MAM
The Derma Co. appoints Sania Mirza as suncare ambassador
Tennis icon fronts 1 per cent Hyaluronic Sunscreen Aqua Gel campaign.
MUMBAI: Sania Mirza just aced sun protection because when the sun serves heat, even a Grand Slam champion knows the best defence is a killer sunscreen. The Derma Co., Honasa Consumer Limited’s active ingredient-led skincare brand, has roped in tennis legend Sania Mirza as brand ambassador for its suncare category. The association kicks off with a high-energy campaign film for its hero product, the 1 per cent Hyaluronic Sunscreen Aqua Gel, built around the theme of “attack and defence”.
Set on a tennis court, the film draws a sharp parallel between professional strategy and daily sun protection. Sania explains that winning a match requires both aggressive play and strong defence, a mindset she applies to skincare. The sunscreen, formulated with 6 UV filters for robust protection and 1 per cent Hyaluronic Acid for lasting hydration, is positioned as one product delivering “two superpowers” in a single application.
Sania Mirza said, “Spending years training and competing outdoors has made sun protection absolutely non-negotiable for me. Joining The Derma Co. as the brand ambassador for its Suncare category feels like a natural extension of that belief.”
The Derma Co. VP for marketing Divya Gupta added, “Sania’s journey as a world-class athlete who has consistently performed under intense sun exposure makes her a natural and credible voice for this portfolio. Through this partnership, we aim to strengthen awareness around the importance of daily sunscreen use.”
The campaign is now live across digital and social platforms, marking a bold new phase for The Derma Co.’s suncare range. In a world where UV rays never take a day off, Sania and The Derma Co. are reminding everyone that the best way to win against the sun is to show up prepared, protected, and powered by science, one consistent layer at a time.
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.
