MAM
Zepto, Shaadi.com and DangalPlay make OOH advertising fun
MUMBAI: You’ve got to hand it to the outdoor medium. It allows for great advertising, sometimes even cheeky messaging.
Take a look at how each of these three advertisers are feeding off the communications of each other on top of a road tunnel.
The first is quick commerce player Zepto. Its billboard states: “Manyavar chahiye? Manyavar in 10 minutes – Zepto” (You want Manyavar?)
Next to it People Interactive – the parent firm of Shaadi.com – has a billiboard stating: “Var Chahiye? Will take more than 10 minutes – Shaadi.com.” (You want a husband?)
Both seem to be from the same agency – if one has guessed correctly – as they seem to be on a continuing billboard.(Did they share the cost of the billboard???)
Below both is the Manish Singhal-owned and Akshat Singhal-run OTT platform Dangal Play. Its contribution: “Shaadi mein drama chahiye? Download Dangal Play in less than one minute.” (You want drama in marriage?)
We, the folks at indiantelevision.com, could not help but chuckle at this clever use of the environment your advertising is placed in.
(Updated on 27 November 12 pm…
Anupam Mittal the CEO & founder of People Group threw light on this, ad which we somehow missed. Here’s what he posted on linkein yesterday:
“Who would have expected a crossover between love and 10-minute delivery ??For decades, brands operated in isolation, fiercely protective of their lanes and any collaboration meant approaching the partnership with suspicion, a win-lose approach and months of planning. Today, they’re co-creating more than ever ?? Social Media with the immediacy it lends, shorter content life-spans, topical orientation and a need to engage audiences is driving brands to be more creative than ever and with AI I expect this trend to further accelerate.
(A question to Anupam – Was it a morphed photo to generate conversation on linkedin? Duh! We still don’t get it? Can someone help us out here-Editor.).
(A big thank you to Avinash Naik, the digital head of Enter10 under which Dangal Play comes, who posted the picture on Linkedin)
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.
