MAM
Zee TV climbs to No. 2 spot after a year
MUMBAI: It took one year to happen. Zee TV has climbed to the second spot in the Hindi GEC space, intensifying the battle for the rank below market leader Star Plus in a year that is seeing a lot of volatility in ratings.
Zee TV’s new ranking was achieved despite a drop of 3 GRPs (gross rating points) as the channel pocketed 214 points in the week ended 24 March, TAM data (C&S, 4+, HSM) shows.
Zee TV’s last sight at the No 2 spot was in the ninth week of 2011, with a score of 233 GRPs.
Meanwhile, Star Plus saw a surge in ratings this week. The channel added 31 GRPs to end the week with 318 GRPs (last week 287). The addition can be attributed to the telecast of Star Plus’ home-grown property ‘Star Parivaar Awards 2012‘ on 24 March that garnered 6.41 TVR.
Sony slipped to the third spot of the GEC ladder, after shedding nine GRPs. The channel’s top rated shows C.I.D and Crime Petrol have managed to remain in the ‘top 10 shows’ list. The channel has scored 209 GRPs (last week 218).
Colors has lost 14 GRPs to close the week with 200. The channel launched a social thriller fiction show ‘Chhal Sheh Aur Maat’ on 19 March that opened with 2.5 TVR.
The second GEC from Sony Entertainment, Sab, has maintained its fifth position with the addition of three GRPs. The channel managed to collect 132 GRPs to its kitty.
On the back of Asia Cup’s India vs. Pakistan cricket match, DD1 has fetched 86 GRPs (last week 54). The match clocked an average TVR of 4.72.
Life OK came next with 74 GRP (last week 84), followed by Imagine TV with 62 GRP (last week 63) and Sahara One (43 GRPs), according to TAM data.
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.
