MAM
O&M Mumbai creates new TVC for Fevicol
Mumbai: Fevicol has launched a new television commercial that has been created by Ogilvy & Mather Mumbai.
Keeping in line with the Fevicol tone and humour, the TVC reinforces the promise of a strong bond that Fevicol Marine provides even in water.
Ogilvy & Mather- South Asia executive chairperson and creative director Piyush Pandey, said, “Keeping in mind the tone and manner that Fevicol has had for the last 20 years, this Fevicol Marine ad captures the spirit of India, borrows from India and therefore becomes a part of the fabric of India like all Fevicol ads have been.”
In the commercial, a boatman, somewhere in the rural hinterland, sets out in his boat to a nearby city. His boat is filled to capacity with wooden chairs. As he rows through the serene waters, an old man waves out to him, almost as if he wants to hitch a ride. Since there‘s no room on the boat, the boatman subtly gestures to the old man that he can‘t take him on board. Just then the old man clarifies that it‘s not him who wants a ride but his young daughter.Understanding this, the boatman suddenly stops the boat.
When he sees the beautiful daughter, he decides to offer her a ride at any cost. He kicks a stack of chairs into the water and makes room for her. The girl quickly points out towards her goat. So the boatman throws more chairs into the water. Once again the girl points out towards a huge hay stack. Soon all chairs are kicked out of the boat and the boatman continues his journey, ferrying the girl, her goat as well as the hay stack.
But while the boatman has the chairs bobbing along in the water, he also has these chairs fastened to the boat with a rope. The fact that the wooden furniture is submerged in water is clearly no cause for worry. The boatman continues his journey unperturbed.
The film ends with a voice-over which brings forth the brand promise: “Fevicol Marine. Wohi mazboot jod, paani mein bhi”.
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.
