MAM
Lemma disrupts DOOH CMS with AI-powered free platform ‘Lemma Phi’
MUMBAI: The digital out-of-home (DOOH) advertising landscape is about to experience a shake-up as Lemma, a pioneer in omnichannel digital advertising, unveils ‘Lemma Phi’, an advanced, AI-powered free content management system (CMS). With this revolutionary platform, DOOH screen owners can ditch hefty CMS costs and reinvest those savings into growing their businesses while seamlessly connecting to global programmatic demand.
With AI at its core, Lemma Phi doesn’t just manage screens—it transforms them into smarter, revenue-generating assets. It automatically classifies OOH media based on location, audience demographics, and seasonal footfall variations, ensuring that advertisers find the perfect screen for their campaigns without breaking a sweat.
Packed with AI-driven tools, it takes the grunt work out of DOOH management, making operations simpler, smarter, and more efficient. Key features include:
1 AI-powered discovery tool: This automated matchmaking genius connects global brands with the most suitable DOOH inventory based on real-time data.
2 Auto categorisation of screens & creatives: Say goodbye to manual tagging—Lemma Phi automatically sorts screens by type (indoor, outdoor, transit, etc.), making onboarding seamless.
3 AI-powered floor rate recommendations: Stop guessing—Lemma Phi suggests optimal floor rates based on live market data, ensuring competitive pricing.
4 Energy-saving AI brightness control: The system adjusts screen brightness dynamically based on light conditions, cutting operational costs and championing sustainability.
“Why pay for something that should be readily available and easy to manage from anywhere?” questioned Lemma founder & CEO Gulab Patil. “With Lemma Phi, we are making access to powerful DOOH CMS technology free, enabling screen owners of all sizes to maximise inventory value and drive revenue growth.”
He added, “This mobile-first platform, combined with an expanded feature suite, is not just a CMS; it’s a catalyst for innovation and revenue generation in the DOOH ecosystem.”
Lemma Phi doesn’t just stop at AI-powered tools—it’s designed for effortless and scalable management:
1 User-friendly interface: Whether you’re a tech wizard or a total newbie, Lemma Phi makes content management intuitive and accessible.
2 Scalability & reliability: Handles networks of all sizes, from small indoor displays to massive 100-foot billboards.
3 Smart screen grouping & scheduling: Effortlessly organise screens and sync content with precision.
4 Remote control & monitoring: Adjust screen power, brightness, and content playback—from anywhere.
5 Real-time dashboard & alerts: Stay in control with live reports on screen status, content performance, and analytics.
Lemma Phi ensures that screen owners stay ahead of the game with cutting-edge automation, eliminating inefficiencies while boosting revenue potential. With AI doing the heavy lifting, screen operators can focus on expanding their networks and driving business growth.
So, if you’re in the DOOH business, stop paying for CMS and start growing your network with Lemma’s new brainchild.
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.
