MAM
eBay awards creative duties to Law & Kenneth
MUMBAI: Law & Kenneth has bagged the eBay India’s creative mandate.
eBay‘s annual media spends are estimated to be Rs 300 million.
The agency‘s Mumbai office will handle the business.
Wieden + Kennedy is the incumbent agency on the account.
Confirming the news to indiantelevision.com, Law & Kenneth chief executive officer and managing partner Anil Nair said: “We are extremely excited at having won the eBay creative duties and look forward to partnering with the brand.”
eBay India chief marketing officer Kashyap Vadapalli said, “Law & Kenneth impressed us with its understanding of the eBay brand, e-commerce insights, as well as the strong brands they have helped build.”
In the past, eBay has taken the traditional as well as online route for advertising. In 2007, eBay launched its first TV campaign, consisting of three 20-second commercials along the concept of ‘shop smart‘ through eBay India. These TV commercials were created by RMG Connect, the direct marketing arm of JWT.
In 2008, eBay used print, outdoor and radio media to expand its market. eBay‘s second TV campaign was released in December 2009 and the ad films comprising this campaign highlighted different offerings that eBay could deliver upon, such as discounts, safe payments, and a wide variety of products.
Around April 2011, eBay launched its ‘IPL Battle of the Fans‘ Facebook App. eBay also ran an IPL microsite to sell cricketing related merchandise and collectibles.
In October last year, eBay and Nokia India jointly introduced the eBay India Nokia App that allows shoppers access the website through their mobile phones while on-the-move.
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.
