MAM
Animeta’s star power turns influence into real business currency
MUMBAI: When influence meets intelligence, the result is Animeta Brandstar’s latest winning streak. The tech-data enabled influencer marketing firm has been scripting campaigns that don’t just trend, they translate into measurable brand outcomes.
Take Uber India’s campaign with cricket stalwarts Gautam Gambhir and Ravichandran Ashwin. Known for their stern on-field personas, the duo were reimagined in playful avatars, highlighting how Uber flips daily commutes from frustrating to delightful. Animeta managed the marquee talents and execution, sparking chatter across social feeds and proving its knack for stitching stars into relatable, mass-consumption narratives.
And that’s just one play. Since July 2025, Animeta has rolled out 30 influencer campaigns, activating 1000 plus creators across Instagram, Youtube and Snapchat. In the same period, it has partnered with 20 new brands, while also retaining repeat mandates from stalwarts, a testament to its consistency.
The roster spans global giants like Amazon Fashion, Starbucks, Warner Music and Uber, alongside homegrown champions such as GCPL and Jyothy Labs, whose everyday staples Cinthol, Maxo, Margo, Exo and Pril have been re-energised through creator-driven storytelling.
Animeta also helmed influencer rollouts for fresh launches: Shotgun, Fratelli’s carbonated wine label; Ninja, GCPL’s pet food brand debuting in Chennai; and Reposenergy, a doorstep fuel delivery entrant making waves in a nascent category.
At its core is the Animeta Brandstar platform, which powers creator discovery from a verified pool of 85,000 plus profiles, minimises spillovers, and tracks campaigns in real time. Performance isn’t just judged on reach but also advanced metrics shares, saves, click-throughs and trials linking influencer buzz directly to consideration, leads and even sales. The result: a 30 per cent ROI uplift compared to industry benchmarks.
“Influencer marketing today is no longer just about amplification, it’s about authenticity, storytelling, and business outcomes. At Animeta, we take pride in servicing diverse categories and partnering with brands at every stage whether they are global leaders, homegrown stalwarts, or ambitious challengers. What sets us apart is our ability to consistently deliver across objectives, from awareness to trials, leads and even creator-led commerce,” said Animeta Brandstar SVP for branded content & creator strategy Biswamitra Ray (Vishu Ray).
From scaling pop culture with Arijit Singh, Ed Sheeran and Guru Randhawa, to onboarding micro- and nano-creators for hyperlocal impact, Animeta has shown it can flex seamlessly across the spectrum.
Looking ahead, the company is doubling down on its promise to unlock full-funnel influencer marketing. As advertisers increasingly demand conversion-driven storytelling over vanity metrics, Animeta is positioning itself as the partner that blends data, cultural relevance and creator firepower into campaigns that both trend and transact.
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.
