Brands
Bajaj Electricals launches multimedia campaign to promote new range of fans
Mumbai: Bajaj Electricals has launched a new multimedia campaign titled ‘Fan Nahin Fantastic’ to unveil its technologically superior range of fans. The campaign is currently live across TV, print, digital and in-store display.
Through this launch, Bajaj Electricals retains its position as the go-to contemporary fan brand for the modern Indian consumer. The brand’s creative agency McCann Worldgroup India has worked on the films.
By introducing such unique advanced features, the brand has reaffirmed its position as a leading player and consumer’s go-to choice in the fan category. Founded on the pillars of innovation, technology and nuanced understanding of the consumers, Bajaj Electricals continues its journey towards building the future and opening the world to newer possibilities.
The brand’s consumer research highlighted that modern Indian consumers are increasingly looking for new-age features in fans and the top three factors they consider while purchasing a fan are speed of the fan, preference for low noise and aesthetic fans that can uplift the home décor, said the statement.
Keeping this in mind, Bajaj Electricals’ latest offering caters to all these requirements. The range includes the super high-speed 425 RPM fans that offer a high blast of air for quick comfort, silent fans with reduced noise levels and decorative fans in ceiling, tower & pedestal range that are in the premium category. The newly launched models can be purchased from all leading retail outlets and e-commerce websites.
“Over the years we have tried to understand the requirements of the consumer and have added Super High-Speed, Silent and Decorative fans to our existing vast range,” said Bajaj Electricals business head of consumer products Krishna Raman. “The latest campaign ‘Fan Nahin Fantastic’ is an interesting articulation of the changing needs of today’s modern consumer and we hope the new TVC shown in a lighter vein will strike a chord with them. With the latest range, we aim to go beyond the basic requirement of fans as an appliance by enhancing functionality and appearance in a way that enables our fans to seamlessly fit in our consumer’s daily life.”
“We wanted to create a sharp, disruptive, and humorous storytelling that is completely driven by functionality and highlights the product proposition. The new range of Bajaj fans are designed with technological innovation that offer a bouquet of consumer benefits, tailored to the varied demands of the new-age consumers. And our campaign idea ‘Fan Nahin Fantastic’ demonstrates and underlines this unique proposition,” added McCann Worldgroup executive director and head of creative Ashish Chakravarty.
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.
