MAM
BKT appoints Infectious Advertising as creative & digital partner
Tyre maker shifts focus to On-Highway segment with new brand narrative in India.
MUMBAI: BKT just rolled out a fresh creative tyre-kick because when your brand wants to hit the highway, you need an agency that can steer the story straight. Balkrishna Industries Limited (BKT), the Mumbai-based multinational tyre manufacturer renowned globally for its Off-Highway Tyres (OHT) in agriculture, mining, construction and infrastructure, has appointed Infectious Advertising as its integrated creative and digital agency for India.
The mandate covers both mainline and digital for BKT’s tyre business in the country, including its established OHT portfolio and the newly launched On-Highway tyre range. Infectious will craft a contemporary brand narrative that translates BKT’s global legacy of performance, quality and reliability into emotional resonance with Indian consumers.
Infectious Advertising co-founder & CEO Nisha Singhania said, “It’s a huge honour to be chosen as a partner as BKT moves into the On-Highway tyre space. This is a pivotal moment for the brand, and we’re thrilled to be chosen as a brand custodian at this inflection point.”
BKT chief marketing officer for India Mahesh Koppad added, “Following a rigorous multi-agency pitch process, we chose a partner that truly understands our ambition to transform BKT from a performance-led brand into a powerful purpose-led consumer brand. As we launch the new brand purpose ‘Elevate Your Drive’, our focus is on building deeper connections with consumers.”
Infectious Advertising co-founder & creative chairman Ramanuj Shastry noted, “We look forward to creating exciting work that helps the brand earn a place in the hearts of Indian consumers. We will use our integrated mainline and digital mandate to build a brand that is rooted in performance yet powered by culture.”
The appointment comes as BKT accelerates its push into the On-Highway segment in India, aiming to blend its international pedigree with local relevance. For a brand built on tough terrain, teaming up with Infectious feels like fitting the perfect tyre for the long Indian highway ahead gripping every turn with style and substance.
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.
