Brands
Niva Bupa cracks the ‘Girl Logic’ code to empower women with health cover
MUMBAI: Health insurance isn’t just a policy, it’s power. And this Women’s Day, Niva Bupa Health Insurance is giving women the nudge they need with its latest campaign, health insurance ka Girl Logic. While women are breaking barriers across education, careers, and lifestyle, many still shy away from financial decision-making especially when it comes to health insurance. Niva Bupa is on a mission to change that, one smart choice at a time.
At the heart of this campaign is entrepreneur, philanthropist, and wellness advocate Shalini Passi, who redefines ‘Girl Logic’ as the ultimate life hack for financial and health security. In her signature style, she highlights how choosing health insurance should be as instinctive as any other self-care decision because true independence starts with being prepared for the unexpected.
Niva Bupa EVP & CMO Nimish Agrawal explained, “Women are often the primary caregivers, yet their own health and financial security take a backseat. ‘Health Insurance ka Girl Logic’ is a reminder that protecting yourself is not just about health, it’s about empowerment. Partnering with Shalini Passi brings this message to life, inspiring women to take charge of their future with confidence.”
The campaign takes a light-hearted yet impactful approach to encourage women to prioritise their own health, instead of leaving financial decisions to the men in their lives. With engaging digital storytelling, Niva Bupa simplifies health insurance, making it relatable, accessible, and essential.
This Women’s Day, Niva Bupa invites women to embrace their ‘Girl Logic’ because when it comes to health and finances, being in control is the smartest decision of all.
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.
