Brands
JSW MG, Cheil X shift gears with witty ‘EV Sahi Hai’ films
MUMBAI: JSW MG and Cheil X are back with a laughter-fuelled second phase of their ‘EV sahi hai’ campaign, this time plugging into the star power of Varun Sharma and Pulkit Samrat of Fukrey fame.
Shot against the scenic backdrops of Dehradun and Rishikesh, the new films tackle two of India’s biggest EV myths: the lack of charging stations and dreaded range anxiety, all with the duo’s signature banter and tongue-in-cheek charm.
The first film plays out like a cheeky guessing game about India’s quirky town names, cleverly tying them back to the country’s 29,000 plus charging stations. The message? No matter how offbeat the location, you’re never too far from a plug point.
The second film flips the focus to road trips, with Pulkit confidently cruising in his EV while Varun plays the sceptic, questioning whether it can survive the long haul to Goa. By the end, humour disarms doubt, leaving viewers with one simple conclusion: EV Sahi Hai.
“Humour is at the heart of this phase, because what better way to bust myths than with a laugh?” said JSW MG Motor India, head of marketing, Udit Malhotra adding that celebrity voices would help the campaign reach “people from all walks of life.”
Cheil X, national creative director, Amit Nandwani called it a conscious attempt to move beyond “just presenting facts” and instead “debunk myths in a fun and engaging manner”.
Meanwhile, Cheil X Delhi, vice president and head of operations, Kanika, said the duo’s infectious energy makes them the “perfect pair to keep the message light yet impactful.”
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.
