MAM
Team Pumpkin wins the marketing mandate for The Maeva Store’
Mumbai: Award-winning digital marketing agency Team Pumpkin has emerged victorious in the competitive bid for the marketing mandate of the esteemed luxury home fragrance and decor brand, The Maeva Store. As part of this mandate, the agency will manage the brand’s social media, website, SEO, and marketplace performance.
The Maeva Store operates as the e-commerce arm of Gala Candle India, a subsidiary of the Gala Group GmbH with its global headquarters in Bavaria, Germany. The Maeva Store’s product range includes floral, home fragrances, candles, and aromatherapy sets. Renowned for its drip-free candles and commitment to using REACH-certified oils and raw materials, the brand takes pride in its workforce, comprising over 90 per cent women. The brand actively engages in women’s advancement through various mentoring initiatives.
Speaking about this collaboration, Gala India CEO Shashi Bhushan expressed, “In today’s dynamic landscape, having a manufacturing-based B2B business could enable us to scale our D2C business and are eager to participate in India’s growth story and therefore We sought a partner capable of expanding our online D2C brand presence, and we found that partner in Team Pumpkin. We eagerly anticipate scaling our reach.”
Team Pumpkin CEO and co-founder Ranjeet Kumar added, “We are delighted to welcome The Maeva Store into our portfolio. Their commitment to producing aesthetically pleasing and high-quality products and their strong representation of women in leadership align perfectly with our values. We are confident that their business will reach new heights, and we are committed to making it happen.”
The Maeva Store’s website management will be handled by Team Pumpkin’s tech agency, Tech Pepo; SEO by their SEO and performance agency – ROIsted, and its marketplace presence by the specialised direct-to-consumer marketing agency – D2C Pro.
MAM
Instamart and Go Zero bring LED fridge ad to print
Hindustan Times readers see light-up fridge page in interactive first
MUMBAI: The morning paper just got a little cooler quite literally. In a twist on traditional print, Instamart and Go Zero have introduced what they describe as a first-of-its-kind newspaper execution, turning a routine page flip into a sensory experience. Readers of Hindustan Times were greeted with a spread designed like a refrigerator. As the page opened, an embedded LED light flicked on mimicking the familiar fridge-door moment revealing an Instamart delivery partner holding a tub of Go Zero ice cream.
Developed in partnership with Havas India, the campaign moves beyond conventional print innovations such as scent strips or foldouts. Here, the LED is not a gimmick layered on top but a core part of the storytelling, recreating a behaviour most readers instinctively recognise.
The creative ties together the central promises of both brands: Instamart’s instant delivery and Go Zero’s “guilt-free” indulgence. The act of opening a fridge becomes a metaphor for spontaneous craving and immediate fulfilment.
Swiggy head of brand Mayur Hola said the idea was to make print participative rather than passive. By tapping into muscle memory like reaching into a fridge, the campaign aims to bridge everyday behaviour with brand recall.
Go Zero founder Kiran Shah highlighted the spontaneity of ice cream consumption, noting that the concept captures the exact moment of impulse discovery. Meanwhile, Havas Media India and Havas Play COO Uday Mohan described the effort as an attempt to blur the lines between media and experience.
The execution reflects a broader push by Instamart to reimagine traditional formats, making even legacy media like print interactive in an age dominated by digital engagement.
In a medium often accused of losing relevance, this campaign flips the script, one illuminated page at a time.
