Brands
Britannia Treat Croissant partners with Snapchat
Mumbai: Have you ever had trouble pronouncing ‘Croissant’? You’re not alone! To help you make Croissant roll off the tongue like poetry, Britannia Treat Croissant has teamed up with Snapchat to launch an exciting new lens that puts your pronunciation skills to the test with a twist. Introducing the Britannia Treat Croissant Pronunciation Challenge—a playful way to connect with friends while showing off your linguistic flair!. This collaboration comes as an extension of the ongoing efforts by the brand, after the ‘Croissant Pronunciation Expert’ internship, to help consumers in mastering the pronunciation of this tricky word.
With this interactive lens, Snapchatters can say “Croissant” (pronounced: kva-sawng) and watch as a meter gauges their pronunciation. If you stumble, don’t worry! You can try again until you nail it. And when you do, you’ll be rewarded with a virtual croissant crown to flaunt in your selfies. Share your crowned moments with friends and see who can master the art of saying “Croissant” the best!
Snapchatters are known for their love of innovative formats and gamified experiences that make interactions more engaging and fun, much like croissant lovers. This new lens perfectly taps into that spirit, offering a unique challenge that combines technology and entertainment, bringing them together over the joy of pronouncing ‘croissant’ correctly.
Britannia’s chief business officer, bread, cake and rusk Yudhishter Shringi said “We are happy to partner with Snapchat, marking a unique collaboration that blends our innovative spirit with Snapchat’s dynamic platform. Both Snapchat and the croissant audience share a passion for creativity and trendsetting, making this partnership a perfect match. We have been seeing great traction for the lens where Snapchatters are actively sharing, saving and spending considerable time interacting with the lens. With Britannia Treat Croissant, we are committed to exploring unique avenues to connect with our consumers and elevate their experience. This initiative is not just about making ‘Croissant’ easier to pronounce; it’s about enhancing awareness and embedding Britannia croissants into the everyday lives of our consumers. Our goal is to make Britannia synonymous with delicious croissants, and this partnership is a significant step in that direction.”
“We’re thrilled to partner with Britannia Treat Croissant for the Croissant Pronunciation Challenge on Snapchat. This innovative lens perfectly captures the fun and engaging spirit of our platform, allowing Snapchatters to connect and compete in a playful way. It’s exciting to see how technology can bring people together over something as simple and delightful as pronouncing ‘croissant’ correctly. We look forward to seeing Snapchatters across India embrace this challenge and share their crowned moments with friends”. said Snap Inc. head of advertising solutions – India Neha Jolly Sawhney.
So, gather your friends, put your pronunciation skills to the test, and let the croissant crown battles begin, as this latest lens from Britannia Treat Croissant is another delightful way for Snapchatters to connect, laugh, and celebrate their unique talents.
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.
