Brands
When no-show gym goers star in a fitness ad
MUMBAI: What if your unused gym membership finally did some heavy lifting? That’s exactly the cheeky idea behind SW Network and Anytime Fitness India’s new campaign, a clever take on the universal truth that many people pay for gyms they rarely visit.
The campaign’s heart lies in a playful ad film that swaps guilt for good humour. It shines a light on the relatable cycle of enthusiasm, excuses, and self-awareness, proving that everyone deserves a fresh start, no matter how many workouts they’ve skipped.
Once the film struck a chord, the message spilled onto billboards across major cities, each carrying a witty reminder of India’s most common fitness confession, the ghost gym-goer.
“We wanted to approach a very real human truth with warmth and wit,” said Sociowash co-founder Raghav Bagai. “This campaign is about saying we understand you, and we’re rooting for you.”
Echoing that sentiment, Anytime Fitness India CEO Vikas Jain added, “At Anytime Fitness, we’re more than a gym. We know life gets in the way, and we want to help people find their way back, with positivity, not pressure.”
The creative spark came from Sociowash creative director Vaibhav Mukim who said, “The truth itself was creative enough. We didn’t need to exaggerate it.”
With its mix of storytelling, humour and heart, the campaign fits right into Anytime Fitness’s be fit fest initiative, proving that fitness doesn’t have to be perfect, just personal.
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.
