MAM
Edelweiss brings believability with Irrfan Khan
MUMBAI: Edelweiss Tokio Life Insurance, a joint venture between the Edelweiss Group and Tokio Marine Holdings of Japan, has signed actor Irrfan Khan as the voice of the customer for its product campaign on the recently launched new-age unit-linked insurance plan Wealth Plus.
Irrfan reflects the typical consumer who is skeptical of the ‘unbelievable’ product features and benefits being offered by Wealth Plus. This is a futuristic plan catering to digitally savvy customers where the insurer doesn’t charge premium allocation and policy administration charges, but instead contributes additional units on every premium paid by the customer.
TVC Links: https://www.youtube.com/watch?v=UgPx39f13J8&index=1&list=PLJ9qhgtIFq-lpARQ0hpRpX5tOhRtwajGk
Hence, the product campaign tagline says- “Unyakeenable!!! It’s true! We also invest in your insurance plan.” We coined the term #unyakeenable linking back to benefits that seem unbelievable, but are in fact completely true. The product was designed basis feedback from customers and was co-evolved along with Policybazaar to cater to the customer’s stated needs for protection and growth.
Edelweiss Tokio Life’s hard-hitting campaign #Unyakeenable – will be first seen outdoors, followed by a full-fledged 360 degree campaign including TV, digital, radio and cinema demonstrating that the financially savvy customers demand competitive and differentiated products to lead a progressive lifestyle.
Edelweiss Tokio Life MD & CEO Deepak Mittal says, “With authenticity that’s hard to rival, Irrfan’s versatility and wide appeal, resonates with our product’s #Unyakeenable features. Wealth Plus is aimed at wealth creation where the longer the policyholder invests, the more we contribute to his fund. A self-made man, his connect with the masses makes him the opportune voice for the forthcoming Edelweiss Tokio Life Campaign.”
Actor Irrfan Khan adds, “This product by Edelweiss Tokio Life is truly #Unyakeenable – Wealth Plus is one-of-its-kind where the insurance company also invests in your policy, making it an unconventional insurance policy. Today, Edelweiss Tokio Life Insurance is one of India’s fastest growing life insurers and I am delighted to be a part of this campaign.”
The TV commercial will be run across all news channels and impact properties across genres.
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.
