MAM
HUL top advertiser; summer drinks dominate brands list in week 9: Barc
Mumbai: With ad volumes of 5022.9 (against last week’s 4557.7), FMCG giant Hindustan Unilever Ltd (HUL) was the top advertiser in the ninth week of 2022 (From 26 February to 4 March), according to Broadcast Audience Research Council (Barc) data. It was followed by Reckitt Benckiser at 2360.97.
All set to ride the upcoming summer wave and the next IPL season, beverages company Coca-Cola India delivered ad volumes of 1359.02 to emerge as the third most prolific advertiser.
Procter & Gamble, Cadbury’s India, ITC, Pepsi Foods (G), GSK Group of Companies, Colgate Palmolive India, and Tata Group followed, in that order.
There were four summer beverage brands (all from The Coca-Cola Company) in the Brands list this week, as compared to three in the eighth week. The top slot, however, was taken by Harpic Power Plus 10X Max Clean with ad volumes of 432.48 (‘000s).
Delivering ad volumes of 362.9, Thums Up jumped from the sixth spot in the eighth week to the second place this time. Last week’s leader Maaza slipped to the third position at 338.63. Coca-Cola and Sprite were at number five and ten, respectively.
Sabse Pehle Life Insurance bagged the fourth slot, while Clinic Plus Shampoo, Surf Excel Easy Wash, and Meesho App clinched the sixth, seventh and eighth spots, respectively.
Isha Foundation’s ‘Mahashivaratri Sadhana’ was the new entrant in ninth place. Mahashivaratri was celebrated on 1 March this year.
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.
