MAM
AAAI comes out in support of TAM
MUMBAI: The Advertising Agencies Association of India (AAAI) has come out strongly in support of TAM and stated that discontinuing its ratings service as the broadcasters have been wanting to do is not a good step.
“Ratings are absolutely central to conducting advertising business with TV channels. Their absence will lead to chaos in the short term and to a decline in TV advertising in the medium term,” says AAAI president Arvind Sharma.
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AAAI president Arvind Sharma TAM should continue; BARC is sometime away |
Sharma points out that through the last three decades and across media, clients have preferred to invest in media where there is reliable measurement. “It is therefore in the best interests of broadcaster, agencies and advertisers not to disrupt the current system until the alternative BARC system starts bringing out data. I would urge the constituents to continue to support the current system until then,” he reiterates.
Media observers have lauded Sharma‘s and AAAI‘s support. But old-timers pointed out to indiantelevision.com, that a stronger response is needed to a very strong IBF.
To read the official release: Click here
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.
