MAM
Cricketers ride World Cup bandwagon on TVCs
MUMBAI: With World Cup cricket 2003 just three days away, the advertising world is all geared up with its cricket-centric ads .
The latest commercial to join the bandwagon is the Reliance Infocomm mobility services ad featuring India’s opening batsman Virendra Sehwag . The ad created by Reliance-owned advertising agency, Mudra Communications will primarily focus on the service being offered and is expected to air during India’s first match in the tournament scheduled for 12 February 2003.
Reliance Infocomm is one of the associate sponsors of World Cup 2003 along with Hero Honda, FMCG major Hindustan Lever ( which will promote its brands Rin and Close-Up) and consumer durables major Samsung. The presenting sponsor for the tournament will be Pepsi.
Simultaneously, Frito-Lay India too has launched its new flavour, Saif-n-Kaif Hot & Sweet Chilly, Caribbean Style, named after the snack’s latest brand ambassadors- Bollywood star Saif Ali Khan and Indian cricketer Mohammad Kaif. The contrasting personality traits of the two stars are seen as being core to the twin taste in the new flavour.
As brand ambassadors, Saif and Kaif will promote the brand and will be involved in the ICC World Cup promotions that Frito Lay will run in the month of February 2003, states a press release.
” Research with core target audience (13-18 boys and girls) indicates that Saif is relatable and brings with him an ease and a boy- next- door’s natural wit-‘n’-charm. He is seen as a guy who infuses fun in any situation,” says Frito-Lay India, Managing Director, Manu Anand. “On the other hand, Mohammad Kaif symbolizes the fiery spirit of young India. The Natwest win established him as a gritty cricketer to reckon with. Together Saif and Kaif represent the two contrasting values which are embodied in the flavour experience,” he adds.
Lay’s will continue using the S&K duo through various exciting innovations in promotions, packaging and new flavour launches.
The new flavour will be available across the country in packs priced at Rs 5 and Rs 10 respectively and to mark the ICC Cricket World Cup, a new cricket bag is being launched at Rs 20.
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.
