MAM
Cloudtv gives ads a new dimension with India’s first 3D CTV formats
MUMBAI: Forget skipping ads now you might just stop and stare. Cloudtv, India’s first certified Smart TV OS, has switched on a bold new innovation in Connected TV: 3D Ad-Units. Rolled out across its OS-powered devices, the new format promises to shake up how brands pop on screen, offering advertisers a premium, non-intrusive showcase that sticks in the mind.
Already powering 250-plus smart TV brands and reaching over 12 million users across Tier 1, 2 and 3 markets, Cloudtv is no stranger to scale. But with India’s Connected TV market projected to hit 25 million households by 2026, the company is betting that immersive, attention-grabbing formats will be the next frontier of advertising.
Early tests suggest the gamble is paying off. In a collaboration with Aiyo, an AI-first content studio, Cloudtv deployed its 3D ads for nutrition brand Myfitness. The result? A 25 per cent higher completion rate compared to regular masthead video ads proof that audiences are more likely to stick with the story when the visuals literally stand out.
For advertisers, the appeal is clear: a unique inventory that elevates campaigns beyond the flat, forgettable formats of traditional TV spots. For viewers, the difference lies in ads that engage without feeling like interruptions, creating a sleek, cinematic environment instead of clutter.
Addressing this strategic announcement, Cloudtv COO and co-founder Abhijeet Rajpurohit said, “The launch of 3D ads positions Cloudtv at the forefront of CTV innovation, catering to the growing demand for premium, high-impact advertising solutions. As brands look for new ways to differentiate their messaging and drive deeper engagement, Cloudtv’s 3D ad inventory offers a compelling alternative that stands out in the CTV advertising space.”
This isn’t the company’s only power play. Cloudtv has also rolled out a dedicated CTV advertising platform and struck a partnership with Magnite (NASDAQ: MGNI), the world’s largest independent sell-side ad company, to bring global heft to its marketplace. Alongside, a new website for brands, agencies and buyers now lets partners browse inventory, audience insights and campaign opportunities in one place.
By pushing beyond the limits of flat formats, Cloudtv is essentially opening a new dimension in CTV advertising, one where brand storytelling is immersive, measurable, and hard to ignore. In a screen space that’s heating up fast, the platform may just have given itself the 3D edge.
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.
