MAM
The Hindu urges people to #KeepTheHabit
MUMBAI: The Hindu, a newspaper, released a campaign to highlight the change in people’s behaviour and habits during the lockdown. The first visual of this campaign draws attention to the simple fact that a microscopic organism is all it took for us to be more human.
The campaign then goes on to showcase different instances of how we have changed – from calling aged parents more often to enquiring about our house help’s wellbeing. We have also started recognising and respecting the immense role played by frontline healthcare workers, people in uniforms, and even delivery agents. The campaign argues that some of these habits are definitely worth keeping.
These are troubled times we live in, with the global health crisis right at our doorstep. But signs of change have been evident, as people make a conscious attempt at being more thoughtful and empathetic to fellow humans. With this campaign, The Hindu aims to get readers to share the ‘new habits’ that have made them happier, and these will later be featured in their newspaper.
Ogilvy India-South CCO Mahesh Gharat says, “Crisis brings people closer and therefore they are able to view the world very differently. The change in their outlook towards fellow humans is most certainly the positive change that has emerged in this crisis. We decided to acknowledge these instances and publish them through a campaign, as a means of reassuring the world that, despite all our troubles, tomorrow could be a happier place.”
The campaign was released across India through the print editions of The Hindu, as well as published on their social media pages. A radio campaign follows.
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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.
