Brands
Cars24 reveals new logo and look to focus on customers
From bold beginnings to a friendlier face, Cars24 refreshes its identity
GURUGRAM: Cars24 is putting the brakes on its all-caps past and steering into a calmer, more human identity. The company has unveiled a refreshed brand as it evolves from a fast-scaling transaction platform into a long-term car ownership ecosystem.
When Cars24 first hit the market in 2015, the aim was simple: get noticed fast. The bold, all-caps CARS24 shouted its presence in a fragmented, opaque market. And it worked. But as the platform became part of people’s lives at different stages, moving cities, expanding families, reassessing needs, the once-loud identity began to feel out of place.
“Being loud helped in the beginning,” said Cars24 founder and CEO Vikram Chopra. “Now, as the company has matured, our work speaks for itself. The new look reflects who we are today: calmer, more human, and focused on earning trust over time.”
The new Cars24 identity swaps all caps for sentence case and introduces an open circular logo. The circle symbolises continuity rather than completion, echoing the real-life cycle of car ownership where cars change hands and needs evolve. Its open form suggests flexibility and movement, rather than closure.
The familiar blue has also been replaced with a brighter, more vibrant shade, signalling attentiveness, warmth, and a human approach. Cars24 says the new look shows that trust does not have to feel distant, and scale can coexist with friendliness.
More than 1,200 hours of design work went into creating a brand that is simple, enduring, and adaptable. While products and services will continue to evolve, the refreshed identity is meant to stay relevant as Cars24 accelerates into its next phase of growth.
With this makeover, Cars24 is putting its mission front and centre: Better drives, better lives, helping customers make smarter choices while keeping support and systems reliable as needs change over time.
Brands
Malaika Arora launches accessories brand Maejoy
The Bollywood star’s lifestyle brand, built with Myntra and Exceed Entertainment, promises aspirational fashion without the high price tag
MUMBAI: Malaika Arora is not the first Bollywood star to put her name on a brand, and she will not be the last. But Maejoy, the accessories label she has launched in partnership with Myntra Jabong India Private Limited (MJIPL) and talent outfit Exceed Entertainment, at least has a sharper pitch than most. The brand drops with 250-plus styles spanning handbags and lab-grown diamond jewellery, two categories that sit squarely in the sweet spot between aspiration and affordability, and lands on Myntra’s platform from day one, putting it in front of millions of shoppers without breaking a sweat.
The handbag range covers the full gamut: crossbody bags, structured shoulder bags, bucket bags, totes, workwear classics, backpacks and clutches, rendered in synthetic leather, raffia, braids, satin, rhinestone and metallic finishes. The jewellery line runs to rings, earrings, pendants, bracelets and tennis bracelets in silver, gold and rose-gold tones, set in 925 sterling silver with IGI and GCI certified lab-grown diamonds. The brand’s guiding philosophy, “The Joy of Being Me,” stakes its claim on individuality and self-expression; its three brand pillars, Authentic, Empowering, Accessible, are the usual suspects, though the lab-grown diamond bet is savvier than it sounds. Lab-grown stones now sell at a fraction of the price of mined ones, and the category is growing fast in India as younger buyers wise up to the arbitrage.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business, or through my personal style, I’ve championed the idea that fashion should be empowering yet effortless. The brand aims to democratise global fashion trends while offering women something that extends the feeling of luxury every day, be it a lab-grown diamond or a perfectly crafted handbag,” said Malaika Arora, founder of Maejoy
MJIPL, the B2B wholesale arm of Myntra, is putting its design and brand-building muscle behind the venture. Suman Saha, chief experience officer and head of house of brands at MJIPL, was bullish on the tie-up.
“Maejoy brings together Malaika Arora’s distinctive style perspective with a strong proposition in the accessible yet elevated accessories space. We believe the brand’s fashion-forward designs and thoughtful positioning will connect strongly with discerning consumers.”
Suman Saha, chief experience officer, head of house of brands, MJIPL
Afsar Zaidi, chief executive of Exceed Entertainment, the talent management firm that helped broker the deal, has worked with MJIPL before and was characteristically direct about what makes Arora an unusually bankable partner.
“Building celebrity-led brands requires a delicate balance of authenticity and market viability. Malaika is a rare talent who commands equal respect as a fashion icon and a savvy businesswoman. We are proud to facilitate this partnership that brings together her creative clout and Myntra’s brand-building excellence,” said Zaidi
Celebrity fashion brands live or die on one question: does the star actually wear it, or is the cheque the only thing they signed? Arora, who has spent three decades as one of Bollywood’s most-watched style references, has at least built a plausible case. Maejoy is live now on www.myntra.com and the Myntra app. The real test, whether shoppers buy the handbag or just the hype, starts today.
