MAM
Initiative launches ad campaign to help children
MUMBAI: Interpublic Group‘s (IPG) performance-led media communications company, Initiative, has launched a free advertising campaign to help promote a better world for children.
The agency is seeking to set a world record and help raise $1 million in the process.
Initiative is bringing together its network strength and expertise to produce a global campaign, from conception to media placement, to drive awareness of the important work being undertaken by international charity and education partner Free The Children.
The campaign has been produced by Puerto Rican creative agency Sajo Garcia Alcazar, a part of the Initiative network and will run till 31 January 2012.
The campaign‘s creative, which is focused on changing the status of young people living in developing communities, drives people to Free the Children‘s “We Day” Facebook page, encouraging them to ‘like‘ it. For every ‘like‘, Free The Children‘s partners are donating $1.
Initiative has also partnered with sister IPG network McCann Erickson, which has offered its services for free. It will be managing translations, adaptations and trafficking in all markets where the campaign is running.
Initiative president, world markets Mauricio Sabogal said, “It is really important that global companies, such as Initiative, play their part in charitable activities, and we are delighted to be supporting the important work being done by Free The Children.
“This campaign is a testament to the power of the Initiative network – our creativity and the relationships we have around the world with our media partners. We could not have produced this ambitious campaign without the generosity of both our media partners and McCann Erickson, who are working so hard without payment.”
Free The Children co-founder Craig Kielburger said, “We are very grateful for the incredible generosity of Initiative and its media partners, helping us to form connections with people around the world that traditionally we would not be able to reach. Whether through fundraising or online engagement, social media plays a key role for us, and we are always looking for ways it can support and enhance the work we do with youth domestically and in our developing communities.”
Lintas Media Group chairman and CEO Lynn De Souza added, “We are happy to be a part of this initiative. It is a good cause, and we are thankful to all our media partners like – Big FM, Radio City, My FM, Hello FM, Radio Mirchi, Colors, Times Network, and many other media partners who have provided free space for this initiative. We have secured media space in excess of Rs 5 million for this cause, and it will go a long way in garnering support for the charity.”
The campaign will be run in over 70 markets around the world, without spending any money on media or creative. In order to do this, Initiative has partnered with media owners around the world to run the campaign on TV, radio, online, email, outdoor and in newspapers and magazines.
Last year, Initiative managed to increase average donations to the Juvenile Diabetes Research Foundation by 300 per cent, through its first ever free advertising campaign for a charity.
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.
