Brands
7UP and Spotify spice things up with sonic flavour boost
MUMBAI: 7UP, is now aiming to ignite taste buds with its “7UP Spiceit Playlist,” a collaboration with Spotify that marries science and sound. It’s a sensory assault designed to crank up the spice factor in your favourite fiery dishes.
Backed by research from Oxford University’s Charles Spence, the playlist leverages specific musical frequencies to amplify the perception of heat. “We’re not just selling a drink; we’re selling a spicy symphony,” says shailja joshi, category lead, cola and flavours, pepsico india. “And 7UP’s the perfect cool-down after the sonic spice explosion.”
7UP has enlisted music maestro Anirudh Ravichander, who stars in a digital campaign film that’s as much a visual feast as it is an auditory one. “Music can amp up anything,” Ravichander quips in the film. “Even the heat of a vindaloo.”
“This isn’t your average playlist,” says Spotify india director of sales Sanketh Garimella, “It’s a full-blown sensory experience, a collision of refreshment and rhythm.”
The campaign, conceptualised by Leo India, will be blasted across TV, digital, and social platforms, with limited-edition 7UP packs featuring qr codes for instant playlist access. “We’re turning every meal into a multi-sensory mosh pit,” says Leo south Asia chief creative officer Vikram Pandey.
So, whether you’re tackling a tandoori inferno or a chilli-laden curry, 7UP and Spotify are promising to crank up the heat, and then cool you down. “It’s a spicy sonic boom,” concludes Joshi. “And 7UP is the aftershock of refreshment.”
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.
