MAM
Cricketers ride World Cup bandwagon on TVCs
MUMBAI: With World Cup cricket 2003 just three days away, the advertising world is all geared up with its cricket-centric ads .
The latest commercial to join the bandwagon is the Reliance Infocomm mobility services ad featuring India’s opening batsman Virendra Sehwag . The ad created by Reliance-owned advertising agency, Mudra Communications will primarily focus on the service being offered and is expected to air during India’s first match in the tournament scheduled for 12 February 2003.
Reliance Infocomm is one of the associate sponsors of World Cup 2003 along with Hero Honda, FMCG major Hindustan Lever ( which will promote its brands Rin and Close-Up) and consumer durables major Samsung. The presenting sponsor for the tournament will be Pepsi.
Simultaneously, Frito-Lay India too has launched its new flavour, Saif-n-Kaif Hot & Sweet Chilly, Caribbean Style, named after the snack’s latest brand ambassadors- Bollywood star Saif Ali Khan and Indian cricketer Mohammad Kaif. The contrasting personality traits of the two stars are seen as being core to the twin taste in the new flavour.
As brand ambassadors, Saif and Kaif will promote the brand and will be involved in the ICC World Cup promotions that Frito Lay will run in the month of February 2003, states a press release.
” Research with core target audience (13-18 boys and girls) indicates that Saif is relatable and brings with him an ease and a boy- next- door’s natural wit-‘n’-charm. He is seen as a guy who infuses fun in any situation,” says Frito-Lay India, Managing Director, Manu Anand. “On the other hand, Mohammad Kaif symbolizes the fiery spirit of young India. The Natwest win established him as a gritty cricketer to reckon with. Together Saif and Kaif represent the two contrasting values which are embodied in the flavour experience,” he adds.
Lay’s will continue using the S&K duo through various exciting innovations in promotions, packaging and new flavour launches.
The new flavour will be available across the country in packs priced at Rs 5 and Rs 10 respectively and to mark the ICC Cricket World Cup, a new cricket bag is being launched at Rs 20.
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.
