Brands
Hero MotoCorp pitches Glamour X as love at first ride
FCB Interface film reimagines the 125cc motorcycle through a futuristic romance
NATIONAL: Hero MotoCorp has unveiled a new brand film for Glamour X, using science fiction and nostalgia to reposition its flagship 125cc motorcycle for a younger, tech-savvy audience.
Created by FCB Interface, the campaign imagines a futuristic world in which a robot develops an unexpected emotional bond with Glamour X, set to the iconic track Pehla Nasha. The film leans on visual spectacle and sentiment to frame the motorcycle as an object of desire rather than mere utility.
The campaign marks a deliberate push to upgrade the perception of the 125cc segment, traditionally viewed as economical and functional. Hero MotoCorp is positioning Glamour X as India’s most futuristic motorcycle in the category, equipped with category-first features such as cruise control, while remaining accessible on price.
Hero MotoCorp head of marketing Aashish Midha, said the campaign reflects the brand’s ambition to redefine everyday mobility. He added that Glamour’s long-standing popularity made it the ideal platform to showcase how advanced technology and affordability can coexist.
The campaign is currently live across television and digital platforms and is being amplified during the Men’s T20 World Cup to maximise reach among mass and youth audiences.
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.
