MAM
Delhi Capital partners with Acko General Insurance
NEW DELHI: Acko General Insurance associates with Delhi Capitals for the thirteenth edition of the Indian Premier League. Acko is the official insurance partner of the team. The Delhi Capitals team will be sporting the Acko logo on their helmets and caps.
Acko’s maiden innings with IPL sponsorship last season saw it registering a surge in awareness levels and transactions on its platform among a newer audience. The goal with this year’s collaboration with the Delhi Capitals team is to strengthen brand value and recall by engaging with a vast consumer base at the biggest cricketing league in the world. The brand logo on the team’s helmet is aligned with the overall brand narrative of ‘protection’ being a necessity. The association will be amplified with a 360-degree campaign across television, digital, and social media platforms in the coming weeks.
To further drive consumer engagement Acko will be running a series of entertaining contests over a period of 5-6 weeks throughout the IPL season. Aimed at capturing the interest of the Delhi Capitals’ fans and making it a memorable experience for them, the contests will be held on the Delhi team’s game days. A fun lead film featuring popular members from the team will be used to announce the contests across television, digital and social media.
'Catch the Acko logo' is one such contest that will be held during the Delhi Capitals' first game of the season. Aimed at aiding brand discovery and engagement, the contest will be simple – all that one needs to do is count the number of Acko logos present in the stadium (on caps, helmets, perimeter boards, etc.) during the match and post it on Acko’s website. Prizes for the winners will include team merchandise and a mega prize of a 30 minutes virtual meet and greet with DC players.
Acko General Insurance executive VP- marketing Ashish Mishra said, “We are excited to partner with the highly talented Delhi Capitals team. Our goal is to drive brand awareness and brand discovery among new customers pan India. IPL being the biggest and most popular sporting event in the country, makes it an exceptional avenue for a branding exercise for a young brand”.
Delhi Capitals CEO Dhiraj Malhotra said, “We are thrilled that Acko has come onboard as a partner for us in the forthcoming season of the Indian Premier League. Acko is a distinguished young and upcoming brand and there is a strong alignment as both partners are constantly striving to scale new heights. We look forward to having a very successful association this season”.
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.
