Brands
Goldmedal Electricals partners with Asia Cup 2022 to be associate gold sponsor
Mumbai: Goldmedal Electricals on Thursday announced that it will be the associate gold sponsor of the upcoming T20 Asia Cup 2022 tournament. The tournament is scheduled to be played in Dubai and Sharjah. It is scheduled to start on 27 August, with India playing its first match on 28 August against arch-rivals Pakistan.
The tournament has six teams competing for the cup: India, Pakistan, Sri Lanka, Bangladesh, Afghanistan, and another team amongst UAE, Kuwait, Hong Kong, and Singapore. Rohit Sharma will lead the Indian team, with KL Rahul returning to the team as his deputy.
The Goldmedal Electricals brand will enjoy a prominent presence on the ground as part of this association. Along with a presence on the pitch map, the brand will also be visible on the perimeter boards, the sight screen, and various presentation backdrops.
Speaking on the association with this marquee tournament, Goldmedal Electricals director Kishan Jain said, “Team India is on a roll, and everyone is looking forward to some amazing contests. As the gold sponsor, we are excited by this tournament’s possibilities, as every match will be keenly watched worldwide. As a pan-Indian brand, we believe that T20 cricket has a unique unifying force which will help us connect our brand with the cricket-loving people of the country.”
Jain further cited that Goldmedal is keen to have a long-term association with Indian cricket. The gold association will mark Goldmedal’s first sponsorship of a major international cricket tournament. Earlier, Goldmedal was the title sponsor of the T20 series between India and the West Indies in July 2022. Goldmedal was also the official powered by sponsor of the ODI series between the two teams and the official power partner of the India-Ireland T20 series held in June.
The Asia Cup 2022 matches will begin at 7:30 p.m. IST and will be telecast live on Star Sports and Disney + Hotstar, with the India-specific matches also being telecast on DD1 and DD Sports.
Brands
Malaika Arora launches accessories brand Maejoy
The Bollywood star’s lifestyle brand, built with Myntra and Exceed Entertainment, promises aspirational fashion without the high price tag
MUMBAI: Malaika Arora is not the first Bollywood star to put her name on a brand, and she will not be the last. But Maejoy, the accessories label she has launched in partnership with Myntra Jabong India Private Limited (MJIPL) and talent outfit Exceed Entertainment, at least has a sharper pitch than most. The brand drops with 250-plus styles spanning handbags and lab-grown diamond jewellery, two categories that sit squarely in the sweet spot between aspiration and affordability, and lands on Myntra’s platform from day one, putting it in front of millions of shoppers without breaking a sweat.
The handbag range covers the full gamut: crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks and clutches, rendered in synthetic leather, raffia, braids, satin, rhinestone and metallic finishes. The jewellery line runs to rings, earrings, pendants, bracelets and tennis bracelets in silver, gold and rose-gold tones, set in 925 sterling silver with IGI and GCI certified lab-grown diamonds. The brand’s guiding philosophy, “The Joy of Being Me,” stakes its claim on individuality and self-expression; its three brand pillars, Authentic, Empowering, Accessible, are the usual suspects, though the lab-grown diamond bet is savvier than it sounds. Lab-grown stones now sell at a fraction of the price of mined ones, and the category is growing fast in India as younger buyers wise up to the arbitrage.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business, or through my personal style, I’ve championed the idea that fashion should be empowering yet effortless. The brand aims to democratise global fashion trends while offering women something that extends the feeling of luxury every day, be it a lab-grown diamond or a perfectly crafted handbag,” said Malaika Arora, founder of Maejoy
MJIPL, the B2B wholesale arm of Myntra, is putting its design and brand-building muscle behind the venture. Suman Saha, chief experience officer and head of house of brands at MJIPL, was bullish on the tie-up.
“Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space. We believe the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers.”
Suman Saha, chief experience officer, head of house of brands, MJIPL
Afsar Zaidi, chief executive of Exceed Entertainment, the talent management firm that helped broker the deal, has worked with MJIPL before and was characteristically direct about what makes Arora an unusually bankable partner.
“Building celebrity-led brands requires a delicate balance of authenticity and market viability. Malaika is a rare talent who commands equal respect as a fashion icon and a savvy businesswoman. We are proud to facilitate this partnership that brings together her creative clout and Myntra’s brand-building excellence,” said Zaidi
Celebrity fashion brands live or die on one question: does the star actually wear it, or is the cheque the only thing they signed? Arora, who has spent three decades as one of Bollywood’s most-watched style references, has at least built a plausible case. Maejoy is live now on www.myntra.com and the Myntra app. The real test, whether shoppers buy the handbag or just the hype, starts today.
