MAM
Sania Fazal joins JioStar as creative director – brand solutions
Veteran from Viacom18 to lead content partnerships across Colors, Star Plus and JioHotstar.
MUMBAI: Sania Fazal just swapped one spotlight for a bigger stage because when you’re this good at branded storytelling, the next act needs more screens. JioStar has appointed Sania Fazal as creative director for brand solutions, content partnerships & branded content, the company confirmed on 24 February 2026. In her new role based in Mumbai, Fazal will spearhead content integrations and branded narrative work across television and digital platforms targeting the Hindi-speaking market (HSM). Her mandate includes forging strategic partnerships with Colors, Star Plus and JioHotstar, building innovative ad products, creating integration ecosystems, mentoring her team, and crafting frameworks that balance cultural resonance with measurable business growth.
Fazal brings over nine years of experience from Viacom18 Media Private Limited, where she rose to senior manager for brand solutions & partnerships. There she led large-scale branded integrations and content partnerships across flagship shows including Bigg Boss, Khatron Ke Khiladi and Laughter Chefs work that earned recognition at Goafest, ET Sharks and the Indian Digital Marketing Awards.
Before Viacom18 she worked on customised brand solutions at HT Media Ltd across marquee properties, and had a brief stint at Mitkat Advisory Services. Her career has consistently focused on blending creativity with commercial impact in high-visibility entertainment formats.
The move places Fazal at the helm of JioStar’s branded content push as the merged entity sharpens its edge in television and streaming. For an industry where partnerships can make or break a show’s buzz, her appointment feels like the perfect plot twist bringing proven storytelling chops to a portfolio hungry for fresh, culturally sharp integrations. Whether it’s scripting the next viral moment or mentoring the team behind it, Fazal’s arrival signals JioStar is ready to turn every ad break into appointment viewing.
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.
