MAM
Cartoon Network US invites viewers to ‘Reverse Their Thinking’
MUMBAI: American Honda Motor and Cartoon Network’s Adult Swim block are teaming for the first time to inspire creative, out-of-the-box thinking from viewers for an unusual promotion. The aim is to develop scores of original animated shorts in the vein of Adult Swim’s quirky, off-beat programming
Timed with the launch of Honda’s all-new 2006 Civic models and its new marketing tagline, Civic: It will reverse your thinking, the campaign will accept submissions of up to five minutes on Adult Swim.com received between 3 October and 27 November. Adult Swim animators of such hit properties as Aqua Teen Hunger Force, Harvey Birdman: Attorney at Law and Sealab 2021 will judge all entries, choosing one winner that will be presented to the world on AdultSwim.com and on Adult Swim VOD. The promotion was created in conjunction with Honda’s advertising agency, RPA.
Adult Swim senior VP Mike Lazzo says, “One of the things we’ve heard most often about Adult Swim’s wide range of hit original shows is that viewers themselves feel they could come up with an equally outlandish premise for a new story or set of characters. We see this as the perfect opportunity for every would-be animator out there to show us how crazy they could get and beat us at our own game. I personally can’t wait to see what comes in!”
Honda senior manager national advertising Tom Peyton says, “The Honda Civic brand has always appealed primarily to a young adult demo. With Adult Swim’s overwhelming dominance in the television marketplace among hip, young adults 18-34, we knew it offered direct communication to our target audience. Adult Swim and Honda Civic share a distinct marketing sensibility, so this first-time partnership is a natural fit for both our brands.”
Adult Swim will create a 30-second spot to run throughout the solicitation period that will take viewers directly into the minds of the writers and producers at Williams Street, the Adult Swim production studio where most of its original series are created. Complete details of the campaign, an official entry form and the ultimate winning short will be offered both at AdultSwim.com, the network’s corresponding entertainment Web site, and via Adult Swim’s video on demand service.
Honda has also signed up to be one of the first sponsors of GameTap, Turner’s broadband entertainment network that combines video games with original programming in a unique branded environment. The Civic brand will be integrated into a number of GameTap-related media properties within the user interface, including sponsorship of leaderboards and GameTap’s “Info Fairy” which offers gameplaying tips for the hundreds of games currently available on the service.
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.
