Brands
TheSmallBigIdea to drive regional engagement with TSBI Bharat
MUMBAI: After having successfully led numerous multi-category brands, TheSmallBigIdea now announces its initiative to help brands reach the next 100 million digital users with TSBI Bharat. With the focus pivoting on content localisation across the digital landscape, ‘TSBI Bharat’ will enable brands to engage with audiences more effectively. With brands with linguistic & cultural focus in the heartland and south already on board, TSBI Bharat aims to address the exponentially growing regional audience through the language and platform they are most comfortable in.
With only 20% of the digital audience stating English as their language of comfort and with early adopters contributing to only 42% of the Indian population, the next wave of digital adoption will see languages and platforms that go local displaying radioactive growth.
Speaking on the development, Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea, said, “TSBI Bharat is a focused attempt at helping brands reach out to the next wave of digital audience. The next 100 million digital incumbents will find ease in consuming content in regional language, using neo-social apps that allow them to create and consume local content. We have hired creative strategist with great regional understanding, have trained planners to understand new platforms and we are working closely with clients to craft their regional strategy. It’s great to see brands looking at a ‘Bharat-first’ digital approach to establish stronger audience connect and drive better outcome. We have already on-boarded 4 clients in the entertainment and BFSI space. We believe more brands will open up to this in the immediate future.”
With banks and e-commerce portals going regional, films with strong regional undertones succeeding well at the BO, the stupendous growth of regional language video content, growth of digital content consumption from non-metros, the growth of neo-social apps; there are enough indices available to safely predict the mosaic of the Indian digital landscape of the future. TSBI calls this move being future ready, as they believe the digital audiences in India will demand to be spoken and seen at places they find comfort in.
The services of TSBI Bharat will remain similar to TSBI. TSBI Bharat will operate as a full service digital-first agency with a service roster that includes Social Media Management, Video Content Production, Digital Media Planning & Buying, Social Listening & ORM services, Augmented & Virtual Reality amongst other ancillary marketing services.
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.
