MAM
Reebok India’s new global marketing campaign
NEW DELHI: Reebok India announced the launch of its new global marketing campaign “Wear the Vector. Outperform.” The largest media blitzkrieg from Reebok ever, this campaign integrates the message of Outperformance through an aggressive and consolidated marketing plan, which includes TVC, cinema, press and in-store activities.
The highlight of this campaign which is the spectacular TV commercials, with both Indian and International Reebok endorsed sports icons, has been on air from 8 October, during the India-New Zealand-Australia cricket series.
Internationally, Reebok launched the “Wear the Vector. Outperform” campaign on 23 August at the 2003 World track and Field Championship in Paris. The launch included a riveting advertising spot with some of the worlds’ leading athletes representing Reebok’s strong heritage in sports, performance products and credentials.
The 60 second “Wear the Vector. Outperform” commercial produced by Ridley Scott Associates (RSA) (Gladiator movie fame) features American tennis phenomenon Andy Roddick, famed US football player Ray Lewis, Russian world renowned gymnast Alexei Nemov as well as Iverson, Giggs and Kluft. Each of these athletes is shown working their way upto the moment of outperformance in their individual capacities, wearing the Reebok Vector. The passion prowess and drive of these athletes defines the spirit behind this campaign.
Speaking on the launch of the “Wear the Vector. Outperform campaign” Reebok India Company Managing Director Subhinder Singh Prem said, “The campaign reinstates Reebok’s most definite recognition of athletic performance. The company’s symbol of sports authenticity and technology – the Vector, finds a stronger focus than ever before. And with this we establish an iconic connection of the Vector with the brand name.”
The essence of outperformance is aptly captured in the Indian context, using some of the country’s leading sports athlete. In India, Reebok owns the high ground in cricket with some top-of-the-line endorsements with cricketing sensations like Rahul Dravid, Yuvraj Singh, Mohammed Kaif and Dinesh Mongia, as well as with promising young athletes like Gautam Gambhir, Amit Misra and Ambati Thirupathi Rayadu.
Reiterating the spirit of outperformance in tennis, Reebok has entered into a three-year tie-up with the All India Tennis Association as the “Official Kit Sponsor” for the Davis Cup and the Federation Cup teams, both in the senior and junior levels. Reebok is also the “Official Kit Sponsor” for the East Bengal Football Club.
Capturing the company’s belief in sports and outperformance, Reebok’s newest marketing campaign pays tribute to the spirit of Outperformance at various levels.
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.
