MAM
Generali Central Insurance launches ‘Happy Women’s Pay’ campaign
Insurer reframes Women’s Day around equal pay with real employees in focus.
MUMBAI: Generali Central Insurance just swapped bouquets for balance sheets because this Women’s Day, the real gift is a paycheck that doesn’t discriminate. Generali Central Insurance, the joint venture between global insurer Generali and Central Bank of India, has launched a bold new campaign titled ‘Happy Women’s Pay’ ahead of International Women’s Day. The initiative shifts the conversation from symbolic appreciation to systemic accountability, placing equal pay at the centre of the celebration.
The campaign film features eighteen real women employees of the organisation, using evocative slam poetry to contrast traditional Women’s Day gestures flowers, cupcakes, corporate greetings with a deeper call for equal treatment that lasts all year. It underscores that true recognition means fair pay and opportunity every day, not just on 8 March.
Generali Central Insurance chief marketing for customer & impact officer Ruchika Malhan Varma said, “For us, International Women’s Day is not about symbolic gestures but about driving change that lasts all year. With Happy Women’s Pay, we shift the focus from appreciation to accountability, placing equal pay at the heart of true celebration.”
Mullen Lintas (the agency behind the film) chief creative officer Ram Cobain added, “Words have power, and sometimes a single word-swap is all it takes to invert a day. We used slam poetry juxtaposed on real women from Generali Central Insurance to bring it alive. It’s raw and real just like a campaign on real change ought to be.”
The campaign aligns with Generali Central Insurance’s broader vision of building fair, future-focused and accountable institutions. By leading with its own workplace practices and featuring actual employees, the brand demonstrates that meaningful gender equality starts internally before it can influence society.
In a year when Women’s Day cards are plentiful but pay parity remains elusive, Generali Central Insurance isn’t just joining the conversation, it’s rewriting the greeting to say: equality isn’t a once-a-year wish, it’s a 365-day wage.
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.
