MAM
Mahindra & Mahindra says thank you to #WarriorsOnWheels
MUMBAI: Mahindra & Mahindra, one of India’s largest automobile makers, collaborated with DDB Mudra Group to create a heart-warming film as a tribute to all the individuals who are helping India by transporting essential goods and services.
Understanding the changing consumer behaviour in response to COVID-19, the film is based on the insight that with the lockdown continuing, seeing these individuals who provide essential services to our people and communities is reassuring for many people. Watching the milkman deliver in the wee hours of the morning or a grocery shop-owner opening his shutters, even from a person’s window helps create a sense of stability amid this uncertainty.
The film is a tribute to these warriors who are braving it out, to make our lives easier and more comfortable. While personal vehicles are stranded at home, commercial vehicles have taken the load of providing essential services such as groceries, vegetables, milk, LPG, waste management and more. With these key services in place, it is enabling successful implementation of ‘Stay at Home’ during the COVID-19 pandemic.
The film thanks these #WarriorsOnWheels who keep India moving, even while it seemingly stands still – “Ye desh abhi ruka nahi hai”.
Link: https://youtu.be/F8i3goanFdk
Talking about the campaign, Mahindra and Mahindra VP marketing–automotive division Vikram Garga said, “During these unprecedented times, everyone has been confined to their homes. But even during this lockdown, there are people out there, who without worrying about themselves are catering to all our essential needs to drive the positive change. This is true Rise. We wanted to express our gratitude to these unsung heroes for their courage during these difficult times."
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.
