MAM
CTV Scale taps Sapphire Media as marketing concessionaire
Sapphire Media will lead advertiser partnerships and revenue strategy
INDIA: Sapphire Media has been appointed marketing concessionaire for CTV Scale, tasking the firm with driving monetisation and advertiser partnerships for the connected TV platform.
Under the mandate, Sapphire Media will lead brand outreach, agency engagement and revenue strategy, as CTV Scale looks to deepen its presence in India’s fast-growing connected TV advertising market. The company is led by Mahesh Krishnan and Amardeep Singh, both seasoned executives with backgrounds spanning broadcast sales, digital platforms and branded content.
The appointment comes as advertisers increasingly shift budgets towards streaming-led television, drawn by high-attention, large-screen viewing combined with digital-style targeting and measurement. CTV Scale aggregates premium connected TV inventory and positions itself as a bridge between television-scale impact and data-led precision.
Sapphire Media said its focus would be on outcome-driven planning, contextual brand integration and measurable performance, as brands seek transparency and accountability in emerging video environments. The partnership is expected to accelerate adoption of connected TV solutions among advertisers and agencies.
CTV Scale aims to build a scalable, brand-safe marketplace offering advanced audience targeting, frequency control and campaign measurement across multiple content ecosystems. The company said the collaboration would help advertisers achieve stronger recall, improved return on investment and smoother execution across platforms.
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.
