Brands
Infosys onboards tennis Icon Rafael Nadal as ambassador for the brand and Infosys’ digital innovation
Mumbai: Infosys, a global leader in next-generation digital services and consulting, today announced a three-year partnership with global tennis star Rafael Nadal. Globally acknowledged as one of the legends in sports, he also has had the ability to change with the changing rigors of tennis over the years. Nadal is a perfect embodiment of what it takes individuals or business leaders to evolve and continually navigate their next.
As the digital innovation partner for the ATP Tour, Roland-Garros, Australian Open, and The International Tennis Hall of Fame, brand Infosys has helped reimagine the tennis ecosystem for a billion fans globally leveraging AI, cloud, data analytics and digital experiences. Infosys has pioneered video and stats analysis platforms for players and coaches to revolutionize training, bolstered match analysis with AI-assisted journalism platforms for broadcasters to post engaging content and introduced new ways for fans to engage with the game. Other innovations, from Infosys, for the tennis ecosystem include explorations in the digital universe including mixed reality, social VR and 3D art museums to expand the history, and heritage of tennis to fans globally. Most recently, Infosys launched the Carbon Tracker, allowing ATP players to track and offset emissions from their travel on tour. It is a first of its kind sustainable tech in any sport.
In addition, Infosys’ partnerships with tennis have also extended to serve communities around the world, a good example being STEM (science, technology, engineering, and mathematics) education, made engaging through the lens of tennis, to enable young children to develop a deeper appreciation for STEM studies together with Tennis Australia.
Nadal said, “I’m very happy to work closely with Infosys, as they work to not only evolve the experience of tennis to the times, but also empower people in our communities to be part of a brighter future. I love the way Infosys has brought its digital expertise across industries to the global tennis ecosystem. It has transformed the tennis experience for a billion global fans and truly empowered all players on the tour with analytics that they could have only dreamt of a few years ago. Also, the impact that Infosys is making beyond the court – creating the next opportunity for people, businesses, and communities – deeply inspires me. I believe it’s our shared aspiration to create societal good that makes our handshake truly meaningful.”
To mark this – Nadal’s first-ever collaboration with a digital services company – Infosys and Nadal’s coaching team are developing an AI-powered match analysis tool. This personalized tool will be available in real time to Nadal’s coaching team to simultaneously track insights from his live matches, when he is back on tour, along with historical data from his earlier matches.
Infosys CEO & managing director Salil Parekh said, “It is an honor to welcome Rafa – one of the world’s most respected champion athletes and humanitarians – as an ambassador for Infosys. He is someone who personifies the spirit of always evolving, never giving up, utmost dedication and determination to give the very best in every situation. We are inspired by his approach, and it reflects our own aspirations to continuously evolve and always remain relevant for our clients.”
Brands
Malaika Arora launches accessories brand Maejoy
The Bollywood star’s lifestyle brand, built with Myntra and Exceed Entertainment, promises aspirational fashion without the high price tag
MUMBAI: Malaika Arora is not the first Bollywood star to put her name on a brand, and she will not be the last. But Maejoy, the accessories label she has launched in partnership with Myntra Jabong India Private Limited (MJIPL) and talent outfit Exceed Entertainment, at least has a sharper pitch than most. The brand drops with 250-plus styles spanning handbags and lab-grown diamond jewellery, two categories that sit squarely in the sweet spot between aspiration and affordability, and lands on Myntra’s platform from day one, putting it in front of millions of shoppers without breaking a sweat.
The handbag range covers the full gamut: crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks and clutches, rendered in synthetic leather, raffia, braids, satin, rhinestone and metallic finishes. The jewellery line runs to rings, earrings, pendants, bracelets and tennis bracelets in silver, gold and rose-gold tones, set in 925 sterling silver with IGI and GCI certified lab-grown diamonds. The brand’s guiding philosophy, “The Joy of Being Me,” stakes its claim on individuality and self-expression; its three brand pillars, Authentic, Empowering, Accessible, are the usual suspects, though the lab-grown diamond bet is savvier than it sounds. Lab-grown stones now sell at a fraction of the price of mined ones, and the category is growing fast in India as younger buyers wise up to the arbitrage.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business, or through my personal style, I’ve championed the idea that fashion should be empowering yet effortless. The brand aims to democratise global fashion trends while offering women something that extends the feeling of luxury every day, be it a lab-grown diamond or a perfectly crafted handbag,” said Malaika Arora, founder of Maejoy
MJIPL, the B2B wholesale arm of Myntra, is putting its design and brand-building muscle behind the venture. Suman Saha, chief experience officer and head of house of brands at MJIPL, was bullish on the tie-up.
“Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space. We believe the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers.”
Suman Saha, chief experience officer, head of house of brands, MJIPL
Afsar Zaidi, chief executive of Exceed Entertainment, the talent management firm that helped broker the deal, has worked with MJIPL before and was characteristically direct about what makes Arora an unusually bankable partner.
“Building celebrity-led brands requires a delicate balance of authenticity and market viability. Malaika is a rare talent who commands equal respect as a fashion icon and a savvy businesswoman. We are proud to facilitate this partnership that brings together her creative clout and Myntra’s brand-building excellence,” said Zaidi
Celebrity fashion brands live or die on one question: does the star actually wear it, or is the cheque the only thing they signed? Arora, who has spent three decades as one of Bollywood’s most-watched style references, has at least built a plausible case. Maejoy is live now on www.myntra.com and the Myntra app. The real test, whether shoppers buy the handbag or just the hype, starts today.
