Brands
Malaika Arora launches accessories brand Maejoy
The Bollywood star’s lifestyle brand, built with Myntra and Exceed Entertainment, promises aspirational fashion without the high price tag
MUMBAI: Malaika Arora is not the first Bollywood star to put her name on a brand, and she will not be the last. But Maejoy, the accessories label she has launched in partnership with Myntra Jabong India Private Limited (MJIPL) and talent outfit Exceed Entertainment, at least has a sharper pitch than most. The brand drops with 250-plus styles spanning handbags and lab-grown diamond jewellery, two categories that sit squarely in the sweet spot between aspiration and affordability, and lands on Myntra’s platform from day one, putting it in front of millions of shoppers without breaking a sweat.
The handbag range covers the full gamut: crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks and clutches, rendered in synthetic leather, raffia, braids, satin, rhinestone and metallic finishes. The jewellery line runs to rings, earrings, pendants, bracelets and tennis bracelets in silver, gold and rose-gold tones, set in 925 sterling silver with IGI and GCI certified lab-grown diamonds. The brand’s guiding philosophy, “The Joy of Being Me,” stakes its claim on individuality and self-expression; its three brand pillars, Authentic, Empowering, Accessible, are the usual suspects, though the lab-grown diamond bet is savvier than it sounds. Lab-grown stones now sell at a fraction of the price of mined ones, and the category is growing fast in India as younger buyers wise up to the arbitrage.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business, or through my personal style, I’ve championed the idea that fashion should be empowering yet effortless. The brand aims to democratise global fashion trends while offering women something that extends the feeling of luxury every day, be it a lab-grown diamond or a perfectly crafted handbag,” said Malaika Arora, founder of Maejoy
MJIPL, the B2B wholesale arm of Myntra, is putting its design and brand-building muscle behind the venture. Suman Saha, chief experience officer and head of house of brands at MJIPL, was bullish on the tie-up.
“Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space. We believe the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers.”
Suman Saha, chief experience officer, head of house of brands, MJIPL
Afsar Zaidi, chief executive of Exceed Entertainment, the talent management firm that helped broker the deal, has worked with MJIPL before and was characteristically direct about what makes Arora an unusually bankable partner.
“Building celebrity-led brands requires a delicate balance of authenticity and market viability. Malaika is a rare talent who commands equal respect as a fashion icon and a savvy businesswoman. We are proud to facilitate this partnership that brings together her creative clout and Myntra’s brand-building excellence,” said Zaidi
Celebrity fashion brands live or die on one question: does the star actually wear it, or is the cheque the only thing they signed? Arora, who has spent three decades as one of Bollywood’s most-watched style references, has at least built a plausible case. Maejoy is live now on www.myntra.com and the Myntra app. The real test, whether shoppers buy the handbag or just the hype, starts today.
Brands
Duroflex World Sleep Day campaign: Mars is closer than your bed
New print campaign highlights India’s sleep crisis while celebrating ambition
MUMBAI: India may be landing on the Moon’s south pole and nurturing one of the world’s largest startup ecosystems, but for many, sleep is still out of reach. Duroflex, a leading sleep and comfort solutions brand, has spotlighted this paradox with its World Sleep Day print campaign, boldly stating: ‘Mars is closer than your bed.’
The campaign shines a light on the modern hustle. Despite India’s soaring achievements, 59 per cent of Indians still struggle to get six hours of sleep. But Duroflex isn’t pointing fingers, it’s offering a solution. With a focus on deep, restorative sleep, the brand wants to make rest a priority rather than an afterthought.
“India today is one of the most dynamic economies, yet long workdays, constant digital exposure, and rising stress are taking a toll on sleep,” said Duroflex Ltd. chief marketing officer Ullas Vijay. “Through this campaign, we wanted to highlight this paradox. Even as the nation achieves extraordinary milestones, something as fundamental as sleep is increasingly hard to come by. This drives our philosophy to create products designed to de-stress and help people sleep deeper.”
The campaign reflects Duroflex’s “Designed to De Stress” approach. Its next-generation mattress, Airboost, uses an advanced air fibre matrix with over one lakh micro-support points to evenly distribute body weight and maintain spinal alignment. With 3x breathability, it ensures better airflow and comfort. The mattress has been approved by the National Health Authority for supporting spinal health and by the Indian Society for Sleep Research for enhancing N3 or slow wave sleep, the stage critical for recovery, tissue repair, and immunity.
Duroflex hopes the campaign will spark a conversation about sleep as essential for productivity and personal achievement. After all, if India is achieving so much on limited rest, imagine what could be possible if everyone slept well.
As the campaign concludes with a playful nudge: India, don’t lose sleep over your dreams. Sleep to achieve them.
