MAM
Droga5 lays off 7% staff in the US office
NEW DELHI: Droga, one of the torch bearers of creativity in the global advertising and marketing industry, seem to have also been impacted by the global pandemic. It has been widely reported that the David Droga owned creative agency had let go their seven per cent employees, which turns out to be around 40 people.
The layoffs have taken place at the New York headquarters of the new age agency across departments. It employs over 500 people.
The news comes on the back of Accenture’s global plan to reduce the size of workforce by 25,000 employees. The decision has been taken due to a slowdown during the pandemic.
A report mentioned the Droga5 spokesperson saying, “Droga5 has made the decision to transition out a number of our people as we continue managing our business for the long term to best serve our clients. All of those affected will be provided severance benefits. We are grateful for all of their contributions to the agency.”
Droga5, which was founded in 2006 by David Droga, has become one of the best-known independent ad agencies in the United States. In a surprising development last year, Accenture Interactive, the creative and consulting arm of Accenture acquired the creative agency for a whooping $475 million. The idea was very clear that Accenture Interactive wanted to strengthen its creative output and take on the global advertising giants such as WPP, IPG Mediabrands, Dentsu and others.
Droga5 has been one of the most renowned creative agencies across the world. They have won big across all advertising and marketing awards and have worked on big brands. Some of its notable campaigns include Under Armour’s with the dancer Misty Copeland; Anna Kendrick’s almost-Super Bowl commercial for Newcastle Brown Ale, a digital campaign in which the beer company imagined the “mega-huge football” spot it would have made if it could have afforded one; and this year’s “Game of Thrones” Super Bowl ad with Bud Light and The New York Times’s ad campaign featuring the motto “The Truth Is Hard.”
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.
