MAM
Cadbury Gems blasts off with a cosmic new ad campaign
MUMBAI: Cadbury Gems, India’s most playful bite-sized chocolate brand, is launching into orbit with its latest campaign, taking fun to a whole new galaxy. True to its tagline, Jitney Colours, Utni Masti, the campaign is a riot of colours, cosmic wonders and pure, unfiltered joy.
This time, the mischief heads beyond Earth, straight into the vastness of space, where an unexpected adventure unfolds. Bursting with quirky characters, dazzling visuals and a storyline packed with intergalactic excitement, the film is designed to fire up kids’ imaginations—and leave them reaching for a pack of Gems.
The TVC features a couple of astronauts are out in space repairing a spacecraft when one of them is distracted by a ball of Gems and chases it. He plucks one of the Gems candies from the sphere and lo behold it sets of a chain reaction which leads to the breaking up of a large satellite made up of Gems. The explosion scatters the little coloured chocolate delights into space to the astronaut’s delights who soaks himself in the shower of the candies. What makes the film fun for kids, is the background sounds and music that the Ogilvy creative team has used.
Rolling out across TV, digital platforms and social media, the campaign is set to beam its fun-fuelled energy to every corner of the country.
Mondelez India vice president – marketing Nitin Saini said, “Gems is an iconic brand that has sparked spontaneous masti for over five decades. Inspired by childlike curiosity and imagination, our new campaign brings the colourful Gems buttons to life in a wonder-filled cosmos. We hope consumers enjoy watching it as much as we enjoyed creating it.”
Ogilvy India chief creative officer Sukesh Nayak, added, “We are thrilled to launch a fun new campaign for Cadbury Gems. The brand stands for an explosion of colours and fun, and this film delivers on all of that and more. Kids everywhere are fascinated by space and its endless possibilities, so we’ve taken that curiosity and turned it into a visual spectacle. The film is bound to strike a chord with kids and could well become one of the most memorable chocolate ads of modern times.”
To watch the Cadbury Gems space commercial click here.
With its blend of vibrant storytelling, intergalactic masti and irresistible chocolate, Cadbury Gems is proving yet again that when it comes to fun, the sky’s not the limit—it’s just the beginning.
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.
