Brands
TimesPro onboards L&K Saatchi & Saatchi India to develop its brand campaign
Mumbai: EdTech platform TimesPro announced the appointment of L&K Saatchi & Saatchi India to create and launch its brand campaign.
The agency won the business as part of a multi-agency pitch. The agency has been invited on board to actualize TimesPro’s efforts to build brand visibility across all learner categories, and the project will be managed by the Mumbai team of L&K Saatchi & Saatchi.
TimesPro head of brand marketing & communications Gaurav Barjatya said, “We look forward to collaborating with L&K Saatchi & Saatchi on this important project. Their creative approach, built on consumer insights and business effectiveness, is exactly what the brand requires during its growth phase.
Sharing his views, L&K Saatchi & Saatchi joint national creative director Rohit Malkani said, “This has been a particularly rewarding win! The education space is ripe with innovation and new thinking. And TimesPro is poised to create an extraordinary product. We’re delighted to partner them on a journey that promises to be exciting, uncharted and rewarding all at once.”
L&K Saatchi & Saatchi EVP & business head Nikhil Kumar commented, “We are truly proud to have won the TimesPro mandate after a multi-agency pitch. With the edtech boom in the country and the private sector playing a pivotal role in facilitating this, we felt it was an opportunity to not only scale up this vertical of the Times Group, but also partner with them in defining its core purpose and reason to exist.”
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.
