Brands
Apollo Hospitals with GenY Medium bags the AHMA Award (Asia)
MUMBAI: GenY Medium (GenY), a digital marketing company has played a role in enabling Apollo Hospitals bag the prestigious AHMA Award (Asia) for the Chennai floods incident wherein the Hospitals’ emergency care played a critical role.
During the Chennai Floods, GenY Medium created a central digital system for disaster management, which could manage the flow of grievances, queries, request and feedback efficiently along with adding a human voice to brand Apollo which would regularly converse with its consumers and resolve their issues. The Real Time response from various channels including Facebook, Twitter and instant messaging platforms provided information to stranded patients with the help of multiple content snippets.
Automated sentiment analysis and attribution to reasons (using Artificial intelligence and Natural Language Processing) was used to escalate the queries to suitable hospital staff in a timely manner.
This digital system facilitated during crisis, where with the help of Social Listening, requests, queries and SOS received from disparate sources were responded to directly and efficiently, helped people with several queries resolved.
GenY Medium CEO Yashwant Kumar said: “We are thrilled that one of our most cherished customers, Apollo Hospitals has won the AHMA award for Digital marketing strategy. During this natural calamity when entire Chennai was flooded, Apollo team stayed operational and continued to serve the local community. We are glad that using our social listening platform we were able to connect in real-time with people who needed help and direct them to medical care available nearby.”
Apollo Hospitals VP Health Communications, and International Patient Services & Quality Initiatives Dr. Srinidhi Chidambaramsaid, “ Touching lives as a reward is enough for us, however this prestigious recognition from the AHMA has spurred us on to much more to serve our people in the online space –whether through emergency care, health awareness or prompt response at times of urgent medical need.”
Brands
Malaika Arora launches accessories brand Maejoy
The Bollywood star’s lifestyle brand, built with Myntra and Exceed Entertainment, promises aspirational fashion without the high price tag
MUMBAI: Malaika Arora is not the first Bollywood star to put her name on a brand, and she will not be the last. But Maejoy, the accessories label she has launched in partnership with Myntra Jabong India Private Limited (MJIPL) and talent outfit Exceed Entertainment, at least has a sharper pitch than most. The brand drops with 250-plus styles spanning handbags and lab-grown diamond jewellery, two categories that sit squarely in the sweet spot between aspiration and affordability, and lands on Myntra’s platform from day one, putting it in front of millions of shoppers without breaking a sweat.
The handbag range covers the full gamut: crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks and clutches, rendered in synthetic leather, raffia, braids, satin, rhinestone and metallic finishes. The jewellery line runs to rings, earrings, pendants, bracelets and tennis bracelets in silver, gold and rose-gold tones, set in 925 sterling silver with IGI and GCI certified lab-grown diamonds. The brand’s guiding philosophy, “The Joy of Being Me,” stakes its claim on individuality and self-expression; its three brand pillars, Authentic, Empowering, Accessible, are the usual suspects, though the lab-grown diamond bet is savvier than it sounds. Lab-grown stones now sell at a fraction of the price of mined ones, and the category is growing fast in India as younger buyers wise up to the arbitrage.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business, or through my personal style, I’ve championed the idea that fashion should be empowering yet effortless. The brand aims to democratise global fashion trends while offering women something that extends the feeling of luxury every day, be it a lab-grown diamond or a perfectly crafted handbag,” said Malaika Arora, founder of Maejoy
MJIPL, the B2B wholesale arm of Myntra, is putting its design and brand-building muscle behind the venture. Suman Saha, chief experience officer and head of house of brands at MJIPL, was bullish on the tie-up.
“Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space. We believe the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers.”
Suman Saha, chief experience officer, head of house of brands, MJIPL
Afsar Zaidi, chief executive of Exceed Entertainment, the talent management firm that helped broker the deal, has worked with MJIPL before and was characteristically direct about what makes Arora an unusually bankable partner.
“Building celebrity-led brands requires a delicate balance of authenticity and market viability. Malaika is a rare talent who commands equal respect as a fashion icon and a savvy businesswoman. We are proud to facilitate this partnership that brings together her creative clout and Myntra’s brand-building excellence,” said Zaidi
Celebrity fashion brands live or die on one question: does the star actually wear it, or is the cheque the only thing they signed? Arora, who has spent three decades as one of Bollywood’s most-watched style references, has at least built a plausible case. Maejoy is live now on www.myntra.com and the Myntra app. The real test, whether shoppers buy the handbag or just the hype, starts today.
