MAM
eBay awards creative duties to Law & Kenneth
MUMBAI: Law & Kenneth has bagged the eBay India’s creative mandate.
eBay‘s annual media spends are estimated to be Rs 300 million.
The agency‘s Mumbai office will handle the business.
Wieden + Kennedy is the incumbent agency on the account.
Confirming the news to indiantelevision.com, Law & Kenneth chief executive officer and managing partner Anil Nair said: “We are extremely excited at having won the eBay creative duties and look forward to partnering with the brand.”
eBay India chief marketing officer Kashyap Vadapalli said, “Law & Kenneth impressed us with its understanding of the eBay brand, e-commerce insights, as well as the strong brands they have helped build.”
In the past, eBay has taken the traditional as well as online route for advertising. In 2007, eBay launched its first TV campaign, consisting of three 20-second commercials along the concept of ‘shop smart‘ through eBay India. These TV commercials were created by RMG Connect, the direct marketing arm of JWT.
In 2008, eBay used print, outdoor and radio media to expand its market. eBay‘s second TV campaign was released in December 2009 and the ad films comprising this campaign highlighted different offerings that eBay could deliver upon, such as discounts, safe payments, and a wide variety of products.
Around April 2011, eBay launched its ‘IPL Battle of the Fans‘ Facebook App. eBay also ran an IPL microsite to sell cricketing related merchandise and collectibles.
In October last year, eBay and Nokia India jointly introduced the eBay India Nokia App that allows shoppers access the website through their mobile phones while on-the-move.
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.
