MAM
RR Kabel tells you why UCT is important
MUMBAI: RR Kabel has launched its new campaign in continuation of its previous ad. Being the pioneer to introduce the patented Unilay Core Technology (UCT) to cables in India, RR Kabel has created a digital awareness activation about choosing wires with UCT.
IdeateLabs made a series of videos by personifying electricity and UCT, and illustrating their friendship. The series starts with electricity’s search for his best friend, UCT, finally finding him at the RR Kabel factory. The videos that follow highlight the features of RR Kabel’s UCT, and how it helps provide safety, even as it saves on the power bills.
The campaign was further amplified on all digital fronts with a novel version of the story going up on a new interactive microsite that gave users an immersive experience.
RR Kabel director Kirti Kabra says, “Electrical safety is a vital issue, but is often neglected. Thus, we introduced Unilay Core Technology in India. This campaign helped us spread awareness about the need, importance and benefits of using the next-gen UCT cables in day-to-day life. This association led us to reach the relevant target audience.”
The campaign has received over 32,000 social media engagements and over 34 lakh video views across online platforms. Even celebrities like Rannvijay Singh, Saina Nehwal and Bani J have expressed their joy about the ‘union’ of electricity & UCT.
IdeateLabs business head Chris Higgins adds, “Our challenge was to introduce the brand’s innovative technology and make people understand its importance. In a low-involvement category, where grabbing the viewer’s attention is the crucial part, our strategy was to come up with interesting short videos.”
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.
