MAM
NBC’S Frank Radice to keynote Promax Arabia
MUMBAI: Promax & BDA EMEA has announced that Frank Radice will deliver the keynote address on News Promotion at the first ever PROMAX&BDA Arabia conference.
The event will take place 3-4 May 2005 at the Emirates Towers Hotel in Dubai.
Radice has created award winning promotional campaigns for such marquee programs as NBC’s Nightly News with Tom Brokaw, The Today Show with Katie Couric, and Dateline NBC,
As Senior Vice President of the NBC Agency in New York, which handles all promotional campaigns for the Peacock network, Radice’s session will focus on promoting news during times of crisis. Having engineered the promotion campaign behind the transition of Brian Williams as the host of NBC Nightly News, replacing Tom Brokaw, Radice will also discuss the importance of the persona of news anchors, says a company release.
“Our members spend a lot of time promoting news programming, especially during the challenging times we live in today. Frank Radice is more than qualified to address the issues they are facing and we are thrilled to have him headlining this important discussion,” said senior VP and MD of PROMAX&BDA EMEA Carmen Alzner in making the announcement.
“While the world is at war, promoting news stories about combat and the military can be difficult but if done correctly, you can communicate your message in a compelling, audience-captivating way,” he said.
Besides extensive experience in advertising and promotion, Radice has a lengthy background in news production. During his 11 years with ABC News, he was honored with two Dupont Awards and one Emmy. He was a producer for Nightline for five years (1980-1984), the ABC Evening News and The Last Word with Phil Donahue and Greg Jackson. Additionally, he covered major news events including politics, wars in the Middle East and Central America, the Falkland Islands conflict and the invasion of Grenada, the release adds.
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.
