MAM
Django wins Eva’s digital mandate as brand eyes fresh chapter
Agency to lead content, social and influencer strategy for iconic women’s brand
MUMBAI: Django has won the digital mandate for Eva, the flagship personal care brand from TTK Healthcare, as the legacy label looks to sharpen its relevance among a new generation of consumers.
The appointment marks a calibrated reset rather than a reinvention. One of India’s earliest women’s deodorant brands, Eva is seeking to evolve its voice while staying rooted in the confidence-led positioning that built its following.
Django’s remit spans content strategy, social media management, campaign development, influencer collaborations and long-form brand storytelling, with a focus on driving recall and cultural resonance across digital platforms.
“Eva already has a strong personality and a loyal audience,” said Django co-founder Aashay Shah. “The opportunity lies in evolving how the brand speaks and shows up today, without losing what people already love about it.”
At TTK Healthcare, the brief reflects a broader push to modernise engagement as personal care consumption patterns shift online. “Eva has always been about making the everyday feel special,” said TTK Healthcare head of digital and ecommerce Arjun Siva. “Django understood that spirit immediately and brought ideas that feel confident, current and emotionally grounded.”
Founded in 2019, Django has grown into a mid-sized integrated digital agency, working across strategy, content, performance marketing and influencer-led campaigns. Eva, launched in 1998, remains one of TTK Healthcare’s most recognisable consumer brands, with a portfolio spanning deodorants, perfumes, roll-ons, lip care and talcs.
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.
