MAM
IdeateLabs retains the digital mandate for RR Kabel with global expansion
MUMBAI: In a recent announcement, IdeateLabs, a Mumbai-based digital agency has retained its creative and digital duties for RR Kabel, a leading wire and cable manufacturer. IdeateLabs was awarded the extension after contesting a highly competitive multi-agency pitch. As a part of the mandate, IdeateLabs will continue to provide end to end digital marketing services including creative, social media and performance campaigns to RR Kabel. Also, the mandate has been expanded to handle other product categories like wires & cables, switches, switchgears, LED lights, fans etc. under the RR Global banner spreading across 80 countries in addition to India.
Kirti Kabra, Director, RR Kabel commented on this association, “We are glad to extend our association with IdeateLabs as our digital partner. IdeateLabs comes with the right mix of strategic insights, digital expertise and in-depth knowledge of the category and markets we are operating in. Having conceptualized and executed some of the most innovative social media campaigns, we believe IdeateLabs will help us creatively expand our digital reach across the global market.”
Reassuring their faith Christopher Higgins, Business Head, IdeateLabs said “It’s been a year of great account wins for us at IdeateLabs and we feel extremely honoured to be chosen to work on a brand like RR Kabel for the second year in a row. Their patience to get the right solution and appreciation for quality is something we have already enjoyed in the short span of working together. Together we have successfully delivered some great digital campaigns like the Bridging Distance, and UCT. Currently we are working on digital promotion of #AkalmandBanoSahiChuno video campaign featuring Akshay Kumar as well as rolling out AI-driven chatbots across 9 websites. We are extremely positive about this partnership and look forward to delivering more clutter-breaking campaigns and driving business growth across all digital marketing platforms for RR Kabel and RR Global”.
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.
