MAM
Droga5 lays off 7% staff in the US office
NEW DELHI: Droga, one of the torch bearers of creativity in the global advertising and marketing industry, seem to have also been impacted by the global pandemic. It has been widely reported that the David Droga owned creative agency had let go their seven per cent employees, which turns out to be around 40 people.
The layoffs have taken place at the New York headquarters of the new age agency across departments. It employs over 500 people.
The news comes on the back of Accenture’s global plan to reduce the size of workforce by 25,000 employees. The decision has been taken due to a slowdown during the pandemic.
A report mentioned the Droga5 spokesperson saying, “Droga5 has made the decision to transition out a number of our people as we continue managing our business for the long term to best serve our clients. All of those affected will be provided severance benefits. We are grateful for all of their contributions to the agency.”
Droga5, which was founded in 2006 by David Droga, has become one of the best-known independent ad agencies in the United States. In a surprising development last year, Accenture Interactive, the creative and consulting arm of Accenture acquired the creative agency for a whooping $475 million. The idea was very clear that Accenture Interactive wanted to strengthen its creative output and take on the global advertising giants such as WPP, IPG Mediabrands, Dentsu and others.
Droga5 has been one of the most renowned creative agencies across the world. They have won big across all advertising and marketing awards and have worked on big brands. Some of its notable campaigns include Under Armour’s with the dancer Misty Copeland; Anna Kendrick’s almost-Super Bowl commercial for Newcastle Brown Ale, a digital campaign in which the beer company imagined the “mega-huge football” spot it would have made if it could have afforded one; and this year’s “Game of Thrones” Super Bowl ad with Bud Light and The New York Times’s ad campaign featuring the motto “The Truth Is Hard.”
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.
