Brands
Ajay Devgn turns on the cool as brand face for Summercool appliances
MUMBAI: Hindi cinema’s man of steel is now the man of cool. Ajay Devgn has been roped in as the brand ambassador for Summercool Home Appliances, one of India’s long-standing names in home and kitchen essentials, in a two-year association that promises to crank up the chill factor in the marketplace. The actor, known for his unflinching screen presence, will front campaigns for Summercool’s flagship cooler range, while also unveiling the brand’s upcoming refrigerator and air-conditioner lines. Devgn will first appear in Summercool’s Diwali campaign, followed by a flurry of commercials that will run across TV, print, digital, and outdoor media.
The brand is rolling out a large-scale activation drive with Ajay Devgn’s face branding on product packaging, plus a blitz of hoardings to strengthen visibility in both urban centres and rural towns. The association reflects Summercool’s ambition to hold onto its leadership in cooling solutions while expanding into adjacent product categories.
“We are thrilled to announce Ajay Devgn as the new face of our brand for the next two years,” said Summercool Home Appliances Ltd CMD Sanjeev Kumar Gupta. “Ajay’s strong personality, credibility, and pan-India appeal align perfectly with our brand’s values of trust, reliability and performance. This partnership will help deepen consumer trust, strengthen market recall and cement Summercool as a household name in cooling solutions.”
With a product basket poised to widen and a star endorser whose fan base cuts across regions, the brand is clearly aiming to power up both market share and consumer connect. For Devgn, it’s a role that fits like a glove blending his trademark reliability with Summercool’s promise of efficient, high-performance comfort for every Indian home.
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.
