MAM
Prime Focus reloads advertising services
MUMBAI: Independent media services provider Prime Focus Limited has reloaded its advertising services offering in India with a series of hires across its creative team and a new offline editing facility. The newly revamped division offers advertising clients world-class post production technology and access to some of the nation’s leading creative talent.
Bhaarath Sundar has rejoined the Prime Focus advertising team as chief business development officer for Advertising & Animation after a period of two years as group CEO and managing partner of Teamwork Studios. Sundar is leading the reloaded advertising offering, which operates across three integrated sites in Khar, Mumbai, offering online editing and grading, a dedicated CG / VFX and animation team and a brand new dedicated offline editing studio.
Commenting on the re-launch, Sundar said, “Indian agencies and brands are producing truly world-class advertising, and we have reloaded thePrime Focus Advertising division to give our clients access to the best facilities and talent in India. Following our recent hires, we estimate we have almost 90 per cent of the high-end advertising services creative talent available in India, working under one banner and with all the latest technology at their finger-tips. The way ads are finished and delivered is constantly changing, and we’re here not only to help realize our clients’ ideas as beautifully as possible, but also to take away the headaches of the technical aspects of delivery.”
Joining Prime Focus co-founders and creative heads Huzefa Lokhandwala and Prakash Kurup on the creative team is an exciting list of some of the advertising services industry’s top talent in India.
“We have been a market-leader in the Advertising post production space for many years, but standing still is not in our DNA,” said Prime FocusLimited global CEO executive chairman founder and founder Namit Malhotra.
“This investment in talent and technology shows our commitment to the advertising community and the incredible work that they are producing. Our full-service post production offering, working alongside our Camera and Equipment Rental division, ensures that our advertising clients have access to the very latest kit and the best artistic talent from shoot all the way through post-production to multi-platform delivery.”
The Prime Focus Advertising team has recently delivered a number of high-profile commercials, including Advertising Age India’s ‘Top Ads of the Week’: IndiaMART ‘#IndiaKiKhoj’ (Show&Tell Productions / Bang In The Middle); Maggi ‘Hostel’ (Breathless Films / McCann Erickson); and Cadbury Dairy Milk Silk ‘Puppets’ (Breathless Films / Ogilvy & Mather).
Click here for the full list of the team
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.
