MAM
Salman Khan meets his past self in Pepsi’s latest TVC
Mumbai: In a bid to double the swag quotient, beverage brand Pepsi has unveiled its latest campaign featuring brand ambassador Salman Khan in a dual role. Bringing back the nostalgia of the 90’s, the TVC showcases the star coming face-to-face with ‘Prem,’ one of his popular characters from the decade. The TVC will be amplified via a robust 360-degree campaign spanning TV, digital, outdoor, and social media.
The ad film opens out on a bungalow that seems to belong to a 90’s Bollywood film set. The narrative hinges on modern-day Salman bumping into his younger version, Prem and the fun banter that ensues between the two Salmans. Thrilled to see his hunky future avatar, Prem engages Salman in a series of questions to know more about his future self.
The brand makes use of hi-tech Deepfake technology to recreate and bring to life the Bollywood character. Sharing his views on the campaign, the director of the ad film Ayappa KM said, “For the first time in Indian advertising, Pepsi has used hi-tech DeepFake technology to resurrect Salman from the 90’s. While it’s a throwback to the past, the tech is a peek into the possibilities of the future.”
“My fans have showered love to all my characters over my career, however Prem has held a special place in their hearts as well as mine,” said Salman Khan. “It brings me great joy to bring back Prem as a blast from the past with Pepsi for my fans for this new campaign.”
“As a culture-curator, Pepsi has constantly endeavored to bring entertaining campaigns for its consumers through innovative storytelling,” said PepsiCo India category lead- cola Saumya Rathor, on the launch. “With Bollywood being a key consumer passion point in India, this new campaign takes the Swag narrative several notches higher by featuring not one but two Salman Khans. For the first time in Indian advertising, we have leveraged hi-tech deep fake technology to recreate one of the most iconic characters of Indian cinema. We are confident that this campaign will resonate strongly with our consumers, given the entertainment quotient in this film.”
“We felt an instant rush when the brief landed on the table – to create a big summer campaign for one of the most legendary brands on the planet, featuring the biggest superstar in the country. Cliched as it may sound, we wanted to break category codes and push all the P’s of marketing to its absolute limit. It was a delight working with those who backed us to the hilt with this idea,” the film’s writer Devaiah Bopanna commented.
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.
