MAM
Taproot is India’s only entry in the Titanium and Integrated Lions shortlist
MUMBAI: It is a small-sized creative agency from India that has made it to the elite list of entries for the Titanium prize. Taproot is the sole Indian shortlisted entry at Cannes Lions 2012 in the Titanium and Integrated category.
The agency got shortlisted for its campaign ‘A Day in Life of India‘ for The Times of India newspaper.
The brief was to capture the unusual, the irreverent, the bizarre, the inspiring, the sense-boggling side of this crazy contrast in cultures, religion, food, language and more that goes by the name of India. It targeted every single Indian from across the length and breadth of the second most populated country in the world.
The strategy was to start the largest crowd-sourcing initiative this country has ever seen to amass the sights, smells and sounds that capture what is perhaps the most maverick, eccentric nation on earth and park them all at one place: www.day.in.
Thus, simply logging on would give the visitor a glimpse into A Day in the Life of India – the slogan of the English newspaper which, at over 175 years old, has been a fly on the wall of the largest democracy in the world. Not to mention, the most chaotic.
www.day.in, the main campaign website, received over 150,000 video, audio and audio-visual entries at the time of going to press. The contests had to result in the world‘s longest shortlist – over 5,000 nominations and by the time all the winners were chosen, the site became the go to place for everything that‘s quirkily yet quintessentially Indian.
The agency began a nationwide call to action – through a launch film to upload pictures, videos, cartoons, slogans, songs and more that best captured the chaotic reality of modern day India. The film captured the dramatic impact on social, political, moral, religious and civic life wreaked by an escaped circus elephant. Over the next few months, many campaigns targeted amateur and professional photographers and movie makers, cartoonists, musicians, poets, advertising agencies and most of all, the common man. It ended with the world‘s longest shortlist and prize winners that went on to win contests all over the world.
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.
