MAM
Happy mcgarrybowen appoints Mahendra Bhagat as National Creative Director
Happy mcgarrybowen, the creative and design agency from the house of Dentsu Aegis Network, has further strengthened its creative prowess with the appointment of Mahendra Bhagat as National Creative Director.
With over 20 years of experience in the industry, Mahendra has worked with agencies like Enterprise, SSC&B Lintas, JWT and FCB, where he created some iconic campaigns for brands like Titan, Britannia, Times of India, Godrej and Unilever. He has been the recipient of many National and International awards including Cannes, Clio, New York Festival, London Festival as well as AME (Advertising & Marketing Effectiveness) and has been on the Jury of several prestigious Advertising awards.
Additionally, Mahendra parallelly dabbles in various aspects of Art. He has created some intriguing pieces spanning across corporate installations, video and digital art, mixed media, contemporary paintings and sculptures. His work has been widely acclaimed by audiences in several countries.
Commenting on his appointment, Agnello Dias, Creative Chairman, Dentsu Aegis Network India said, “I have worked with Mahendra during my last stint at an agency, and always felt he had a calm, collected, creative mind without the tantrums that some creative people have. He is keen to understand the brand’s point of view and apply his undoubted creative skills to find a solution. He has a keen art and design eye as well. I’m sure Happy mcgarrybowen will forge a great partnership with him and their clients. I wish him all the best.”
Soumitra Karnik, Chief Creative Officer, Happy mcgarrybowen added, “I am thrilled to have Mahendra in our team as we plan to take Happy mcgarrybowen to the next level. He is a rare creative talent who is on top of the game as far as craft is concerned, and who has managed to use the new media platforms really well. Above anything else, he is a lovely person to work with and I am quite certain that we couldn’t have found a better leader than him. Happy mcgarrybowen is now happier with him around.”
Speaking on his appointment, Mahendra Bhagat said, "The future of advertising lies in marrying creativity with technology. Instead of relying on traditional mediums, Happy mcgarrybowen is constantly in an exploratory mode; finding a new age communication solutions. Being a relatively young agency, it is buzzing with new ideas and energy. I look forward to channelizing that energy in creating some path breaking work for our clients.”
Commenting on Mahendra’s appointment Samarjit Choudhry, President, Happy mcgarrybowen said, “Mahendra brings to the table the varied experience that is much needed in today’s world and also the freshness that comes from his being an artist. With him as the NCD I am sure we will become a lot more stronger as a creative solution provider to our clients.”
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.
