Brands
Interactive Avenues’ digital mandate for Too Yumm! cements a strong agency-brand partnership
MUMBAI: Interactive Avenues – a Reprise Network Company has been appointed as the digital agency of India’s fastest growing snack brand, Too Yumm! earlier this year.
IA’s mandate includes driving brand awareness, facilitating trials, and creating brand loyalists and advocates who will help evangelise Too Yumm! over other fried snacks. A 2-year old brand, Too Yumm! has already been a disruptor in product offering and brand-led campaigns in a highly competitive snack category.
The journey began in October-November 2018 with a completely revamped website experience for the brand. 2019 kicked off with a big bang, immediately after winning the account. Too Yumm! soon moved on to a highly successful campaign during this year’s Ardh Kumbh Mela. With a seamless transition from activities on-ground to the experience online, the campaign’s tremendous response has set new benchmarks for the activities lined up for the year which started off with creating a Guinness World Record.
The brand has also won awards for having the Best Corporate / Brand Website, Screenxx Awards, Best use of Technology, and Best use of Social Media for Brand Awareness this year, from various advertising councils.
Talking about the association, Guiltfree Industries Ltd CMO Anupam Bokey said, “In this short span, we’ve already achieved the set benchmarks in our partnership with Interactive Avenues. With the ongoing campaigns, we’re sure that this will only grow exponentially. Both the brand and agency teams recognise the potential of the brand and our vision for it. That’s what will work in developing a very healthy and fruitful relationship in the long run.”
Next came the Indian Premier League (IPL), our biggest sports and marketing event of the season, along with the Too Yumm! – IA partnership. Taking over all social media conversations, the agency established a strong brand-sport association while establishing a stronghold over the category. Karare Strikers, the online game, was also been developed by IA to give cricket fans a new way to engage with the brand during ongoing matches. Not just this, Indian social media witnessed a complete takeover of pre-baked snacks conversations and game-time snack partnership.
“IA has always been a disruptor and we standout for our path-breaking, strategic innovative work that we do for our clients. With Too Yumm! We are excited and confident about taking this journey forward in delivering path-breaking results”, said Interactive Avenues – a Reprise Network Company. Reprise is the digital arm of media agency network IPG Mediabrands CEO Amardeep Singh.
The media and OOH mandate of Too Yumm! are managed by Initiative and Rapport respectively, which are also part of IPG Mediabrands.
Founded in 2017, Guiltfree Industries Limited (GIL), is a part of the RP Sanjiv Goenka group’s foray into the FMCG business. RP-SG FMCG’s strategic intent is to innovate disruptively and create brands and products that are genuine and desirable to the consumers. That’s how the brand Too Yumm! Came into being. Since its inception, GIL has been growing at a break-neck pace, beating industry records. Within just two years, ‘Too Yumm!’ achieved an annual Sales Rate of INR 200 Cr – one of the fastest in the country to do so.
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.
