MAM
O&M advocates simplicty in Hutch campaigns
NEW DELHI: For a category such as telecommunications – in which products and services keep on changing at a blistering pace – to break through the advertising clutter can be a challenging proposition. Considering this, Hutchison Telecom seems to be following a peculiar strategy.
Ogilvy & Mather Delhi office, which handles Hutchison Telecom’s Hutch brand here, follows a `child-like’ communication strategy to differentiate the value-added services.
Whether it’s the recent `Hutch4help’ print and outdoor campaign; or the print campaign for the personalisation offer for postpaid connection (through a special series); the agency continues to work on simple text and cute visuals for propagating the message.
Says O&M creative consultant Ajay Gahlaut: “The communication is not ‘childish’ but it’s child-like. Anyone can understand the communication. It’s not too clever and idea is to keep it simple. The objective is to convey the benefit immediately. The ads might also bring a smile as one views them.”
Gahlaut’s colleague and creative consultant Sudip Bandyopadhyay, states that purposely agency is not using any shocking visuals. “The stuff we portray is very cute and pretty. We don’t try to show any shocking visual. The painted thumb (depicting different emotions) denotes this strategy. The proposition is also very upfront as the service, which one wants to avail, can be understood easily,” says Bandyopadhyay.
Citing an example from `Hutch4help’ campaign, Bandyopadhyay says: “For example, one has to type `4flowers’, if flowers are needed or `4taxi’ for communication purposes. So idea is get message across instantly.” The usage of numerical 4 is part of the communication strategy for availing value-added services. “We have created a branding instead of long sentences. It’s a regular SMS language, which has shaped up through usage of mobile phones,” adds Gahlaut.
In the personalisation number advertisements, restricted only to English and Hindi dailies, the campaign tries to stress upon tendency to use personal incidents or numbers such as anniversary or house number for luring consumer to get hooked on to new number.
“The idea of personalisation seems to have worked very well with consumer, who loves the idea of having his or her car number or house number or any preferred number for mobile connection. The response is very good and apparently it has worked very well for the client,” adds Gahlaut.
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.
