MAM
Edtech brand Great Learning tells perseverance is key to success
NEW DELHI: Great Learning has launched its first multi-film ad campaign featuring brand ambassador, Virat Kohli. The campaign consists of a series of ad films titled, ‘Power Ahead – Jo Seekhta Hai Wahi Aage Badhta Hai’. It focuses on the importance of lifelong learning and showcases how upskilling is a necessary step for students and professionals to power ahead in their careers. The ad films will air across 40 national channels like across sports, entertainment, news, and music. The ad films will also be aired on OTT platform Disney + Hotstar throughout the Dream 11 Indian Premier League 2020, for which the brand is an Associate Sponsor. The campaign has been conceptualized by Sideways and directed by Cornerstone.
The ad films open with Virat addressing the audience while reflecting on Great Learning’s philosophy of lifelong learning as a necessity for success. Virat himself personifies this philosophy and believes that career success comes to those who are always looking to learn something new, especially in a world where things are changing so rapidly around us. While striking a conversation with the viewers, Virat emphasizes the need to keep learning to stay on top of one’s game. ‘Cricket ho ya koi bhi career jo seekhta hai wahi aage badhta hai,’ he quips in these films.
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Great Learning CMO Aparna Mahesh said, “We are excited to launch our first set of commercials with Virat Kohli during the biggest sporting event of the year, the IPL. Virat represents the aspirations of Young India. He is someone who is so passionate about his game, pursues excellence relentlessly, and keeps improving through disciplined effort. We believe he will inspire millions of learners to chase career excellence with the same passion and reach their goals through high-quality education provided by Great Learning. This campaign with Virat will elevate the Great Learning brand to a higher level in terms of awareness as well as a preference when people think of high-quality professional education.”
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.
