MAM
Zupee extends its association with Momentus Digital
Mumbai: Zupee, an online real-money gaming platform with a 95 per cent market share in the casual and boardgame segments, announced the renewal of their contract and the extension of their association with Momentus Digital as their digital agency partner on Thursday.
Zupee’s product portfolio of skill-based casual and board games includes a host of socially relevant games such as ludo, snakes & ladders, trump cards, carrom, and more, with the vision to provide meaningful entertainment while bringing users moments of joy.
Momentus Digital has been working with Zupee as their digital marketing partner to expand the brand’s reach across India by delivering strategic digital campaigns aligned with the company’s business goals.
Throughout the association, Momentus Digital has executed some impactful campaigns for the brand through performance marketing initiatives across digital, including display partnerships, influencer marketing, DSP alliances, and programmatic platforms. With an in-depth understanding of the market, the brand cohorts have been able to get success from their end users.
Momentus Digital CEO Aarooshi Tyagi said, “We are delighted to partner with Zupee, which has always been extremely supportive and refreshing to work with. Extending the digital association in and of itself is a compliment to us and the team. We are excited to add more value to the brand. We believe that the use of digital media in the gaming industry has huge potential to be capitalised on, and we are committed to helping Zupee with the same in the future as well.”
Zupee VP of digital marketing Nishant Jaiswal said, “The partnership with Momentus has been helpful in driving better media buying efficiencies and optimising return on media investments by focusing on scale and funnel conversions. We have been able to test multiple programmatic platforms, DSPs, and direct publishers and enrich our digital marketing playbook. Looking forward to building further on the synergies between the two teams.”
Momentus Digital is a unified media advertising partner that is designed to provide the full extent of audiences through native, programmatic, search, display, and gaming audiences. We specialise in a vertical where brands work with us on brand engagement or performance marketing. Our brand engagement also works along the lines of reaching the right audience through the right channel at the right time.
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.
