MAM
’17 IPL buzz doubled, Virat sliped six spots & Voda had most engaging content
MUMBAI: Maxus, the global media agency of GroupM, has analysed the social conversations that happened around IPL Season 10. This study has been done by Maxus Mesh – the marketing command center and dialogue engine that reads environmental signals in real-time.
The key highlights of the report are as follows:
* This was most buzziest IPL season ever with more than six million mentions around the event. This is more than 2X as compared to 2016 buzz levels.
· KKR was most popular team this year followed by the winning team Mumbai Indians
· Dhoni was most popular IPL player this season followed by Gautam Gambhir and Rohit Sharma. Virat Kohli who was leader in 2016 edition slipped six spots on popularity board.
· David Warner is the only (non-Indian) player to be amongst the top players in both IPL 2016 and IPL 2017.
· Vodafone had most engaging and liked content this IPL season.
o The cute ZooZoo films and the old couple ad went viral and was the most shared story this IPL season.
o Also the highest views amongst the official sponsors of #VivoIPL2017.
· As expected, the Title sponsor – Vivo emerged as the most buzziest brand this IPL season. The brand hashtag #Vivoipl was also most recalled hashtag this IPl season.
· The mood and sentiment around IPL was very action oriented. There was great enthusiasm amongst the fans and this reflected in Maxus Kaleidoscope (Mood Measurement Proprietary Tool).
· Mumbai is most buzziest city followed by Delhi and Bangalore. Surprisingly, both Delhi and Bangalore teams disappointed the fans back at home.
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.
