MAM
Scarecrow creates Thermocot’s winter campaign
MUMBAI: Thermocot, the thermal wear brand from the house of Rupa, has launched a new TVC to make the most of winter.
In its new commercial, Thermocot has positioned itself as a fashion and lifestyle brand, which not only gives warmth but also makes the wearer look ‘hot‘.
The television commercial has been created by Scarecrow Communications.
Scarecrow Communications founder director Arunava (Joy) Sengupta said, “Since we came on board, one of our key tasks has been to revamp the imagery of the group and its portfolio. It‘s a challenge, since the core audience, for many brands under the stable, is the masses of India. This TVC not only works for Thermocot, but also ups the imagery for the entire portfolio.”
The film is based on an audio track, which is sung like a Sanskrit chant. The idea is to create an audio mnemonic using the word ‘Swaha‘ in a whole new context. Girls going ‘weak at the knees‘ looking at the guy is a category code. The out-and-out Indian track slapped against images straight out of Parisian streets, helps the film stand out in the clutter. What also adds to the film‘s appeal is the way it explores female stereotypes – both lyrically and visually.
“Be it Tata Sky‘s Life Zhingalala or Pond‘s Googly Woogly Wooksh, an audio mnemonic helps in making the communication sticky. We looked at Sanskrit – the great Indian language, on the verge of extinction today, to derive our own audio property – Swaha,” Scarecrow Communications founder director Manish Bhatt added.
The film is directed by Milestone Films‘ Vishal Manglorekar while the music is credited to Rooshin Dalal.
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.
