MAM
Anindya Banerjee joins FCB Ulka as ECD
MUMBAI: FCB Ulka has announced the appointment of Anindya Banerjee aka Andy as the ECD, FCB Mumbai. In his role, Andy will be working closely with FCB Ulka creative head (West) & national creative director Keegan Pinto.
With twenty-three years of experience in the advertising arena, Andy has been associated with Scarecrow M&C Saatchi, Law and Kenneth, Publicis, Contract Advertising and Ogilvy in the past.
His memorable work has won him accolades at national and international award shows. He has also performed jury duties at distinguished industry platforms. Some of the brands that he has worked on, in the past are, NIIT, IBM, Maggi (Me and Meri Maggi), Limca (Fresh Ho Jao) and Hungama.
Commenting on the appointment, Pinto said, “Andy comes with immense experience in pedigreed agencies like Ogilvy, Contract and Publicis. But more importantly, he also brings along the merit and nimbleness of an agency like Scarecrow M&C Saatchi. A start-up spirit which is extremely relevant in contemporary times. "
Speaking on the new role, Andy said, “FCB Ulka has some of India’s greatest brands. In 2018, it created history by sweeping almost all the awards shows thanks to Shindoor Khela for The Times of India. So, when Keegan Pinto offered me a chance to be a part of the Ulka family, I had no hesitation in saying yes.”
Andy also has been a visiting faculty for Sri Aurobindo Centre for Arts and Communication, New Delhi and a travel writer for the magazine Car n’ Style.
FCB Ulka Advertising is the flagship agency of the FCB India Network, one of the fastest growing networks in the country. The network amongst the top 5 fully integrated marketing communications company in India. with over 120 Indian & Multinational clients and 700 professionals working across six offices in seven cities. The agency was established in 1961 where it has been an epitome of brand building; carrying forward the rich lineage. The agency now upholds the brand philosophy of ‘Never Finished’ by their storytelling praxis of not just changing attitudes but changing consumer behaviour and understanding the deeper brand purpose with a new planning protocol – Brand Bedrock.
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.
