MAM
Smirnoff relaunches with new logo, ad campaign
CONNECTICUT: Premium drinks company Diageo has announced the relaunch of one of its most recognisable icons Smirnoff. Later this year the vodka brand Smirnoff, flavoured vodka drink Smirnoff Twist, Smirnoff Ice and Smirnoff Ice Triple Black will surface with a bold new look.
An official release informs that Smirnoff will unveil an advertising and public relations campaigns focused on communicating the quality and strength of the brand to consumers. The campaign will kick off first in the US.
The new look reiterates the high quality of this historic vodka. The old red packaging and logo convey the premium attributes of the brand to adult consumers. Today’s consumers are increasingly interested in products that communicate both ‘style’ and ‘quality’. The new look is targetted at a slick and hip set of adults.
The advertising campaign Neat will be launched next October. The centerpiece of the campaign is the new sleek bottle accompanied by an olive, a twist or a shot glass, conveying the message to consumers that this premium spirit can be enjoyed by itself — neat. The television and print campaign will be seen across the US.
In addition to the Neat campaign, the first stage of the global initiative will be heavily promoted in the US through integrated marketing efforts. Such tactics will include on- and off- premise promotions, extensive public relations activities, and various non-traditional marketing tactics. All of these are aimed at effectively communicating the premium quality of the Smirnoff trademark the release adds.
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.
