Brands
Adidas creates shortest hashtag #III, Sharma, Rahul & Pant superheroes
MUMBAI: Adidas is all set to blow away cricket fans with the launch of its latest digital campaign titled #III, cricket’s shortest hashtag – #III, aiming to make the hashtag synonymous with cricket. Interestingly, the three “I’s” in the “#III” not only look like the three stumps of cricket but also give a visual representation of the trademark three stripes of adidas. The idea behind the campaign is to keep hashtags concise and crisp, in line with the tenets of social media. The campaign is being led by adidas athletes Rohit Sharma, KL Rahul and Rishabh Pant and each ‘I’ in the #III, represents each one of them. As part of the campaign all three athletes will come together as the adidas #III squad, to become cricket’s first 3D superhero squad who are here not merely to play the game but to entertain audiences at extraordinary levels.
The #III Squad (or the cricket squad) of Rohit Sharma, KL Rahul and Rishabh Pant will regale audiences on field with their explosive performances and off-field with fictional storytelling around the game. These three superheroes will live two lives – one with fantastical superpowers and the other with cricketing powers.
“As the world’s leading sports brand, we decided to establish the world’s shortest hashtag that represents the game – #III. We also realized that it was time to bring back the excitement to the cricket season and hence decided to push our athletes to go beyond just being sportsmen. Today audiences are seeking entertainment in the sport of cricket and we felt that the time was right to showcase Rohit, KL and Rishabh as the explosive players and entertainers that they are. What better than their superhero avatars to showcase their super abilities.” said adidas India director – Heartbeat Sports & Outdoor Business Unit Dhanashree Sowani.
During the upcoming cricket season, the #III squad will give epic live commentary through GIFs and cinemagraphs on social media especially during matches. The superhero avatars will also be placed at prominent malls and adidas stores in New Delhi, Mumbai and Bangalore. adidas will also giveaway limited edition merchandise to winners of online contests that will be run on the adidas cricket social media handles.
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.
