MAM
Jhalak Dikhhla Jaa lifts Colors to No. 2
MUMBAI: Jhalak Dikhhla Jaa, the celebrity dancing reality show, has lifted Colors to the No. 2 position as it opened with a TVR of 3.1.
The two-and-a-half hour show, which debuted on 16 June at 9 pm, helped Colors add 15 GRPs and improve its preceding week‘s ranking of No. 4.
Colors collected 215 GRPs (gross rating points) for the week ended 16 June, as per TAM data in HSM, C&S, 4+ (sourced from the Hindi GECs).
Competing in the same genre, Zee TV‘s homegrown dancing property DID Li’l Masters dropped in ratings to clock 2.8 TVR on 16 June. This is the show‘s lowest ratings this season. Even the audition episodes of the show had rated very well (28 April debut had generated a 5.8 TVR).
Both DID and Jhalak… were pitted against the television premiere of Hrithik Roshan- Sanjay Dutt starrer Agneepath that clocked 4.7 TVR on Zee Cinema.
“The drop in ratings of DID Li’l Masters is more because of Agneepath premiere on Zee Cinema. Also when a star-studded new show launches, the audiences tend to get fragmented,” a senior programming executive of a rival channel said.
However, Jhalak Dikhla Jaa’s performance on Colors has not matched its previous season’s debut on Sony Entertainment Television. Jhalak had opened with a 5.5 TVR in its fourth season, which was launched on weekday primetime slot.
In the first, second and third seasons, the show, on weekend slot, had debuted at 2.86, 3.09 and 2.05 TVR respectively.
Meanwhile, in the GEC ladder, Zee TV has slipped to No 3, though by just three points. Zee TV added 9 GRPs to its previous week’s count to end the week with 212 GRPs.
Star Plus continues to lead the genre with 268 GRPs, a GRP less than last week’s ratings. Satyamev Jayate clocked 2.5 TVR in the episode where it discussed about infrastructural problems for differently-abled people. As per the data provided by the channel, the episode delivered a 4.1 TVR in HSM markets (All 4+, HSM) and a national TVR of 3.4 (All 4+, All India).
Meanwhile, Set has lost 14 GRPs to end the week with 187 GRPs. Almost all the shows on the channel have seen a drop in ratings.
Occupying the fifth spot is Sab, losing four GRPs to end the week with 116 GRPs. Life OK also lost 16 GRPs to register 106 GRPs.
Sahara One with 36 GRPs (last week 31) is at the bottom of the ladder.
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.
