Brands
How brands leveraged the curious case of missing monoliths
NEW DELHI: The curious case of missing monoliths is the latest mystery that has gripped the world. In late November, a team spotted a mysterious monolith in the desert of Utah, USA, which disappeared in a matter of 24 hours. Even though the government institutions did not reveal the details of the exact coordinates of the monolith, hundreds of enthusiasts flocked to the desert to visit the place.
In a matter of weeks, another similar monolith was spotted in Romania near the town of Piatra Neamt, which went missing in just four days. The two monoliths were quite identical in looks but were not examined by historians and scientists till then.
Since then, netizens have been demanding to know – who installed the monoliths in Utah and then in Romania and why did they just disappear in such a short while. Many seem to believe that incident is another one added to list of unsolved mysteries on earth.
While netizens and scientists were busy investigating the matter, brands around the world saw it as a great opportunity to jump in and connect with their audiences with a humorous take on the puzzling mystery. They released social media posts that showcased their products instead of the shiny metallic monolith.
Here are some of the brands that leveraged this trend.
Fevicol
Appeared on our feed, now it's stuck forever! #FevicolKaJod #MazbootJod pic.twitter.com/SbLLoQGclL
— Fevicol (@StuckByFevicol) December 4, 2020
Amazon
We can neither confirm nor deny that we had anything to do with the disappearance. pic.twitter.com/GdDQSfBYZE
— Amazon (@amazon) December 2, 2020
Paytm
For cashless payments, #PaytmKaro pic.twitter.com/Koav3XmBqz
— Paytm (@Paytm) December 3, 2020
Luxor Pens
If you have ever used our Permanent Marker, you would know that it doesn’t disappear.#Monolith #LuxorIndia pic.twitter.com/Xz5Ac8yrRZ
— LuxorIndia (@LuxorIndia) December 5, 2020
Jeep
The new rechargeable Jeep® Wrangler 4xe will be out of this world. (Coming Early 2021) pic.twitter.com/lilnnzXPEo
— Jeep (@Jeep) December 4, 2020
Ixigo
And this one ain't going anywhere #monolith pic.twitter.com/ALlYGJlUvU
— ixigo (@ixigo) December 3, 2020
McDonalds
welcome to McDonald's what can i get you? pic.twitter.com/iIgd8J5QIW
— McDonald's (@McDonalds) December 1, 2020
Shaadi.com
Declaration of #trends #trendingnow #monolith #love pic.twitter.com/pSNZem4l5Y
— Shaadi.com (@ShaadiDotCom) December 4, 2020
Cartoon Network
Will we ever find out who did this? Not Lakely.#monolith #UtahMonolith #InfinityTrain #CartoonNetwork pic.twitter.com/Wdxmq7GrFd
— Cartoon Network (@cartoonnetwork) December 2, 2020
Cadbury India
Neither lost, nor found alone. #Monolith #CadburyDairyMilkCrispello #Crispello #EqualSharing #FourFriends pic.twitter.com/PyskRLo6Vn
— Cadbury Dairy Milk (@DairyMilkIn) December 4, 2020
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.
