MAM
Varma’s The Factory appoints Starcom as its digital AoR
MUMBAI: Bollywood production and distribution company, The Factory, today announced Starcom Digital as its agency of record for all online and offline interactive media.
With immediate effect the agency will look after planning, negotiation and evaluation of The Factory’s digital initiatives. The assignment also includes development of online communities and launch of future titles of The Factory.
The Factory is the new name for the merged entity between producer-director Ramgopal Varma’s Varma Corp. and K Sera Sera.
“We believe the digital medium has not been properly leveraged by the movie business. We liked the vision Starcom presented to us. We hope that working together, we can do some ground breaking stuff,” Varma was quoted in an official release as saying.
“This is like a dream come true for us. Varma Corp is known to be amongst the best in their business and we are really looking forward to working with them. This assignment comes to us at a very significant stage, since we are on the verge of relaunching our product offering with a new vision and new scope,” Pranay Anthwal, group head, Starcom Digital, was quoted in the same release as saying.
“For The Factory, we intend using the entire gamut of digital vehicles, from internet to offline media like screensavers and other desktop applications to mobile media such as mobile phones and PDAs. The opportunities are literally limitless,” Anthwal said.
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.
