MAM
American Express ropes in actress Kate Winslet for global campaign
MUMBAI: American credit card company American Express has announced that it has added actress Kate Winslet to its roster of personalities starring in the Company’s global card brand campaign My life. My card.
The first phase of the campaign launched in November 2004. It had featured the likes of two time Oscar winning actor Robert DeNiro and comedian and celebrated television show host Ellen DeGeneres.
Winslet’s 30-second spot premiered on television in the US a few days ago during the finale of CBS’ sitcom Everybody Loves Raymond and is now running on numerous US networks. Winslets spot will run in key international markets shortly. Her television spot opens in London’s Camden Market and slowly reveals Winslet meandering through the booths of vendors selling a variety of wares including vintage books, fresh fruit and children’s toys.
As she peruses, mementos catch her eye that remind her of the many lives she has led through the multitude of characters she has played on the silver screen. We hear Winslet reflect on the incredible journey she has taken in film, and the most important role she will ever play — herself.
Winslet spoke about her relationship to American Express saying, “When approached by American Express to participate in the campaign, I was open to the opportunity because I have always had a great experience as a Card member. Furthermore, I have enjoyed their engaging campaigns over the years and I am pleased to now be a part of it.”
The My life. My card campaign is the company’s first ever umbrella campaign to support all issuers of American Express-branded cards. Therefore regardless of issuer, the campaign positions the key attributes of the brand to reflect the Company’s tradition of service and integrity, while redefining membership for today’s affluent, high-spending customers. The campaign features imagery familiar to all American Express Card members — the
signature panel and American Express blue box logo found on all Cards — but no visuals of any individual Card products.
American Express chief marketing officer John Hayes said, “The My life. My card campaign profiles exceptional card members. We believe Kate Winslet, whose irrefutable talent has been enjoyed by millions of fans around the world, makes a compelling addition to the individuals who have partnered with American Express for this effort”.
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.
