MAM
Horlicks’ new TVC addresses critical need of supporting immunity
MUMBAI: In line with Horlicks’ continuous commitment to nutrition, the brand has launched a new TVC highlighting how Horlicks*, consisting of immunity supporting nutrients like Zinc, Vit C and Vit D, can help support the body's defences.
With ‘Work from Home’ being the new normal, individuals are stretching themselves every day, balancing work from home and work at home. In these times, it is essential to look after each of the family members. Today, healthcare professionals are putting up a tough fight in the hospitals and their own immunity is critical to continue this battle. The new TVC beautifully captures this aspect with a thoughtful husband, making sure that his wife, a medical practitioner, is getting the immunity nutrients every day, to support her immunity in this fight.
HUL executive director foods and refreshment Sudhir Sitapati said, “In our battle against this pandemic, it is crucial to understand what each of us can do at an individual level. With this TVC, we aim to highlight the need for stronger immunity which is essential in these trying times. Balanced nutrition is important, especially when the immune system needs to be in optimal condition. Horlicks has Zinc, Vitamin C and Vitamin D – key nutrients known to support immunity. Recently, we also committed to donating packs of Horlicks to all major Covid hospitals in 12 key cities to help support immunity of health care workers and providers as they continue their tireless fight against coronavirus.”
FCB Ulka CCO Swati Bhattacharya said, “Caregivers are left with little or no bandwidth to care for themselves when it comes to nourishment. Be it the quintessential homemaker or the ones now in front line, battling the pandemic. Making a cup for Horlicks for people we care about, not only provides them with immunity supporting nutrients, but also comforts them."
Adhering to government’s orders to maintain social distancing, the entire TVC was made indoors by a production team of two. Additionally, the technical team further helped in completion of the TVC while working remotely from their homes.
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.
