MAM
LG launches XPC series; ad-spends to jump
BANGALORE: LG Electronics India Ltd. (LGEIL) has launched its XPC series of desktops in the price range of Rs.35,000 to Rs.50,000.
XPC is a PC cum entertainment system, allowing live recording of TV programs added with provision for pause, rewind, edit and maintain video library for later viewing.
The product comes with the latest Microsoft Media Center Edition (MCE) Operating System, designed to provide a true blend of computing and entertainment. In combination with MCE OS and high end processors like Intel’s LGA775 / AMD’s Athlon64, XPC offers leading edge features like high speed processing, access to media storage with remote, Personal Video Recording and multi-function.
‘Perform in style’ is LG’s new catch phrase for their XPO range.
A company source says that approximately Rs 220 million would be pumped in for ad-campaigns from the PC and peripherals wing this year as against the Rs 120-130 million invested last year. TV commercials focusing LG as a PC company, with an emphasis on laptops and notebooks have been planned. LG intends to pour in more money to build up a brand image. The new commercials are likely to hit the tube by the end of this month.
Creative and media for LG’s Pc products are being handled by McCann-Erickson, while Lintas are involved in brand building for TVC’s.
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.
