Brands
Flipkart’s Big Bang Diwali sale explodes onto screens
MUMBAI: When Flipkart says its Big Bang Diwali sale is explosive, it means it, quite literally. In a bold, cinematic twist on festive advertising, the e-commerce giant has teamed up with FCB Kinnect to light up screens (and emotions) with its most boisterous campaign yet.
This year’s Diwali campaign ditches the done-to-death tropes of smiling families and twinkling diyas. Instead, Flipkart goes full fireworks, dramatising the idea of “out with the old, in with the new” in spectacular slow motion.
In the film, India’s most stubborn possessions, cracked-screen phones, creaky chairs, faded shirts, get their grand goodbye. They’re paraded into a warehouse and set off like festive rockets, each blast synced to the nostalgic tune of “Intehaan ho gayi intezaar ki.” The result? A visual symphony of emotion, chaos, and cathartic release.
“We made a different kind of Diwali ad for a different kind of Diwali sale,” said Flipkart VP – marketing & growth Pratik Shetty. “It’s about letting go of the old and resetting into something better with a bang.”
The campaign captures that bittersweet tug-of-war between attachment and renewal: a truth that hits home for every Indian household this season. With deals that are as explosive as the visuals, Flipkart’s Big Bang Diwali sale urges shoppers to finally upgrade everything they’ve been holding onto.
FCB Kinnect CEO Rohan Mehta summed it up neatly, “It’s not just about selling products, it’s about selling the feeling of upgrading your life. That’s what Diwali is truly about.”
FCB Kinnect CCO Neville Shah added, “We wanted to make a Diwali blockbuster: equal parts emotion, drama, and nostalgia. Watching old things go out in a blaze of glory felt like a love letter to everything we’ve outgrown.”
From cracked screens to shiny new dreams, Flipkart’s latest festive saga is a bang-on reminder that sometimes, letting go really is worth celebrating.
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.
