MAM
When Ikea got creative about sleep
Ikea, a global furniture and home furnishing brand, is promoting its sleep range products with clever print and outdoor campaign and positions itself as sleep expert.
Designed and conceptualised by Mother London, the ads focuses on the central theme of sleep and turn an energy drink, anti-ageing cream and vitamin pills into cool ads for the IKEA sleep range.
First ad showcases a bedsheet flowing out from an open energy drink can. The messed up sheet signifies liquid drink in the can which carries the message that ‘Sleep boosts our energy’. Second ad showcases, an eye cream jar with a quilt folded into it. The jar carries the message that ‘sleep is the most natural anti-ageing remedy.’ And the third ad showcases a medicine bottle from which pillows are flowing out and it carries the message that ‘Sleep naturally supplements focus and energy.’
These ads are part of a larger campaign ‘Tomorrow Starts Tonight’ that challenges sleep neglect by celebrating the truth that the more you sleep, the more you get out of life.
Read more news on Ikea
The new print campaign includes a trio of ads and was shot by photographer Amy Currell using large-scale models designed by Andy Knight.
A few weeks ago Ikea also launched a campaign where it reshared the tale of a tortoise and hare to talk about what we can achieve if we get a good night sleep.
Ikea is an iconic brand that is known for its products and its advertisng worldwide.
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.
