throwback aesthetics with everyday versatility.
“Through this product series and its campaign, we celebrate a generation that is dynamic, diverse and always redefining itself,” said Casio India managing director Takuto Kimura. “The AQ-240 embodies this same spirit merging analogue and digital, retro and modern while staying attuned to the cultural rhythm of modern India.”
The campaign has been brought to life by Homegrown and directed by Varsha Patra. Using abstract yet striking visuals, the film leans into the idea of duality not just in the watch’s design, but in the mindset of its audience. The result is a narrative that feels less like a product showcase and more like a reflection of how young India sees itself.
With Never Just One, Casio reinforces why its Vintage line continues to resonate decades on. In an era that values reinvention as much as authenticity, the AQ-240 positions itself as more than a watch, it’s a reminder that style, like time, doesn’t stand still.
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.
