Brands
An OREO could be your ticket to space!
Mumbai: Imagine space travel being within your reach by just buying an Oreo cookie. This is exactly what we’re offering consumers with Oreo’s latest launch: Space Dunk cookies. Oreo—World’s No.1 and India’s favourite cookie brand—is giving consumers an opportunity to become the second Indian to go to space by simply buying and scanning an Oreo Space Dunk cookie pack. This limited edition pack will be available in the market during May & June of this year, and is an extension of a successful global campaign.
India’s recent space exploration missions have captured the imagination of young and old across the nation. There is an increased curiosity and adulation for what the country has managed to achieve in the realm of space exploration. In the 40th year anniversary of the first Indian to go to space, Oreo is giving one lucky Indian the opportunity to experience space for themselves! Through this campaign, Oreo is giving billions of Indians a chance to make their dream come true with an out-of-the-world reward – a chance to become the next Indian in space.
The special edition ‘Space Dunk’ packs with space themed cookies come with a QR code which, upon scanning, will redirect the consumer to a microsite – www.oreospacedunk.in – and give them a chance to be the first person to Twist, Lick, Dunk in space. The brand is partnering with Space Perspective to offer a chance to embark on a transformative six-hour journey to the edge of space in Space Perspective’s Spaceship Neptune—a pressurized capsule propelled gently by a SpaceBalloon™. Their reimagined spaceflight experience will allow the winner to safely enjoy unprecedented views of planet Earth with no special training required, no weightlessness and no heavy g-forces. The winner can also expect breathtaking views from the largest windows ever flown to space, a world-class meal and complimentary Oreo cookies, Wi-Fi and even a Space Spa with a bathroom — all the comforts of the world’s first Space Lounge. In addition to this, consumers can also win exclusive space related experiences at a reputed space center and luxurious stargazing experiences at Astroport Sariska.
Speaking about this, Mondelez India VP- Marketing Nitin Saini said, “Oreo brand has always been synonymous with unlocking playfulness and through this campaign, we want to transport consumers to a place full of excitement and childlike curiosity! All of us at some or the other point in time have wondered what it would be like in the outer space and I am very happy that as a brand we are able to offer an Indian a chance to embark on this journey and experience the grandeur of space.”
Publicis Groupe, South Asia & Chairman – Leo Burnett , South Asia CCO Rajdeepak Das added, “Everyone of us has dreamt of going to space as a kid. And Oreo is on a mission to turn this dream into a reality. This literally ‘out-of-this-world’ experience needed a campaign that’s just as iconic. We have crafted a story which plays on Oreo’s iconic Twist, lick, Dunk, but with a cosmic flavour to capture the audience attention.”
Wavemaker India chief client officer & office head, West, North & East Shekhar Banerjee said, “We are elevating the ritual of Twist, Lick and Dunk to newer heights with this initiative. By leveraging cutting-edge tech and immersive experiences across media channels, we are making this extraordinary opportunity a tangible reality. As our campaign unfolds, expect quite literally some out of the world experiences as we get the nation to suit up for space.”
To celebrate the launch, Oreo is releasing a captivating film that takes the brand’s iconic proposition, Twist, Lick, Dunk, on a spacewalk! Witness a simple yet dramatic narrative that reimagines the classic Oreo ritual with a touch of space-age wonder. The campaign will be supported by elements across social, print, outdoors and travel apps.
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.
