MAM
Sonam Kapoor to endorse Colgate Visible White
Mumbai: Colgate-Palmolive has launched a first of its kind whitening toothpaste – Colgate Visible White that offers one shade whiter teeth in just one week. The brand has signed Sonam Kapoor as the brand ambassador.
Colgate Visible White aims to create the beauty segment within Oral Care.
Colgate-Palmolive (India) MD Prabha Parameswaran said, “At Colgate our constant endeavor is to cater to different consumer needs across price tiers with a vast portfolio and relevant product offerings. Colgate Visible White is aimed at creating and growing the whitening segment in the toothpaste category that is so far undeveloped in India. It is supported by the advanced science and technology that is behind all of Colgate‘s oral care products. We are confident that Colgate Visible White will mark a new chapter in the Toothpaste category in India and make teeth whitening a core part of the beauty regimen of consumers”.
Kapoor said, “I strongly believe that a beautiful smile always creates the right first impression. With Colgate Visible White I am completely assured about my perfect white smile that makes me more confident each time I face the camera or meet new people. Guaranteeing one shade whiter teeth in one week, Colgate Visible White will give every girl the confidence to face the world with a smile.”
Launching Visible White across India, the toothpaste will be available by 1 May, within the week at a price of Rs 79 for 100 gms and Rs 40 for 50 gms.
A complete 360 degree campaign encompassing TV, online, print and outdoor will be activated across the country.
In the Colgate Visible White TVC, Kapoor is seen talking about how looking good is not easy and it takes effort to look good. She highlights the importance of visibly white teeth as she walks the red carpet with paparazzi around her. The television commercial will go on-air by 15 May 2013.
The digital campaign will see Kapoor and her Style Squad comprising of the beauty and fashion maestros – Manish Malhotra, Clinton Fernandes and Jatin Kampani talking about the importance of teeth whitening as a beauty regime and engaging with consumers, on the social media platform.
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.
