MAM
Star Movies introduces Chillout Nites
MUMBAI: English movie channel Star Movies has announced a new marketing initiative ‘Star Movies Chillout Nites‘.
The property aims to promote the channel‘s Movie of the Month offering in a disruptive and engaging manner. This will provide a fully sponsored house party with soft drinks, food and exclusive Star Movies Chill Out Nites Party Kits for true Hollywood fans in India, to celebrate and watch the premiers of their favorite Hollywood blockbusters on the channel, from the comfort of their homes and in the company of their friends.
Star Movies Chillout Nites will kick start on 26 November with an exhaustive number of home parties for the Movie of the Month, “The A-Team”, at 200 homes with over 3,000 people across four cities.
Destined to redefine the way viewers watch favorite Hollywood titles with friends on television, Star Movies will host this mass Hollywood bash, once every quarter, starting this November, the channel said.
To be a part of this experience viewers have to participate in a simple contest and answer question that is broadcasted on Star Movies. Viewers can also participate in this contest via the Star Movies India Facebook Fan page. Lucky viewers get the opportunity to host a Star Movies Chillout Nites party at their homes for their friends.
Star India GM, senior VP, English channels Saurabh Yagnik said, “Star Movies is a Hollywood expert and a leading destination for the biggest Hollywood blockbusters in India. We bring premieres of the biggest Hollywood movies to viewer homes every month. Our endeavour is to engage our audiences not just on television but beyond. Through this initiative we will enrich our viewers‘ experience of our flagship property “Movie of the Month” by hosting parties at their homes for the winners of the contest and their friends.
“We are very excited with this innovative on ground property that we have created that it will it will be a path breaking engagement program for the channel.”
To cement its position as the Hollywood expert and a pioneering leader in the category, Star Movies has also recently introduced a property ‘Hollywood Premieres‘, that hosts exclusive screenings of the awaited Hollywood blockbusters at leading theatres for fans in India, even before their theatrical release in the country. Through this initiative, the broadcaster says that it has already received a good response from fans for the screenings of Hollywood blockbusters such as ‘The Three Musketeers‘ and ‘In Time‘.
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.
