Brands
Sun Pharma launches ‘Heart ke Liye 8’ heart health drive
New campaign urges daily habits to build a stronger heart
MUMBAI: Sun Pharmaceutical Industries Limited has launched its ‘Heart ke Liye 8 – Making India Heart Strong’ campaign, urging Indians to prioritise heart health through simple, consistent daily actions.
The initiative comes at a crucial time. Cardiovascular disease accounts for nearly one-fifth of global heart-related deaths, with Indians often affected almost a decade earlier than many Western populations. The campaign reinforces a clear message: heart health is not built overnight, but through everyday choices.
Speaking on the launch, Sun Pharma senior vice president, marketing and sales Shailesh Joshi, said the company believes prevention is just as important as treatment. He noted that the campaign aims to spark regular conversations around heart health and encourage people to adopt small habits that can make a lasting difference.
At the centre of the campaign is the ‘Heart-strong Man’, a relatable and optimistic character symbolising a well-cared-for heart. The tone remains positive and practical, encouraging individuals to take charge of their wellbeing without fear. The campaign film has been created in multiple Indian languages to ensure wider accessibility.
The initiative is anchored around eight essential pillars of heart health, including eating better, staying physically active, managing weight, keeping blood pressure, blood sugar and cholesterol in check, avoiding tobacco, going for regular health check-ups, managing stress, and getting quality sleep.
Beyond awareness, the company’s Making India Heart Strong initiative takes an integrated approach to prevention and response. Sun Pharma organises around 10,000 heart screening camps annually, screening over 1.2 lakh people each year.
In addition, it conducts CPR training for more than 1.5 lakh individuals annually to strengthen emergency preparedness, while also investing in evidence generation to improve risk assessment and patient outcomes.
Its patient education efforts further extend to more than 15 million individuals every year through in-clinic print materials and awareness programmes, contributing to a broader, long-term effort to reduce the cardiovascular disease burden in India.
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.
