MAM
IBM to continue sponsoring CNN’s broadband video service
MUMBAI: News broadcaster CNN’s online broadband video has attracted more than four million page views in Asia since its launch.
This has prompted IBM to continue a sponsorship deal for the free video news service.The IBM sponsorship includes promotional banners throughout CNN.com, 30-second video creative prior to content, 30-second lead out creative and a call-to-action banner under the video screen.
CNN ad sales Asia Pacific VP William Hsu said, “We are delighted that our latest CNN technology offering has received such an enthusiastic response from users and our partner, IBM, and we’re expecting even more success in the future.”
CNN says that the IBM video creatives illustrate the intelligent advertising behind the deal as they all correspond to the platform on which the campaign is delivered. All feature characters seeking solutions to a variety of questions and issues, presented with a humorous twist, that are then resolved by the IBM helpdesk.
The broadband service includes a browse video function which allows users to organise, browse and sort through videos via a number of different criteria so they can quickly focus on content they wish to see. Top Video features clips on the day’s biggest stories as well as Picks which serves up video that CNN editors think are the most interesting video clips.
The wide-screen format video content provided by CNN, available at edition.cnn.com/video/, features the most popular news stories of the day across 14 categories including top stories, US, world, politics, business, sports, entertainment and more.
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.
