MAM
FCB leads in India with 38 shortlists at The One Show 2020
MUMBAI: The One Show announced its shortlists for 2020 and FCB leads the India region with 38 shortlists. The Punishing Signal gets 25 shortlists, Times Out & Proud has 11 shortlists and The Open Door Project has 2 shortlists.
The brave campaigns from FCB are not just advertising campaigns that solve a problem, but they come with a larger message that aims at changing behaviour.
Commenting on the shortlists, FCB Interface CCO Robby Mathew said: “The Mumbai police is doing a phenomenal job in this war against Covid-19. And these brave men and women truly deserve the recognition from the world’s brightest and best, for their campaign against indiscriminate honking.”
FCB Ulka CCO Swati Bhattacharya said: “Very proud and very excited. I just wish this came to us at a different time.”
FCB India group chairman and CEO Rohit Ohri said: “Our 38 shortlists at One Show are for work that drives behavior change. It's fantastic to have this recognized by the world's creative community. When we enter a post-covid world, behaviour changing work will be critical for us to rebuild our world.”
Campaign details
Mumbai is one of the noisiest cities in the world. And a lot of this noise can be traced back to cacophony at the signals. Mumbaikars honk even when the signal is red! Needless to say, this noise pollution is making the city alarmingly unhealthy to live in. To tackle this honking menace, the Mumbai Traffic Police, in partnership with FCB Interface came up with an innovative solution called The Punishing Signal.
Link to the film: https://www.youtube.com/watch?v=KIgKvUPXeq4&feature=youtu.be
The “Times Out & Proud” campaign gives the hope of an inclusive society. This film aims to empower the members of the LGBTQ community to live a dignified life with acceptance and pride. On 17 May 1990, the General Assembly of the World Health Organization (WHO) removed homosexuality from their list of mental disorders. This decision by the WHO constitutes a historic date and powerful symbol for members of the LGBTQ community. With this film, we aim to carve out a mainstream space for members of the community who identify as LGBTQ to interact, share and collaborate with the entire Indian population.
Link to the film- https://www.youtube.com/watch?v=-p8DFP1Tn1s
Millennium World School wanted to make a real difference in education by doing something for some of the 80 million kids left out of the classroom due to systemic poverty. To escape poverty’s gravitational pull, we needed to demonstrate that change is possible, actionable, and lasting. The Open Door Project tackled the two headed problem of Inequality and Education by utilizing the real estate of upmarket schools that lay empty after hours, for kids who didn’t have access to educational facilities. To drum up more support for this movement, the film ‘’Bhukkad’’ told the heart-warming story of a kid from a red light area, whose hunger to learn went beyond narrow walls.
Link to the film- https://www.youtube.com/watch?v=BP9kqPh4bHM
FCB India is the Indian agency of FCB (Foote, Cone & Belding) 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.
