MAM
Archies kickstart brand campaign on the 45-year celebration
Mumbai: Archies, the iconic brand synonymous with heart-warming greetings and expressions of love, is celebrating 45 years of fostering joyous connections with a milestone announcement. This cherished legacy marks a new chapter in the brand’s journey, as Archies introduces its latest campaign #ArchiesHaiToCelebrationHai and unveils an all-new merchandise collection catered for kids.
In conjunction with this celebratory occasion, Archies has also released an evocative digital Ad campaign video, titled #ArchiesHaiToCelebrationHai, encapsulating the essence of shared love and moments. The video, capturing the spirit of friendship, love, and companionship, is a testament to the brand’s ability to evoke nostalgia and heartfelt connections among people of all ages.
Archies executive director Varun Moolchandani expressed his delight, stating, “With the launch of #ArchiesHaiToCelebrationHai, Archies continues to embody its commitment to spreading love and joy in every moment of people’s lives. The campaign echoes our dedication to understanding the pulse of every heart and providing a platform for expression and celebration.”
The campaign emphasizes Archies’ role as the “wing man” for many generations, always standing by to create and celebrate memorable moments. Moolchandani added, “From birthdays to weddings, from friendship to love, Archies has been there, marking every occasion with joy and warmth.”
To complement the campaign, Archies has also introduced a special merchandise collection designed for kids. This collection will not only delight young hearts but also provide a medium for them to express their emotions and foster connections with their friends and loved ones.
The launch of #ArchiesHaiToCelebrationHai and the kid’s merchandise collection mark a significant milestone in Archies’ journey, reaffirming its commitment to celebrating life’s every moment with love and warmth.
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.
