MAM
Tanishq’s Mia reveals festive campaign ‘#ThisIsMe’
Mumbai: With the festive season kicking in, the celebrations have already begun in full swing and with a great deal of enthusiasm. To uplift the mood and revel in the festivities, Mia by Tanishq, one of India’s most fashionable jewellery brands, launches the “#ThisIsMe” campaign with the aim of celebrating the various facets of feminine strength while staying true to their identity.
Abiding to its core narrative, Mia’s festive film, “#ThisIsMe,” conceptualised by Famous Innovations, captures the essence of celebrating every story of ‘she’ while revelling in the process of being herself. The films reflect many of the powerful and inspiring choices that women make to be unapologetically themselves and seek no validation from society. These powerful choices mirror strength, courage, compassion, and sheer determination that truly call for a celebration. The two-minute upbeat digital film incites hope, joy, and excitement for the viewer. The visually delightful campaign film gives the audience a sneak peek into the lives of seven unique personalities who believe in rejoicing in every expression that celebrates themselves. The cheerful and groovy song track, written and sung by rapper Dee MC, spells positive energy and a happy vibe that’s truly contagious.
The “#ThisisMe” campaign celebrates women being themselves. The digital film features renowned influencers to bring forth the authentic voice and the free spirit of Mia women like Sakshi Sindhwani—a body positivity influencer; Asha Roka—an MMA champ; Queen Andro—an LGBTQ fashion icon; Saru Mukherjee—a mom blogger; Riza Reji—the first Indian model with down syndrome; Anuja Deora—an entrepreneur; and Dee MC, a rapper and singer-songwriter.
The brand symbolises the modern Indian woman achiever, who is fiercely independent, liberated, confident about her choices, a go-getter and whose aura lights up everyone’s lives. Mia by Tanishq believes that expressing oneself is a journey and it deserves to be celebrated. With every piece of fine jewellery Mia Woman buys, wears, or gifts, she celebrates being herself. Every Mia woman has a unique sense of style, which is not just powerful but is also a true reflection of their indomitable spirit. Mia stands for living freely as your true self, celebrating those who already do, and inspiring millions more.
Speaking about the campaign film, Mia by Tanishq business head Shyamala Ramanan said, “The digitally native Gen-Z is a confident bunch who are honest about themselves, questioning and redefining the labels of society with their own sense of self-expression. Mia by Tanishq celebrates this freedom with the new “#ThisisMe” campaign along with not just one or two but seven dynamic personalities from different walks of life, showcasing the uniqueness that is the Mia woman.”
Famous Innovations Bangalore creative head Melvin Jacob said, “Right now the Indian woman is at her most creative and bravest best. She is doing so many amazing things in so many different ways. “#This is Me” is a celebration of her unique expression and individuality-the elements that unite Mia and Famous as well.”
Starting at a price of Rs 3,500 onwards, Festive Edit has a range of earrings, pendants, and neckpieces. The collection is available in all stores across India as well as online at https://www.miabytanishq.com/
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.
