MAM
Taproot is India’s only entry in the Titanium and Integrated Lions shortlist
MUMBAI: It is a small-sized creative agency from India that has made it to the elite list of entries for the Titanium prize. Taproot is the sole Indian shortlisted entry at Cannes Lions 2012 in the Titanium and Integrated category.
The agency got shortlisted for its campaign ‘A Day in Life of India‘ for The Times of India newspaper.
The brief was to capture the unusual, the irreverent, the bizarre, the inspiring, the sense-boggling side of this crazy contrast in cultures, religion, food, language and more that goes by the name of India. It targeted every single Indian from across the length and breadth of the second most populated country in the world.
The strategy was to start the largest crowd-sourcing initiative this country has ever seen to amass the sights, smells and sounds that capture what is perhaps the most maverick, eccentric nation on earth and park them all at one place: www.day.in.
Thus, simply logging on would give the visitor a glimpse into A Day in the Life of India – the slogan of the English newspaper which, at over 175 years old, has been a fly on the wall of the largest democracy in the world. Not to mention, the most chaotic.
www.day.in, the main campaign website, received over 150,000 video, audio and audio-visual entries at the time of going to press. The contests had to result in the world‘s longest shortlist – over 5,000 nominations and by the time all the winners were chosen, the site became the go to place for everything that‘s quirkily yet quintessentially Indian.
The agency began a nationwide call to action – through a launch film to upload pictures, videos, cartoons, slogans, songs and more that best captured the chaotic reality of modern day India. The film captured the dramatic impact on social, political, moral, religious and civic life wreaked by an escaped circus elephant. Over the next few months, many campaigns targeted amateur and professional photographers and movie makers, cartoonists, musicians, poets, advertising agencies and most of all, the common man. It ended with the world‘s longest shortlist and prize winners that went on to win contests all over the world.
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.
