MAM
Seven Indian entries make it to Direct Lions shortlist
MUMBAI: Seven Indian entries have been shortlisted in the Direct Lions category at Cannes Lions 2012. While BBDO India has got two entries shortlisted, McCann World Group, Leo Burnett, O&M, DDB Mudra Group and Cheil Worldwide have gained themselves one spot each.
BBDO India‘s entries were shortlisted in sub categories – ‘Dimensional Mailing‘ and ‘Direct Response Digital: Email Marketing‘ for its campaigns for Johnson‘s Baby and Child Welfare Fund respectively.
The campaign for Johnson‘s Baby, titled India‘s First D.I.Y. Calendar for Babies, was targeted at new and first-time mothers with the key objective being to design a piece that would not just be a calendar, but engage mothers and help increase their play time with their baby.
The D.I.Y. calendar was designed to showcase the different stages of the first 12 months of the baby‘s life, leading to his/her first birthday. Each month represented a different piece of baby article that instructed the mother about the new things she should introduce to her baby.
Its second entry, titled World‘s Youngest Job Applicant, was targeted towards senior executives in corporations to help fund the education of underprivileged children. Using the insight that most senior executives normally do not delete an email job application, BBDO created job applications with attached CVs of underprivileged children and e-mailed them to these executives. The CVs detailed the hardships these kids went through in an effort to get a basic education for themselves, and went on to tell the reader that with his help these children could one day apply for the same job.
Earning it the second nomination at this year‘s Cannes Lions, Leo Burnett‘s Ink Pad campaign for Door Step School has been shortlisted in the sub category Ambient Media & Print Collateral, Non-Mail (Small Scale). The initiative was an effort towards increasing awareness and participation in the client‘s adult literacy drive. The objective of the promotion was to give uninterested adults the first taste of how much fun learning could be.
DDB Mudra Group‘s second shortlist came in the form of its campaign Growing Trees for Prism Papyrus Private / Fedrigoni in the sub category Business Products and Services. The objective was to create awareness about Fedrigoni‘s new range of recycled papers and subsequently increase sales. The target audience, drawn from both existing and new customers, was corporate print buyers and sellers in Mumbai.
In order to drive the point home, the DDB Mudra Group used a design innovation instead of using a conventional poster. Making the exercise more appropriate to the brand that is fiercely eco-friendly, these posters were printed on Fedrigoni‘s recycled papers. Thus, rather than preach about the benefits of using recycling paper, the innovation demonstrated the same in a visually-engaging manner.
McCann Worldgroup has been shortlisted in the sub category of Dimensional Mailing for its work for SaReGaMa India titled Keeping The Legend Alive. The objective of the campaign was to maintain interest in the Sawai Gandharva music festival after the passing away of its founder Pandit Bhimsen Joshi.
To grab eyeballs, McCann used SaReGaMa‘s tapes of the late Panditji‘s recordings to create his musical portraits where each portrait was intricately weaved using over 1,100 meters of tape. Five musical portraits were created and each was brought to life with the legend‘s voice, using the audio CD on the canvas.
O&M‘s shortlisted entry this year is its campaign named iFold for Vodafone India in the sub category Best Low Budget Campaign. The aim of the campaign was to spread awareness about saving paper. The idea was to encourage people to fold their bills and other correspondence extra in order to use smaller envelopes thus saving paper.
Cheil Worldwide‘s Minus One Project, which it conceptualised for Samsung Printers, has been shortlisted in the Corporate Image and Information sub category. The target of the campaign was to encourage sustainable printing practices and was targeted at existing and new customers.
The Minus One Project encouraged people to print documents after reducing the font size by just one unit. This reduced the number of pages required to print the document by up to 50 per cent and people could save trees even while taking printouts. Hence they found a solution relevant for the brand as well as nature. Minus One was adopted by many corporate organisations, schools, colleges and other institutes and presented Samsung Printers as a brand that comes up with smart solutions for complex problems.
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.
