MAM
Lemma disrupts DOOH CMS with AI-powered free platform ‘Lemma Phi’
MUMBAI: The digital out-of-home (DOOH) advertising landscape is about to experience a shake-up as Lemma, a pioneer in omnichannel digital advertising, unveils ‘Lemma Phi’, an advanced, AI-powered free content management system (CMS). With this revolutionary platform, DOOH screen owners can ditch hefty CMS costs and reinvest those savings into growing their businesses while seamlessly connecting to global programmatic demand.
With AI at its core, Lemma Phi doesn’t just manage screens—it transforms them into smarter, revenue-generating assets. It automatically classifies OOH media based on location, audience demographics, and seasonal footfall variations, ensuring that advertisers find the perfect screen for their campaigns without breaking a sweat.
Packed with AI-driven tools, it takes the grunt work out of DOOH management, making operations simpler, smarter, and more efficient. Key features include:
1 AI-powered discovery tool: This automated matchmaking genius connects global brands with the most suitable DOOH inventory based on real-time data.
2 Auto categorisation of screens & creatives: Say goodbye to manual tagging—Lemma Phi automatically sorts screens by type (indoor, outdoor, transit, etc.), making onboarding seamless.
3 AI-powered floor rate recommendations: Stop guessing—Lemma Phi suggests optimal floor rates based on live market data, ensuring competitive pricing.
4 Energy-saving AI brightness control: The system adjusts screen brightness dynamically based on light conditions, cutting operational costs and championing sustainability.
“Why pay for something that should be readily available and easy to manage from anywhere?” questioned Lemma founder & CEO Gulab Patil. “With Lemma Phi, we are making access to powerful DOOH CMS technology free, enabling screen owners of all sizes to maximise inventory value and drive revenue growth.”
He added, “This mobile-first platform, combined with an expanded feature suite, is not just a CMS; it’s a catalyst for innovation and revenue generation in the DOOH ecosystem.”
Lemma Phi doesn’t just stop at AI-powered tools—it’s designed for effortless and scalable management:
1 User-friendly interface: Whether you’re a tech wizard or a total newbie, Lemma Phi makes content management intuitive and accessible.
2 Scalability & reliability: Handles networks of all sizes, from small indoor displays to massive 100-foot billboards.
3 Smart screen grouping & scheduling: Effortlessly organise screens and sync content with precision.
4 Remote control & monitoring: Adjust screen power, brightness, and content playback—from anywhere.
5 Real-time dashboard & alerts: Stay in control with live reports on screen status, content performance, and analytics.
Lemma Phi ensures that screen owners stay ahead of the game with cutting-edge automation, eliminating inefficiencies while boosting revenue potential. With AI doing the heavy lifting, screen operators can focus on expanding their networks and driving business growth.
So, if you’re in the DOOH business, stop paying for CMS and start growing your network with Lemma’s new brainchild.
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.
