MAM
Jacqueline Fernandez launches a female-only fitness and fashion brand with Mojostar
MUMBAI: With an aim to bring the ‘F’ factor back into feminine fitness, Mojostar has recently joined forces with leading Bollywood superstar Jacqueline Fernandez to launch Just F, a female-only fitness and fashion brand.
The launch of Just F marks the second co-created brand launched by Mojostar, which has been consolidating its position as a world-class ‘house of brands’. Mojostar is founded by two industry veterans – Anirban Blah, founder and MD of KWAN entertainment and Jiggy George, founder and CEO of Dream Theatre.
It also marks the launch of first fashion brand created by Jacqueline, who is already a top style, fashion, and fitness icon in India. Co-created and co-owned by Mojostar and Jacqueline, Just F is a move to redefine the female active-wear space in India. A combination of fresh design, functionality for fitness and trendy fashion Just F’s offerings are unabashedly feminine. The products have been developed to meet the specific requirements of the style-conscious, trendy, and free-spirited 20-something Indian women.
Mojostar CEO Abhishek Verma says, “Active-wear trends in India are still heavily dominated by the needs of male consumers. Brands in this space still have a primary share from male consumers, leaving gaps in the offering for young Indian women. Just F is our way of giving female consumers, products which cater to their needs and sensibilities.”
Just F will launch a range of stylish athleisure outfits, covering a range of trends and use cases such as monochromes, floral infuse active wear, club inspired activewear, functional sports bras, colour blocking etc. The brand has also paid great attention to detail in terms of construction and sizing, designing products which are better suited to the body type of Indian women. Crossover styling across the range helps women to fashionably achieve their fitness goals while bringing the fun back into the mix.
“Inputs and insights from Jacqueline, who is not only a leading Bollywood star but also a style icon and a very vocal promoter of wellness and healthy living, have played a big role in defining the brand identity and product design. We are confident that these products will be well-received in the market, and will help meet the need of young Indian women,” he adds.
Fernandez mentions, “I have always believed that fitness and fashion are not destinations, but fun-filled journeys. They are, to me, a way of living, and as such I want my active-wear to reflect my personality and complement my lifestyle. Launching Just F, a feminine take on fitness from my perspective is a big moment for me. I am confident that the brand will meet and exceed the expectations of young women across India, who want to fulfill their fitness requirements without breaking the bank or compromising on style.”
Indian active-wear industry is currently dominated by international brands. Where Just F aims to create its own niche within this market through innovative offerings designed specifically for the millennial Indian women.
The brand is expected to launch its products in the market by second half of May 2018, priced between Rs 1000-3000. The products will be available on Just F’s direct to consumer (DTC) https://www.justf.in/ page along with e-commerce platforms, with segmented future expansion into offline retail also planned through product placement in all large format stores and the launch of standalone brick-and-mortar stores.
MAM
ASCI study uncovers how Gen Alpha navigates ads in endless digital feeds
‘What the Sigma?’ ethnographic report maps blurred boundaries between content and commerce for 7–15-year-olds.
MUMBAI: Gen Alpha isn’t scrolling through the internet, they’re living rent-free inside its never-ending dopamine drip, and the ads have already moved in next door. The Advertising Standards Council of India (ASCI) Academy, partnering with Futurebrands Consulting, has published ‘What the Sigma?’, an immersive ethnographic study that maps how Indian children aged 7–15 (Generation Alpha) consume, interpret and live alongside media and commercial messaging in a hyper-digital environment.
The research draws on in-home interviews, sibling and peer conversations, and discussions with parents, teachers, counsellors, psychologists, marketers and kidfluencers across six cities. It examines not only what children watch but how algorithms, content creators, peers and parents shape their relationship with the constant stream of shorts, vlogs, gameplay, memes, sponsored posts and ‘kid-ified’ adult material.
Five core themes emerged:
- Discontinuous Generation, Gen Alpha is not growing up alongside the internet, they are growing up inside it. Cultural references, humour, aesthetics and language sync globally in real time, often leaving adults functionally illiterate in their children’s world. A reference that lands instantly for a 10-year-old in Mumbai or Visakhapatnam feels opaque or disjointed to most parents.
- Authority Vacuum, Parents and teachers frequently lose cultural fluency in digital spaces. The algorithm responsive, inexhaustible and perfectly attuned to preferences becomes the most attentive presence in many children’s daily lives. Rules around screen time feel increasingly difficult to enforce when adults cannot fully see or understand the content landscape.
- Digital as Society, Online and offline no longer exist as separate realms, they form one continuous reality. The phone is not a tool children pick up; it is the primary social environment they inhabit.
- Great Media Mukbang, Content flows as an ambient, boundary-less, multi-sensorial stream. Entertainment, advertising, commerce, gameplay, memes and vlogs merge into one undifferentiated feed. The line between active choice and passive absorption has largely collapsed.
- Blurred Ad Recognition, Children aged 7–12 typically recognise only the most overt advertising formats. Influencer promotions, gaming integrations and vlog sponsorships often register as organic entertainment. Children aged 13–15 show greater ad literacy but remain highly susceptible to narrative-integrated, passion-driven and emotionally resonant brand messaging. Discernment remains low across the board in a non-stop stream.
ASCI CEO and secretary general Manisha Kapoor said, “ASCI Academy’s study is an investigation into the content life of Generation Alpha not to judge them but to understand them. Their cultural reference points seem disjointed from those of earlier generations. Insights on how they perceive advertising is the first step towards building more responsible engagement frameworks, given that they are the youngest media consumers in our country right now.”
Futurebrands Consulting founder and director Santosh Desai added, “While earlier generations have been exposed to digital media, for this generation it is the world they inhabit. This report explores not only what they watch but how they are being shaped by algorithms, content and advertising.”
The study proposes four adaptive, principles-led pathways:
- Universal signposting of commercial intent using design principles that make advertising recognisable even to young audiences.
- Ecosystem-wide responsibility shared among advertisers, platforms, creators, schools and parents.
- Future-ready safeguards built directly into children’s content experiences rather than as optional background settings.
- Formal media and advertising literacy embedded in school curricula to teach age-appropriate understanding of persuasion and commercial intent.
In a feed that never pauses, Gen Alpha isn’t merely watching content, they’re swimming in an ocean where entertainment, commerce and identity swirl together. The real question isn’t whether they can spot an ad; it’s whether the adults building the ocean can agree on where the lifeguards should stand.
