MAM
Wework Works the Roads with Atrium OOH Splash
26×13 ft design led installs light up Gurugram enterprise hubs.
MUMBAI: If office space is about location, Wework India has taken that mantra quite literally to the streets. Wework India Management Limited has rolled out a high-impact, design-led out-of-home campaign across Gurugram ahead of the launch of Wework Atrium Place, its latest enterprise-focused workspace in Udyog Vihar. The campaign, which went live in the first week of January, targets senior leaders and enterprise teams during peak commute hours across the city’s busiest business corridors.
Instead of traditional billboards, the brand has opted for large-format, architectural-style installations measuring 26×13 feet. Positioned across four high-visibility locations Sikanderpur, Golf Course Road, outside DLF Cyber Hub, and outside Ambience Mall on NH-8, the executions aim to transform everyday traffic routes into immersive brand moments.
Each installation uses bespoke, custom-built formats featuring backlit extended structures, sculptural acrylic lettering, and illuminated box elements. The result is less roadside advertising and more urban design statement, crafted to introduce depth, dimension and a premium aesthetic into Gurugram’s commercial skyline.
Rooted in a design-first philosophy, the creative approach leans on clean layouts and restrained messaging. Built for high-speed arterial roads, the visuals are engineered to deliver impact within seconds, balancing clarity with sophistication and reinforcing an enterprise-first brand identity without overwhelming the viewer.
Wework India chief marketing officer Debosmita Majumder said the campaign was built around context and attention. “OOH works best when it sits at the intersection of context and attention. For the launch of Wework Atrium Place, we focused on enterprise corridors where senior leaders and decision-makers are already primed to engage during their daily commute. Every element, from the scale and premium formats to the launch-led storytelling, has been designed to command attention without being intrusive, while reinforcing a clean, confident, enterprise-first brand language.”
The outdoor rollout forms part of a broader integrated launch strategy, amplified through digital media, social platforms, influencer collaborations and owned channels. The selected sites sit within Gurugram’s most established business districts, ensuring repeated exposure among enterprise professionals within the natural catchment of WeWork Atrium Place.
Conceptualised in-house by the Wework India team and executed in partnership with OAP India, the campaign sets the tone for the opening of Wework Atrium Place at DLF Atrium Place in Udyog Vihar. Designed for large organisations navigating hybrid and evolving work models, the new centre positions itself squarely at the intersection of flexibility and enterprise scale.
In a city where billboards often blur into the background, WeWork’s latest move makes a simple point, sometimes, to sell workspace, you first have to own the space outside it.
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.
