MAM
Qoruz’ ‘influencer-first’ social tracker to mitigate brands’ crisis
MUMBAI: Qoruz, a social intelligence firm, has launched another offering in its influencer marketing suite. The newly launched social media tracker enables brands and their PR teams to identify and leverage social influencers during a crisis situation.
In an increasingly social world where timely identification and mitigation of crisis is becoming more and more difficult for brands, Qoruz’s social monitor makes it easier and faster for PR and communications teams to not just monitor negative sentiments but also segregate the ‘adversaries’ and ‘advocates’ in real-time, understand their social clout, and execute a more effective crisis management plan.
The keyword-based tracker can be deployed for real-time listening across major social media platforms on potential topics of concern for the brand. The tracker specifically focuses on earned media and provides data that includes live content streams, media exposure trend, social footprint of each user participating in the conversation, as well as demographic, geographic, and sentiment analysis of conversations related to the chosen keywords.
Qoruz adopts a wildfire response approach to crisis management. The critical spots in a social media wildfire are social influencers – people who hold tremendous power to sway public emotions, opinions, and decisions. Hence, in times of a social media crisis, in addition to know what is being said about the brand, it becomes equally important to know who is saying it and how much influence does he/she carry. What the tool essentially does is segregate social influencers from all the user talking about a brand, and further classify them into adversaries, agnostics and advocates, based on a sentiment analysis of their social content about the brand and specific keywords. This classification becomes the cornerstone of a highly effective and quick response management plan for social media crises. It ensures that brands and their PR teams are able to prioritize audience segments based on social influence, and disseminate appropriate communication to these segments.
Qoruz CTO Prabakaran said, “Time is of essence in a social media crisis, and the usual approach of pasting the same message all over your brand channels and handling each conversation on a one-on-one basis or worse, ignoring a lot of them hoping they’d die down on their own is time consuming, unappealing, and ineffective. Our approach and our platform enable a transparent and trustworthy mitigation of crisis.”
Qoruz product manager Varun Tyagi added, “Influencers are the people who hold tremendous power to sway public emotions, opinions, and decisions. Any media crisis management plan that does not involve a strategic focus on these influencers is bound to fail. This is where Qoruz crisis monitor comes into play. Social influencers are not just a marketing aid anymore. The most vocal brand advocates are willing to stand for the brand and for what is right, and we have built a platform where brands can identify and leverage these advocates in times of crises.”
Qoruz, not only provides a social influence footprint for each of the brands customer, but its vast social influencer database of more than 6 million helps find influencers with a positive affinity towards a brand, specific causes or topics of conversation.
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.
