MAM
Bharti AXA General Insurance to launch month-long campaign
MUMBAI: Bharti AXA General Insurance has rolled out its new mass media campaign that revoles round the company‘s health offerings.
Beginning 18 November, the campaign will run across television, Internet, outdoor and on-ground.
As part of its television campaign, the company has launched a new television commercial (TVC), conceptualised by Contract Advertising, and has also booked spots across major national channels in prime time slots.
Said Contract Advertising creative director Ravi Raghavendra, “Anyone who has bought Health Insurance will tell you that the experience was anything but healthy. The ‘conditions apply‘ really gets to you. This experience is the basis of our commercial, where the heart starts beating faster with every exasperating condition/demand. But at Bharti AXA, it‘s really easy, a point driven home by an even rate of the heartbeat.”
Adds Bharti AXA General Insurance CEO Amarnath Ananthanarayanan, “With the launch of our new TVC, we want to showcase the entire health range to establish Bharti AXA as an even stronger health player. The use of animation is to depict our simple, fast, fair and friendly approach to meet our customer‘s needs.”
Brands
RR Kabel expands FMEG portfolio with kitchen appliances and air coolers
Company forays into mixers, cooktops and hand blenders under RR Signature brand.
MUMBAI: RR Kabel has just cooked up something new and it’s not just another wire. The leading wires and cables manufacturer has announced a significant expansion of its Fast-Moving Electrical Goods (FMEG) portfolio by entering the kitchen appliances segment and strengthening its air coolers range under the premium RR Signature brand. The company has introduced Mixer Grinders, Electric Cooktops (both Induction and Infra-Red variants), and Hand Blenders. These products mark RR Kabel’s strategic foray into everyday kitchen essentials, allowing it to reach deeper into Indian households beyond traditional electrical categories.
The Induction and Infra-Red Cooktops are seeing particularly strong demand amid global developments affecting LPG pricing and supply. Consumers are increasingly shifting to electric cooking for its energy efficiency, precise control, and safety features. RR Signature is reinforcing its ‘Aapke Kaam Ki Baat’ promise with best-in-class warranties across the range.
The company also plans to introduce additional kitchen appliance categories in FY26-27. In parallel, it has expanded its Air Cooler portfolio with new Industrial (Semi-Commercial) models featuring higher tank capacities and superior air throw, catering to both commercial users and households seeking powerful cooling during intensifying summers.
RR Kabel executive director Mahhesh Kabra said, “Our expansion into kitchen appliances allows us to connect with consumers at more touchpoints in their daily lives, while our expanded air cooler range addresses the rising need for effective cooling solutions. These launches reflect our continued focus on quality, innovation, and market relevance.”
By stepping into kitchen appliances and enhancing its cooling solutions, RR Kabel is wiring itself more deeply into Indian homes proving that even a cables company knows how to heat things up in the kitchen and keep things cool elsewhere. The move positions the brand for broader growth as it evolves from wires to a more complete home solutions player.
