MAM
Leo Activation on a winning spree
MUMBAI: Leo Burnett’s three years old baby – Leo Activation, which offers 360 degrees solutions for energising brands, has come a long way.
It has now added four new businesses to its kitty in just one month’s time, after already starting the year with a bang by getting the 49th All India Congress of Obstetrics and Gynaecology 2006 (AICOG 2006) account.
Leo Activation will get involved with the organisation of an event hosted in Kerala – Sensations, South India’s premier fashion and beauty show, to be held in Cochin.
In its 150th episode to be broadcast exclusively on Surya TV, Sensations will showcase the best fashion design and modelling in India and abroad. The event is already an established brand in the South and offers huge opportunities for promotions and brand associations.
Spreading its expertise further down South, Activation will handle Thekkady Mahalsovam, an annual cultural and trade fest in Thekkady ( Kerala) to be held in August. The Thekkady District Development panel has entrusted Leo Activation with the organisation of the festival. Said Thekkady Mahalsovam Committee chairman PA Joseph, “We are glad to associate with Leo Activation. What we loved about them is their confidence, great creative ideas and strategy to achieve our objectives.”
Another conference of a national magnitude to be held in Kerala this year is the Indian Dental Association conference. Leo Activation will be completely conceptualising, designing and executing the event.
And last, but not the least, Elder Pharmaceuticals, a leading pharma company in India, has entrusted the agency with the activation activities for its Blistex lip balm brand. Leo Activation is planning a huge promotion later this year to ensure maximum visibility of the brand. “We selected Leo Activation because of their professional approach. We believe that they have a perfect mix of creative and execution expertise,” commented Blistex general manager marketing Shishir Mishra.
“We have a solid reputation down South after winning AICOG 2006 and more offers are coming our way. We intend to continue exploring opportunities in the region. We are also aggressively pitching for other businesses and already have one more major event in Mumbai at the end of this year. Watch this space! Our young team is extremely proud and energised by our recent success,” says Leo Activation head Sujit Nair.
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.
