Brands
Arrow unveils Tailored for the Good Life campaign
MUMBAI: Arrow is stitching style and sophistication together with its latest campaign, Tailored for the Good Life, starring Vedang Raina and Khushi Kapoor. Set against the vibrant streets and chic apartments of New York City, the campaign celebrates Arrow’s American heritage while bringing a fresh, modern twist to menswear.
Vedang Raina embodies the quintessential Arrow man: confident, charismatic, and effortlessly stylish, while Khushi Kapoor adds her own flair and elegance, making her debut with the brand. Together, they capture a lifestyle that’s not just successful, but truly well lived, blending playful chemistry with aspirational fashion.
Arrow India CEO Anand Aiyer said, “This campaign bridges our rich heritage with the aspirations of today’s men. Vedang and Khushi perfectly capture the modern consumer who values style, confidence, and authenticity.”
Vedang Raina shared, “Arrow celebrates confidence and individuality. The campaign shows fashion that works as hard as you do, from sharp workwear to everyday looks with personality.” Khushi Kapoor added, “It’s about celebrating who you are and enjoying every moment in style. Arrow feels modern, relatable, and full of aspirational energy.”
Closing with Arrow’s signature tagline, Tailored for the Good Life, the campaign reinforces the brand’s promise: fashion that evolves with its consumers while staying true to its timeless elegance.
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.
