MAM
Honda’s launches TVC for new entrant Dream Neo
MUMBAI: Dentsu Marcom has rolled out a new TVC for Honda‘s Dream Neo, which went on air on 8 August. The TVC titled Apni Film Ka Superstar announces Honda‘s new offering which aims at getting a better foothold in the entry level of two-wheeler market.
The ad film showcases a man saying, “Ye meri phillum hai aur iss phillum ka main Superstar hoon.” The TVC shows this man getting ready for his act, by donning the sun glasses and jacket which says Horn Ok Please. He then says that when he gets on his Dream Neo, the stellar features of the bike help him feel on top of the world to the extent that all the villains in his life appear like small time rowdies.
We see a testimony of this when he rides past the kanjoos lala whose vehicle is broken and the throttle of the Dream Neo makes his hat, umbrella etc. fly away, much to the angst of the lala. Similarly we see him conquer the badnaam traffic and zaalim raaste.
In the end we meet ‘Mrs Superstar‘, who comes down to welcome him home. As he asks her “Phillum chale?” and she replies saying, “Apni phillum itni achchi toh auron ki kyon dekhe?”
The film ends with the tagline “Dream Neo, Bano apne phillum ka superstar”
According to Titus Upputuru, “Dream Neo is meant for the mass segment, for men whose lives are laden with hardship. The TVC helps this man picture himself as a hero. We shot this in the interiors of Gujarat.”
Dentsu Marcom VP planning Anand Murty said, “In our visits to markets across the country, we didn‘t just meet ‘consumers‘ but met personalities and characters. We didn‘t just hear about ‘a day in the life of‘ but heard stories, accounts and carefully crafted dreams. And these accounts, these stories were told in a voice that was assured, strong and determined to make it to the top. So we crafted this little story about a man who with his bike feels like a superstar.”
“I am confident that the new TVC of Dream Neo will create a top of the mind recall with its out-of-the-box and local customer centric theme,” added Honda Motorcycle and Scooter India VP sales and marketing Y.S. Guleria.
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
