Brands
GroupM, Ogilvy launch Effectiveness Lab in India
MUMBAI: Wavemaker, GroupM’s media, content and technology agency, has partnered with creative powerhouse Ogilvy, to create a first of its kind Effectiveness Lab in India. This unique collaboration, between the two WPP agencies will develop data-validated points of view on creating effective communications across consumer interaction platforms.
Branded content is the first space the Lab will explore, probing how consumers respond to different content strategies, creative approaches and formats. As marketers increase spends on the creation and deployment of content, it is crucial to bring intelligence to what drives effectiveness in the content space.
GroupM South Asia country manager, WPP India and CEO CVL Srinivas says, “At WPP, our focus is to provide ‘horizontality’ across our agencies and create a seamless structure to provide effective solutions. While we have a wide range of services on offer, the focus of our agencies is on creating efficient solutions to help our brand partners strengthen their engagement with the audience. Launching the Effectiveness Lab as a combined initiative by Wavemaker and Ogilvy is a great example of this.”
Wavemaker managing director of South Asia Kartik Sharma adds, “At Wavemaker, we connect media, content and technology to drive growth for clients and we understand how effective marketing can be. By being able to better understand how content moves consumers to action along their purchase journeys, we’ll be able to help our clients to make informed decisions on how and when to create engaging content and therefore drive growth for them across their consumer journeys.”
Ogilvy India CEO Kunal Jeswani mentions, “The Effectiveness Lab will bring the best minds at Ogilvy and Wavemaker together to throw light on creative effectiveness across new age platforms. With digital communications across multiple platforms becoming core to any integrated campaign strategy, the industry needs new thinking on effectiveness. Ogilvy has always stood for Great Work That Works. The more informed we are, the better we will get at delivering creative effectiveness.”
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.
