MAM
Leo Activation bags two accounts down south
MUMBAI: Leo Activation, Leo Burnett’s integrated communications division, has added two major accounts to its kitty, both of which are down South.
The 49th All India Congress of Obstetrics and Gynecology 2006 (AICOG 2006) has entrusted its entire event organisation and brand associations to Leo Activation. The Congress will be held in Kerala in January 2006 under the motto ‘Save the mother, save generations’.
“This is a major and prestigious account for us, as it is the biggest gathering of obstetrics and gynecology professionals in the country. The sheer size of it makes it a huge challenge – the organising committee expects a record attendance this time. But it is also a great opportunity for some exciting brand associations and representations. We have already partnered with healthcare major Dialog India,” says Leo Activation Mumbai head Sujit Nair.
Leo Activation has already started work on the account and will be setting up a team in Kochi, completely dedicated to this project.
Leo Activation is also scheduled to co-host Miss Kerala 2005 with Impresario. Miss Kerala is an annual pageant that boasts of huge popularity down South. This is part of Leo Activation’s strategy to identify local events and properties and connect national brands with them ensuring a larger consumer connect for national brands in the local market. Keeping this objective in mind, Leo Activation has tied up with Parachute Advanced hair oil as the title for this event.
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.
